Word-of-mouth marketing (WOM) has been considered as one of the most effective marketing tools, yet the least understood. While its lucrative effects have been well proven in academic studies worldwide, little is yet known of why consumers engage in WOM, and what factors actually drive this sought-after behavior, particularly in an online context. While today's research lacks holistic views on the simultaneous effects of multiple WOM-drivers, this paper takes on a meta-analytic approach by building on the pertinent literature to construct an aggregated model, including several previously acknowledged drivers divided into two categories: (1) Brand related drivers and (2) Personal and situational drivers. The authors then empirically examine what drivers are the most influential on WOM in an online social media context. By doing so, this thesis does not only contribute to marketing managers' better understanding of online communications management, it also sheds light on the theoretical knowledge of the behavioral drivers of WOM.

In this work we?ve been focusing on how to adjust educational computer games in order to make them suited for the educational context of upper secondary school. Our opinion and entrance to the study is that the related developers of the subject, in some ways, have failed to successfully combine and find the balance between the entertaining and pedagogical aspects in the games. Our main questions is which aspects in the games game developers need to take in consideration to satisfy the pupils, but also what qualities that is needed for them to function in their educational context. In order to do that we had to investigate the people of the target groups own perspective on what technological and social aspects in the computer games they assess as important.

The main discussion in this essay concern what the Emerging Church is, its sociological and theological context, their main critique of modernism and the consequences in theology and praxis. EC is not a new church but wants to be a new way of being church. In England much of the discussion concerning EC has found a context within the report Mission-Shaped Church (MSC). EC differs from Emergent Village which is a continuing discussion from a postmodern philosophical view.EC is born in an evangelical context with the tensions in the postmodern context, the liminal situation with among other items the disussion about a liquid culture and liquid church. Other backgroundfactors are the ChurchGrowth-movement, Willow Creek and the Gospel and Our Culture.EC critisizes its evangelical background and moves the center from justification to incarnation, from propostionalism, individualism, mission and activism to a theology of incarnational community life.Four different proponents are considered; Brian Mclaren, Dan Kimball, Karen Ward and Ben Edson.

Background: The Swedish Police authorities have accomplished several changes the last years. We have studied one of these changes, the co-ordination of two supporting functions, economy and staffadministration at the Police authorities in Östergötland, Jönköping, Södermanland and SKL (Swedish crime technical laboratory). The initiative to this change was taken in 2002 and in 2003 a decision was made to create a joint servicecenter.Purpose: The purpose of this rapport is, in a collaborator perspective, to study the employees´ experiences of the change process.Method: The empirical material was collected throw interviews with the employees who have taken part in the change process. Even the leader of the project has been interviewed.Results: We have distinguished five central aspects in the change process. These are information/communication and understanding, the project leader, teamwork, timeaspect/reflexion and the leadership.

Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series. Qualitative strategy is conducted by using a case study.

This exam paper has examined visual portrayals of overweight and fatness in two swedish upper secondary school textbooks, one in physical education and one in social science. The textbooks were analyzed in regard to numeral representation, interacting social categories such as gender and age, depiction in forms of activities and stereotypes and relation to context close to or far away from a swedish context. The analysis showed an underrepresentation of overweight and fat bodies in both textbooks, but the represention of overweight bodies in the textbook on physical education were nearly nil whereas in the textbook on social science there where representations of both overweight and fat bodies. Combined the both textbooks gave a representation of health and youth as not represented by overweight or fat bodies..

What is e-leadership and how can it be framed in a distance context? How can work motivation be understood as a correlated theme? In prior leadership research and theory it has been taken for granted that leadership occurs in a face-to-face environment, so how to study leadership in a remote context? According to recent research, e-leadership defines this leader-member relation in this new arena, and a central focus of this research has been on communication. Communication is a central theme in the remote setting because it is the only interaction arena which allows leadership to be seen and understood. By conducting a case study in a multi media organization with distance working journalists as focus group this essay aims to bring a deeper understanding of how e-leadership works and how it effects work motivation. The field of media organizations is interesting to study as distance work is not an unusual working environment for journalists, and research has indicated that work motivation needs for these highly specified creative workers are somewhat differentiated from other, for example industrial workers, which implies that motivation theories urges an update.

