Along with the increasing trend of online advertising comes an increasing avoidance behaviour from the observers. The marketing communication now requires a valuable content, which leads to the creation of new online advertising forms; including content marketing, advertorials, online ads and the latest rising star - Native Advertising. The last-mentioned also constitutes the basis and object of study for this paper. The purpose of this study is to shed light into this relatively unexplored topic and concretize the true effects. There are many examples of how Native Advertising is framed and implemented, but little hard facts and real figures.

The evolution of the media landscape and the introduction of social media have increased thenumber of communication channels tremendously during the last decade. These new channels have also made an impact on the information control, which has shifted focus from organisations to consumers. In order to communicate one coherent image in the numerous existing channels, organisations need to create strategies that take this into account and makes sure the same messages are communicated through all channels. One way to do this is to use integrated marketing communication (IMC). Since the social media is a relatively new phenomenon, there is no clear way of how to include social media into an IMC strategy.

Vätternrundan is an annual sporting event that takes place in the Swedish town Motala since 1966. It is one of the world largest recreational bicycle rides and attracts over 20 000 participants each year. This study focuses on event effects and how an event can be of value within the principles of place marketing. Within this study five representatives were interviewed with semi-structured interviews.The results show that the representatives describe Vätternrundan as a positive event which mostly generates positive effects for the city itself and for the people living and working there. The effects consist of the events ability to create awareness of the place, the possibility to extend the tourism season and several social effects like solidarity and interaction.The result also shows that Vätternrundan is a well-known brand and because of this it can be used as an advantage in place marketing.

This study is about conception in the evaluation of financial assistance within the social services. The aim of this study is to describe and understand how social workers reason about variation, conception and local norms and its significance in the evaluation process. To reach this purpose we have conducted semi-structured interviews with eight social workers in which different themes were discussed and reasoned about. In order to understand and analyze our results we have studied/used the knowledge about tacit knowledge and street-level bureaucracy. Our results showed, as previous research states, that social workers do have conceptions about clients.

The purpose of this degree project is to study a work evaluation project in a municipality, on the basis of key participants. The municipality is the employer, per-forming the workplace project and the chief objective is to reach gender equality between the employees. Equal pay for equal work. Through work evaluation is it pos-sible to find out which of a lot of different jobs, which have equal requirements. The jobs, which have equal requirements, should have equal pay.

Instagram is one of the most common used social media platforms among teenagers today. It is not only one of the most common used social media platforms, but as well one of the most common places where cyber bullying takes action. By using focus groups, netnographic studies and a questionnary we investigate the meaning of technology regarding how the bullying on Instagram takes shape and the strategies used by teenagers to handle cyber bullying.Our research shows five different ways that cyber bullying takes shape and ten different strategies implemented to handle those. The findings are compared with previous research. The ten different strategies are then discussed from aspects that are found to have a big influence on how those are implemented: gender, knowledge, experience and awareness, presence of parents and other relatives, personal experience, trust in the technical solutions and the weaknesses of those. .

Sweden is the country that has got the largest amount of elderly in the adult population in the world. The physical activity level decreases as we grow old and we experience muscle mass loss and a bone density reduction. This leads to an increased risk for falls and subsequent fractures. The purpose of this study was to investigate whether an exercise program could affect muscle function and balance ability to prevent falls. 17 women (age 64-79) participated in this study and was assigned to a control group (n=7) and an intervention group (n=10).

The textile business is one of the oldest industries of our time, and it employs nearly 1.4 million workers within the European Union alone. It is not unusual that this is the foundation of a country?s industrialisation. Even though the industry brings many positive factors, there are also negative factors that will influence the industry?s growth in the future.

The purpose of this study has been to increase the awareness of what significance models of explanation have for intervention programmes, aimed at perpetrators of intimate partner violence, within the Swedish social services. The study is not gender neutral, it centres on male batterers in heterosexual relationships. The study is based on qualitative interviews with five people working within the topical field. I analyzed their statements using an ecological model of understanding violence. The main finding was that the people I interviewed had a multiple understanding when it came to comprehending the violence, but that when it came down to the actual intervention they targeted mainly on elements in the individual spectra, such as feelings of frustration.

There is strong evidence that cognitive-behavioural therapy for insomnia (CBT-I) is effective. The aim of this study was to compare 7 group-sessions of mindfulness-based cognitive therapy for insomnia (MBCT-I) with 3 group-sessions of CBT-I, on sleep measures and sleep related psychological processes, such as pre-sleep arousal, thought control strategies and mindfulness. Participants (N = 44; age 18-66) with long term insomnia were stratified and randomized into waiting list, MBCT-I and CBT-I. Significant improvements were seen in both groups, compared to waiting list, for instance on insomnia severity, sleep latency and restorative sleep. Small improvements on psychological processes were also found in both groups.

This thesis was performed as assignment from Fazer Food Services. The aim was to survey which food additives that were present in the products in the quotation list of one of their suppliers to the Education and Nursing segment. The aim also was to perform a theoretical analysis of these food additives and to make recommendations which food additives are acceptable and which should be excluded from the products in the future. The recommendations are not published in this report, for more information Fazer Food Services can be contacted. Food additives which have already been approved are regarded as safe according to the safety evaluation methods available at the time of approval.

Animal-assisted therapy had its large breakthrough in the 1960-ties when a psychiatrist named Boris Levinson discovered the great advantages of involving animals in the treatment of patients. Therapy with animals involves that animals are used in a systematic way, in a person's process of treatment. The most distinguished companion animal used within this area is the dog, but horses, cats, rabbits, birds, dolphins and the most common farm animals are used in animal-assisted therapy. Most animals that are to be used for this specific purpose need to be trained in order to maintain their physical and mental health, but also to minimize the risks for the people that are involved. Most studies within this research area are focused on the positive effects on the patients and less on the effects on the animals.

The objective of this study was investigating social worker?s perspective of how alcohol consumption can affect, and what elements in the social environment that may be of significance for, alcohol consumption and development of identity. The questions at issue were: Do social workers experience any positive effects from alcohol consumption in 16-17 year-old girls with problematic alcohol consumption and what influence do the effects have on self esteem, self image and development of identity? What do social workers experience are the negative effects from alcohol consumption on self esteem, self image and development of identity? How important do social workers find the social environment and how do they believe the social environment affect the alcohol consumption and development of identity? This was investigated with a qualitative approach from a social worker?s perspective, hence social workers were interviewed. The study?s theoretical basis was Symbolic Interactionism and Erikson?s theory of Psychosocial Development.

This paper aims to investigate if the underlying effects of the marketing phenomena clutter can be explained by negative priming. Although a lot of research has been made in the field of marketing, many people still claim "all marketing is good marketing", which we intended to challenge. In order to do this a tailored experiment analyzing the effects of clutter was created. The experiment consisted of two activities with the objective to manipulate the participants by making them avoid distracters. To maintain high ecological validity throughout the experiment actual brands were used as distracters.

The main purpose of this Master?s thesis is to contribute to anincreased understanding of student teacher?s informationseeking for their studies. The role of cognitive authorities andapproaches to the critical evaluation of sources are taken intoaccount as well as what student experiences of informationseeking imply for their future profession. The study takes asociocultural perspective and the empirical material is based oninterviews with six student teachers at the end of theireducation. The interviews have been analysed with a departurepoint in the research questions to the following themes; seekingand finding information, critical evaluation of sources and,analysing and using information.The major findings concern the teacher students? emphasis onthe importance of the critical evaluation of sources and theirscepticism towards Internet use, both for their own studies aswell as for their future pupils.