Purpose: The purpose of the essay is; to explain and clarify how the company is acting to lead members in social media to achieve valuable external communication. The authors believe that it is important to act with Credibility and quality in social media, to accomplish long lasting relationships. When employees communicate with consumers their conduct is relevant to the company's Credibility.Methodology: An inductive approach has been used for the empirical data collection since the authors have been studying the reality without existing theories. A qualitative research method has been used for collecting the empirical material. Primary data was collected from telephone interviews with seven companies, active in social media.Conclusions: The study shows that the power of employees? can be used when designing strategies for social media.

Purpose: The purpose of the essay is; to explain and clarify how the company is acting to lead members in social media to achieve valuable external communication. The authors believe that it is important to act with Credibility and quality in social media, to accomplish long lasting relationships. When employees communicate with consumers their conduct is relevant to the company's Credibility.Methodology: An inductive approach has been used for the empirical data collection since the authors have been studying the reality without existing theories. A qualitative research method has been used for collecting the empirical material. Primary data was collected from telephone interviews with seven companies, active in social media.Conclusions: The study shows that the power of employees? can be used when designing strategies for social media.

Purpose: The purpose of the essay is; to explain and clarify how the company is acting to lead members in social media to achieve valuable external communication. The authors believe that it is important to act with Credibility and quality in social media, to accomplish long lasting relationships. When employees communicate with consumers their conduct is relevant to the company's Credibility.Methodology: An inductive approach has been used for the empirical data collection since the authors have been studying the reality without existing theories. A qualitative research method has been used for collecting the empirical material. Primary data was collected from telephone interviews with seven companies, active in social media.Conclusions: The study shows that the power of employees? can be used when designing strategies for social media.

Today, we see tendencies of politicians being more active in social media using selfies. According to previous research using selfies is associated with being self-centered and narcissistic. It is not known though what implications the behavior will have for a selfie-using politician in terms of chances of being elected. This study aims to contribute to the research on political communication and social media behavior. More specifically the study intends to investigate whether there is a difference between voters' views if a politician uses selfies or not, and whether there is a difference by gender.

The increased media clutter requires of brand managers to be innovative and creative in their choices of marketing communications in order for brands to be salient in the minds of consumers. Recent studies emphasize incongruent marketing as a means of "standing out" from this competitive clutter and reaching existing and new potential customers. The aim of this thesis is to examine the effects of brand incongruent sponsorships (sponsorships which are incongruent with established brand associations) on consumer response to well-established brands from the perspective of high and low levels of loyalty. A quantitative survey was conducted and the results show that incongruent sponsorships improve brand attitude, brand interest and brand Credibility, while not affecting ad attitude, purchase intention and word-of-mouth intention for customers of low loyalty. For highly loyal customers the findings were that brand attitude, brand interest, brand Credibility, purchase intention and word-of-mouth intention remained unchanged while ad attitude decreased.

In today's fast-paced, intense and complex media environment, it is hard for non-profit charity organizations to reach out and get their messages heard.In this study we examine whether the theories of advertising signaling also applies for charities. Past studies of the signaling theories indicates that higher perceived advertising expense leads to more positive effects on purchase behavior and brand perceptions. However, we believe that this does not apply for a charity organization. We argue that since charitable organizations have a fundamentally different mission than commercial companies, they will need different ways to signal quality and Credibility, and therefore the common signal-theories will not hold for these organizations.To test our hypotheses, we conducted two surveys where the respondents saw one of five versions of the same ad for a well-known Swedish charity organization, or one of two ads for a commercial corporation. The ads had been manipulated to simulate different levels of perceived cost.Our results shows that perceived ad cost only affects attitude towards the ad if a charity was the sender, whereas perceived ad cost affects intentions, attitudes and Credibility if a commercial corporation was the sender.

With this study, our purpose has been to achieve profounded knowledge and understanding regarding the use of discretion among social workers specialized in social allowance issues. The Social Services Act, structured as a framework law in the Swedish context, provides the social worker with a certain degree of discretion, in order to enable accommodated decisions depending on client case specifics. This study problematizes these aspects of legal security, and our intention has been to examine which factors impact the assessments social workers carry out in statutory decisions of social allowance applications. To attain this, we narrowed down our intention into a number of distinct and delimitated research questions: (1) Which elements of the client case impact the social worker?s assessment? (2) Which external aspects influence the social worker?s assessments and decisions? (3) How do social workers decide the client?s Credibility? In order to establish answers to our research questions, we have utilized a qualitative approach of research by exerting qualitative interviews in addition to a vignette study.

To be seen is essential. Presently, the marketing of different well-known brands within the same product category is done with little variation. To marketing professionals, this creates an opportunity to market products in an unexpected way. The use of incongruent market communication and by creating a discrepancy between a well-known brand?s advertisement and brand scheme, which is already established in customers? minds, is one way to be different.

