Själva produkten eller tjänsten skall vara unik i sitt slag och gynna konsumenten som inte något på marknaden redan gör. Därigenom kommer produkten eller tjänsten om den håller måttet att själv skapa en Word of Mouth genom konsumenters och främst opinionsledares rekommendationer. Företagen måste sträva efter att hitta och samarbeta med dessa människor som kan påverka deras varumärke, leda opinionen och få dem att sprida Word of Mouth. På så sätt är Buzz marketing ett mer strategiskt kommunikationsverktyg jämfört med den traditionella marknadsföringen. Gällande traditionell marknadsföring använder man sig av ett eller ett antal verktyg och vänder sig mot folkmassan och inte mot den enskilda opinionsledaren.

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.

The purpose of this study is to analyze and evaluate the suitability of the three instruments SERVQUAL, SERVPERF and Zone of tolerance to measure service quality, from the respondents' perspective. This study has been carried out by a quantitative method in which respondents answered three questionnaires, which was based on the three instruments. The SERVQUAL instrument is a revised version based on criticism by Carman (1990). It is based on the five dimensions; reliability, responsiveness, assurance, empathy and tangibility, with 22 items in which each dimension is associated with a number of items. SERVPERF is the instrument most similar to SERVQUAL and is also composed of the same five dimensions.

Införande av en HR Shared Service-organisation syftar till att omfördela HR-funktionens personalarbete och separera det administrativa personalarbetet från det strategiska. Med hjälp av ny teknologi kan HR administration flyttas över till HR/IT-system och HR-arbetet kan i större utsträckning ske via självservice som hanteras av ledare och medarbetare i organisationen. Den senaste tidens forskning kring HR Shared Service och det nya sättet att leverara HR-service visar att gamla sampels- och handlingsmönster fortfarande lever kvar mellan ledare och HR-medarbetare. Uppsatsens syfte är att undersöka hur HR Shared Service har införts på ett Telekom företag och vilka konsekvenser det fått för ledarna på företaget.Den empiriska undersökningen har genomförts med en kvalitativ metod i form av 11 intervjuer med ledare och projektdeltagare för införandet av HR Shared Service-organisationen. Tre deltagande observationer genomfördes med avseende på hur ledare söker information på HR-portalerna.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

This thesis investigates the communicative role of scenography in the performing arts for children, with an aim to make the readers understand the ways in which a set design can be optimized so that a young audience can be able to interpret the play and its message.The art of scenography is complex and includes many elements. The research questions can therefore be grouped into three clusters: one artistic oriented (How does the scenographic process work and what is its relation to the scenic piece at large? In which ways may scenography be used to support the desiderate interpretation?), one audience oriented (Which work processes enhances the chances of creating dramatic art that is perceived as meaningful to the audience? On what premises can the semiotics of theatre be used in the performing arts for a young audience?) and last a cluster that focuses on Den magiska cirkeln (The Magic Circle) by ung scen/öst (What is told in the show and how is this portrayed in the scenography? Who is in the target group, and does the audience get the feeling of the performance as intended?).Den magiska cirkeln is used as a case study in the thesis in order to reflect the theoretical material. Methods in the case study includes performance analysis, a survey completed by 178 people in the audience and an interview with scenographer Anna Dolata. 14 performing analyzes of Swedish children?s theatre shows have been made in addition to the case study.The thesis analyses and compares two work logics; the internal logic and the external logic, and it is shown that meaningful interpretations are likelier to happen with an external logical point of view.

This study examines how the local rescue services relate to the brand of the rescue service and the concept of brand management. To understand the attitudes against the brand and brand management, empirical data, theoretical modelling of brand and current laws have been discussed together in a try to get an overview how the rescue services practically works with the brand. The study results are based on a questionnaire survey and qualitative semi-structured interviews. The survey was sent to employees working with the communication of the rescue service. The interviews were held with two employees working with the communication of the rescue service and two fire chiefs.

The continual challenge? A case study of sports clubs marketingIn recent decades the mass media have come to play an increasingly important role in society and culture. The purpose of this qualitative study is to research how four nonprofit sports clubs in Umeå handle social changes such as commercialization and mediatization. To answer the study?s purpose three questions were examined.

The aim of this master thesis is to examine the attitudes among library staff regarding a music downloading service called Musikwebb, which is available in many Swedish public libraries. It focuses on the impact of Musikwebb on the process of music selection, the relationship between Musikwebb and the digital development in public libraries and what service Musikwebb offers its users. The gathering of material was executed through focus group interviews with library staff in four libraries. This empirical material we divided in three categories: Music selection, The Library and its digital services, and Library services. We use the results of Sanna Talja?s discourse analysis regarding the relationship between Music, Culture and the Library to analyze our material.

This master´s thesis is a comparative study of the importance of eight factors suggested in the literature to be related to the perceived utility of the service Book a librarian (Swe. Boka en bibliotekarie). Disciplinary differences were also analysed. 73 encounters between students and librarians in 11 Swedish academic libraries were studied using a survey. Six factors were significantly related (at the .05 level) to the utility of the service.

Denna studie behandlar relationen mellan kabinpersonalens motivation och den kundupplevda servicen ombord. Det övergripande målet med denna studie är att se om motivationen hos kabinpersonalen inverkar på den kundupplevda servicen och om servicen påverkar val av flygbolag. Vid en eventuell relation mellan motivation och kundupplevd service avser studien även att beskriva de beroende variabler som styr detta samband. Ett svenskt charterflygbolag blev utvalt och all kabinpersonal och 20 av passagerarna blev utvalda att delta i undersökningen på 40 olika flygningar under en treveckorsperiod. Resultatet visade på att det inte fanns någon signifikant korrelation mellan kundupplevd service och kabinpersonalens motivationsnivå.

This thesis was written by order of Rud Pedersen Public Affairs Company, a PR- consultancy firm located in Gothenburg. The assignment was to investigate social media in Pr- activities. The thesis is formed by three main categories:? What is social media?? Who are using social media?? How can you use social media in public relations?The information which is being presented in this thesis is based on academic reports, interviews and research on social media blogs and lectures. It is a qualitative approach since the purpose is to get a deeper understanding for the subject in question.

This thesis will explore how swedish Talang 2010 used their strategic communication in Kalmar and Stockholm and how the effect of this work was shown in the two cities. With a focus on how the sender was working with the external communication in the two cities, the heart of the research was studying Talang 2010?s communication strategy in these two contexts. The research was made with surveys during two audition days in Kalmar and two days in Stockholm. The competitors, the audience and the general public were answering different surveys but with the same base to study the effect.

The aim of this study was to look at introduction for staff in a social service office and the social workers experience off the first period at a new workplace. Qualitative interviews have been used as a method of investigating how social workers look at introduction in the workplace and how social workers have experience the first period at the workplace. The empirical material have been analysed by using the theory of Human Service Organizations, street-lever bureaucracy theory and theory concerning work environment. This papers first chapter presents the methodological preferences, the second chapter the theoretical perspective and the results of the study are presented in the third chapter followed by a discussion and ending comments in chapter four. My study showed that introduction is necessary in a complex organisation and could be a way to improve the social workers situation in social service organisations..

?One-to-one marketing? är en marknadsföringsidé där relationen mellan kund och leverantör står i fokus. Den kunskap om en specifik kund som leverantören får via relationen kan användas för att utforma erbjudanden anpassade för just den kunden. Erbjudandena är ämnade att påverka relationen positivt och göra kunden lojal till leverantören. Nya tekniska hjälpmedel har medfört att information om kundens preferenser kan lagras och bearbetas för att därefter användas till att utforma dessaerbjudanden.