Today, literature is published in a wide variety of formats, it can be published digitally or in the more traditional paper format or as an audiobook. This thesis aims to take a closer look at fan fiction readers? reading habits and motivations for reading, as group accustomed to using different kinds of formats for their reading. It does so by analyzing fifteen responses to an Online survey using only open-ended questions. The survey was posted online on fan fiction sites and could be answered anonymously.

Thesis purpose: The main purpose of this study is to empirically verify the applicability of Kozinets´ model on an interest, activity or lifestyle based online community, in order to develop an adaptive segmentation approach for segmenting online communities. Methodology: This research is deductive by nature, cross-sectional by design and undertakes a quantitative approach using self-completion questionnaire as a part of a web survey to collect the empirical data needed. Theoretical perspective: The main theories guiding our work and supporting the findings of this study include: market segmentation (descriptive and behavioural) and communities (consumer communities and online communities). Empirical data: A web survey with self-completion questionnaire used to gather empirical data from members of interest, activity or lifestyle based online communities. Conclusions: This study took the specific characteristics of online communities into more consideration than previous research and literature has done and also recognized that an adaptive segmentation approach is needed, depending on the communities of study.

The purpose of the case study is to research whether the brand Hollister can establish themselves to their target audience working with communication. To achieve the goal with the study, the following theories has been applied: brand building, visual communication, two-way symmetrical communication and communication channels. The study was conducted by a quantitative online questionnaire survey. The Online survey was aimed at teenagers aged 15-18 years old living in Täby or Umeå where one question was "What difference can be discerned between Täby, where there is a shop, and Umeå where there is no shop". The material was collected during a period of eight days between december 11th to december 19th 2013.

Concern about personal privacy continues to grow among online users along with the fact that new technologies help online companies to share user's private information. Still the usage of online entities such as social networks and e-commerce sites continue to increase. This raises the question of why online users act in such a contradictory and irrational way.Our study examines what impact one recently developed application called social login, which is provided by several social networks and used by millions of online companies, has on consumer's evaluation of online brands when they are primed for various types of information concerning privacy issues. Our assumptions are built up on the theory of cognitive, dissonance and suggest that there will be no differences in evaluation of the brands due to the human need to rationalize their existing behavior and attitudes when they receive new or contradicting information. The potential effects are measured by a manipulation presented in a survey distributed in an online environment to a sample of users (n=,154).

The purpose of this study has been to investigate the virtual world that people are part of on online dating sites. To do this we have investigated two different research questions, which are the following: What functions do the online dating sites provide? Why and how are the online dating sites being used by their members? In order to gather information about these matters, we have used a qualitative method consisting of participating observation, scrutinizing and single person interviews. Our results indicate that people have different goals with their usage of online dating sites; some are looking for love, a long-term relationship while others are looking for sexual contact. There are many different online dating sites to choose from depending on the users? objective.

In today's society we are used to regularly visit the sport arena to cheer for our favorite team, we go to the cinema to enjoy a good movie or maybe to the theatre to experience a grand performance. It has become far more common in the last years to buy tickets to these kinds of events online. To make sure that the customer will keep on buying their tickets from the online booking companies the booking experience itself has to be hassle-free and easy to understand. The customer will most likely, if possible, avoid the website if the booking itself is experienced as having problems and insecurities.  The purpose of this study is to determine some of the most fundamental designs and functions of online booking websites today as perceived by the general public.

Ragnarök Online en plats på nätet, ett online-spel, där människor från hela världen möts och samverkar. Det är i detta möte personer emellan som den virtuella miljön Ragnarök Online skapas. Målet med denna uppsats är att visa på hur människor interagerar i, och skapar denna plats på nätet. Varför spenderar folk tid i virtuella miljöer? Är det annorlunda att agera i en virtuell miljö? Dessa är några av de frågor vi kommer att möta i texten.