The purpose of this master thesis is to use marketing theory on the library?s activities. The marketing theory used is the 4Ps; product, price, promotion and place, as it's presented by Philip Kotler. Because the library can be seen as a service oriented organization Christian Gronroos theory of marketing in the service industry also has been used. A case study of the public library in Broby was made to illustrate how the public libraries? activities can appear in the light of marketing theory.

Principles that guide how a classification system should be structured have existed for more than a century. Traditional classification principles can be of great value for the design of classification schemes directories on the web. However, there are differences between the library context in which these principles originated, and the web. This thesis aims at investigating how changes in the context of classification affect the application of traditional principles of classification on the web. Another purpose is to see what implications this has for the design of classification schemes on the web.

Thesis purpose: The purpose of this thesis is to make a contribution, by connecting the transfer of meaning within the context of TV series. The meaning is transferred from the brand to the character in a TV series and then further to the viewer. To look at different role functions that are used in dramaturgy and narrative techniques, we will be able to see how the brand will have a specific role and thereby make the transfer of meaning more successful and effective. This role will have an important impact on product placement according to the meaning that will be transferred from the brand to the viewer, through the character. Methodology: By looking at the transfer of meaning process that is created from the brand, an unstructured observation is applied where we observed the placement and usage of different within a specific TV series.

This hermeneutic case study examines how and why an insurance company?s output has been affected by a CEO-succession. The authors pay specific attention to three activities; changes in personnel and organization structure, handling of media and change in customer focus. It is shown that the CEO was able to influence the company?s activities and this discretion was primarily created through her relational capacity.

This hermeneutic case study examines how and why an insurance company?s output has been affected by a CEO-succession. The authors pay specific attention to three activities; changes in personnel and organization structure, handling of media and change in customer focus. It is shown that the CEO was able to influence the company?s activities and this discretion was primarily created through her relational capacity.

This essay deals with a picture-stone that was found in a pre Christian grave during the archaeological excavations of the Viking Age harbour and trading place at Fröjel parish, Gotland, in 1999. The stone is at least 100 years older then the male grave in which it was found. The picture-stone can be dated to  late 8th century or early 9th century, and the grave is probably from the late 10th century. One of the main questions in this essay is why the people of that time re-used an older picture-stone in a younger burial. I believe that the stone was reused as a grave-gift.

This essay examines a presupposed correlation between the way one look upon values and the way one look upon the will of the people in a theoretical democratic context. The more specific purpose is to test the following hypothesis: There is a reversed connection between the way one look upon values and the way one look upon the will of the people in a theoretical democratic context, that is; a strong claim of values give reason to a limited conception of the will of the people and a weak claim of values gives reason for a more unlimited conception of the will of the people.In order to test the hypothesis I examine three different conceptions of democracy, these are: pluralist democracy, deliberative democracy and constitutional democracy. I analyze the way they look upon values, there view of the will of the people and finally if there is a connection between the way they look upon values and the will of the people. Values should be understood in a metaethical context. In other words it is not values in the ?common? meaning, instead its how val-ues in them selves should be understood, and even more relevant, what we mean when we ex-press values.My conclusions are, first and foremost, that there is a correlation between the will of the people and values, according to the formulation of the hypothesis.

The aim of this Master thesis is to delineate the ideology behind the public library politics in Gothenburg, during 1945-50. The study is an archive survey. To be able to account for the public library politics in Gothenburg during the period, the author has studied documents in the archive of the public library board in Gothenburg. The description of the politics is the source for the research papers analysis. The thesis principal issue, is on what ideological basis the public library politics has been formulated in Gothenburg, during the period of interest? The concept of ideology is defined as a coherent system of norms and values.