Event marketing's ability to create strong communication effects is a well-known fact and a contributing factor to its popularity in the world of marketing today. But while we know that it is the interaction between consumers and the brand within the scope of live marketing that gives rise to loyalty and purchase intention, we have no knowledge in how the company's efforts affect the outcome. As the investments in event marketing are growing at a comparatively high pace, it is urgent to obtain a deeper understanding and a sense of direction of the elements infuencing its success.In this study we investigate in what way and to what extent the amount of effort that a company puts into the making of an event is used as a signal of manufactor Credibility, ability (i.e., expertise) and consumer care. And in what way and to what extent the perceived effort influence purchase intent, attitude and word-of-mouth. We also analyze marketing events in terms of the theory of equitable exchange and "desperation", a subject matter thus far only touched upon.As we identify two different types of events on the market today, we include both in our study: the in-store promotion related event and the party event, which is held in an external venue.

Purpose/Aim: The aim of this thesis was to study Sydsvenskans coverage of the police crisis in Skåne 2009.Material/Method: The study is based on 26 articles which has been analysed within the frames of Norman Faircloughs Critical Discourse Analysis..

In some criminal cases, the only existing evidence is the verbal statement of a witness or the plaintiff. The typical example is an alleged rape where victim and perpetrator have had some kind of relation, and their records of the incident differ. In these cases, the assessment of the value of the evidence drawn from the plaintiff's story is of crucial importance. On the one hand, a false positive judgment means that a person is wrongly convicted, on the other hand, a failure to correctly identify a truthful claim of rape means that a victim of a severe crime is left without judicial remedy. That the prosecutor must prove that the crime is committed by the defendant without reasonable doubt, means that there is much more chance of a failure to convict guilty felons, than of the opposite.In the essay, the rules of criminal procedure directed at the evaluation of the verbal statement are identified and critically evaluated from the perspective of how they may or may not facilitate the judgment of a verbal statement presented before the court, either in person, or through other media such as video.

Målet med denna uppsats är att visa hur den dramaturgiska kurvan påverkar publikens sätt att ta till sig dokumentärfilm, med hänsyn till upplevelse och trovärdighet. I följande uppsats kommer man att på viktiga beståndsdelar som bidrar till hur man kan arbeta fram ett dramaturgiskt bildspråk inom det dokumentära skapandet av film. Viktiga punkter som delges innefattar även hur man bygger på trovärdighet mot sin publik och binder detta samman genom en bra dramaturgi, detta i kombination med ett projekt, följt av diskussion och slutsatser. De verktyg, som tidigare forskning hänvisar till, upplevs som positiva hjälpmedel för att genomföra en trovärdig produktion. Dock bör tilläggas att min erfarenhet av detta kandidatarbete, visade på att man bör lägga större fokus på att arbeta i realtid, än att påverka materialet allt för mycket i efterbearbetning.

Målet med denna uppsats är att visa hur den dramaturgiska kurvan påverkar publikens sätt att ta till sig dokumentärfilm, med hänsyn till upplevelse och trovärdighet. I följande uppsats kommer man att på viktiga beståndsdelar som bidrar till hur man kan arbeta fram ett dramaturgiskt bildspråk inom det dokumentära skapandet av film. Viktiga punkter som delges innefattar även hur man bygger på trovärdighet mot sin publik och binder detta samman genom en bra dramaturgi, detta i kombination med ett projekt, följt av diskussion och slutsatser. De verktyg, som tidigare forskning hänvisar till, upplevs som positiva hjälpmedel för att genomföra en trovärdig produktion. Dock bör tilläggas att min erfarenhet av detta kandidatarbete, visade på att man bör lägga större fokus på att arbeta i realtid, än att påverka materialet allt för mycket i efterbearbetning.

The Dark Side of the Word-of-Mouse Effect- An experimental study of how negative information in today?s social media can influence consumer perception As a result of the electronic revolution of information dissemination, social media as a phenomenon has come to play an important part, both in society at large but also when it comes to business and marketing. Nowadays, knowledge and opinions about brands and products are spread by reputation through a wide range of social media platforms, a phenomenon which in the literature is referred to as word-of-mouse or electronic word-of-mouth (eWOM).The purpose of this paper is to investigate how people?s opinions towards a company and its product are affected by negative information in terms of eWOM. Or more precisely, whether or not there is a difference in this effect depending on information content, concerning company values on the one hand and product attributes on the other.This was done in an experimental setting where two groups of respondents were subjected to fictitious information of different types using established social media platforms.

This study was made with the incentive to find out the view on advertorials in Swedish press today. Our exploration of advertorials refers not only to adverts that look like editorial texts, as per the definition in the oxford dictionaries, but also to ways that editorial texts use an advertorial style or language similar to adverts. We explored both these sides because we recognized that the existence of advertorials in press today has to do with material which is indistinctive in several ways, and to find out the views on this, we interviewed chief editors and publishers on six local daily newspapers in Västra Götaland, Sweden.Our theories were based in the fact that the press finds itself working in a commercialized landscape, at the same time as journalism has a democratic role to uphold in society.We also considered that there used to be a committee against advertorials in Sweden called Textreklamkommittén, which was disbanded in 2005. That committee had a mandate to govern and try cases of advertorials in the press, but today, the only thing that journalists have to consider is a guideline of publishing matters. The central part of our study was therefore to find out what actual issues journalists have to consider in their daily work, as they are exposed to various forms of advertorials.After conducting the interviews, we asked four analytical questions to our material using the ECA-method of analysis.