This paper is based on a quantitative survey. The study aims to answer the questionwhich media young people rather use to take part of the news. The results showthat young people today in Kalmar preferably and often read newspapers on theInternet and mobile phone.The questions asked was about which media they usually use, the level ofconfidence they had in various media, how interest was in different newscategories, willingness to pay for online news and background issues relatedsubjects. The survey was aimed at high school students in Kalmar and weredistributed and collected on-site at the schools. What was remarkable among theresponses was that young people largely had access to a morning newspaper athome and said that they would consider subscribing to one in the future.

This study explores how online television works and how it is integrated with social media such as Facebook, Twitter and blogs. Through three qualitative interviews with representants from different fields of work regarding online television, we have concluded how online television is being used in Sweden today and concludes with examples of what the future of online television could look like. Representatives from the following companies have been interviewed: SBS Media Group Sweden, Strix Television and Mediamätning i Skandinavien. The use of social media for marketing of online television is a fact for the companies in this study. However, the result of the study shows that theres room for development in the integration between online television and social media.

This paper is based on a quantitative survey. The study aims to answer the questionwhich media young people rather use to take part of the news. The results showthat young people today in Kalmar preferably and often read newspapers on theInternet and mobile phone.The questions asked was about which media they usually use, the level ofconfidence they had in various media, how interest was in different newscategories, willingness to pay for online news and background issues relatedsubjects. The survey was aimed at high school students in Kalmar and weredistributed and collected on-site at the schools. What was remarkable among theresponses was that young people largely had access to a morning newspaper athome and said that they would consider subscribing to one in the future.

This study aims to research how upper secondary pupils interact while playing online games, how the English language is used within each game and what attitudes these pupils have towards language in school and online gaming respectively. Online gaming sessions have been recorded to analyze the methods of interaction by which people communicate with each other while playing online games. Furthermore, the text-based communication occuring in online gaming is analyzed on a lexical level to find words not defined in legitimate English dictionaries. Interviews with students have been conducted to understand the attitudes held by students towards language in school and online games..

This essay is how companies are using Facebook to appear. The two companies in this study, Fritz Olsson AB Kalix and Promentum AB shows how Like, share and comment-contest communicates via Facebook. The purpose of this essay is to examine how Facebook users attitude and perception is to Like, share and comment- contest.The thesis was conducted in two parts, first a qualitative interview with the two companies that stand as examples in the paper and a quantitative Online survey. The Online survey was sent out to the 256 Media and Communication students at Umea? University, who read or has read the program from 2010 to 2016, via Facebook.

This study explores the relatively new phenomenon of online poker. More specifically, it elaborates on who the online poker player is, why s/he plays online poker, what the fascination of the game is, why s/he continues to play, and what the experience is. The study is delimited to focus on individuals who mainly play Texas hold?em online. The empirical material is based on semi-structured interviews with active online poker players, as well as on secondary data such as articles and literature.

This paper is based on a quantitative survey. The study aims to answer the questionwhich media young people rather use to take part of the news. The results showthat young people today in Kalmar preferably and often read newspapers on theInternet and mobile phone.The questions asked was about which media they usually use, the level ofconfidence they had in various media, how interest was in different newscategories, willingness to pay for online news and background issues relatedsubjects. The survey was aimed at high school students in Kalmar and weredistributed and collected on-site at the schools. What was remarkable among theresponses was that young people largely had access to a morning newspaper athome and said that they would consider subscribing to one in the future.

This paper is based on a quantitative survey. The study aims to answer the questionwhich media young people rather use to take part of the news. The results showthat young people today in Kalmar preferably and often read newspapers on theInternet and mobile phone.The questions asked was about which media they usually use, the level ofconfidence they had in various media, how interest was in different newscategories, willingness to pay for online news and background issues relatedsubjects. The survey was aimed at high school students in Kalmar and weredistributed and collected on-site at the schools. What was remarkable among theresponses was that young people largely had access to a morning newspaper athome and said that they would consider subscribing to one in the future.