Den digitala underhållningsbranschen utvecklas ständigt där nya innovationer lanseras och konsumtionsmönster förändras. Snabbspolad kultur är ett fenomen som syftar till den trend där våra digitala underhållningsmedier ökar i hastighet. Detta innebär att ljudböcker spelas i höger hastighet, poddar rensas på andningspauser och tempot på låtar vrids upp (Ahlström & Laurell 2023). Denna trend samspelar även med en ökad kamp om konsumentens sjunkande uppmärksamhet samt ett ökat informationsflöde på marknaden. Syftet med studien är att öka förståelsen kring hur företag som producerar audiella produkter påverkas av trenden gällande snabb kultur samt hur de, genom marknadsföring, kan påverka en informations-stressad konsument av digital audiell underhållning. Konsumenternas perspektiv bearbetas även genom att se hur de förhåller sig till audiella produkter samt marknadsföringen av dem, i en kontext av snabb digital kultur och informationsstress. De audiella underhållningsmedierna är avgränsade till att beakta musik, poddar, ljudböcker och radio. Ett ljuddesignföretag har även intervjuats för att få ett ytterligare perspektiv på ämnet. De teorier och modeller som används i studien är bland annat: samskapande av värde (co-creation of value), 7p-modellen, interaktiva & transaktionella kommunikationsmodellerna samt den inverterade U-kurvan vid informationsöverbelastning. Studien är en tvärsnittsstudie som grundas på kvalitativa, semistrukturerade intervjuer som förts med både konsumenter och branschrepresentanter. Studiens resultat visade på att marknadsföringens kärnbudskap bör presenteras direkt i en annons för störst påverkan samt att marknadsföringen bör vara informativ vid låg uppmärksamhet hos konsument. Detta motsäger tidigare teorier som anser att känslobaserad marknadsföring är mer effektiv vid låg uppmärksamhet. Denna slutsats visar på studiens teoretiska bidrag. Andra slutsatser från studien visar på att digitala audiella underhållningsprodukter fått en mer funktionell roll hos konsumenter. Konsumenter har även blivit passiviserade i fråga om deras val av audiella medier där de låter algoritmer och streamingplattformar i större utsträckning styra deras val. En annan framträdande aspekt gällande studiens resultat var att audiella produkter tenderar att vara mer känsloladdade. Detta kan ses som en direkt reflektion av den snabba kulturens påverkan. Studiens praktiska bidrag ligger i studiens värde för företag som arbetar med audiella produkter. / This study examines the trend of fast-forward digital culture within digital audio entertainment products. By high-paced digital culture this study refers to the fact that we listen to podcasts in speed up versions and that high speed versions of songs become hits on platforms like TikTok. The aim is to increase the understanding of how companies that provide these products can reach and influence an information-stressed consumer with marketing activities, as well as how this trend affects the audio products itself. How audio entertainment companies relate and act upon this trend will also be included. Qualitative, semistructured interviews with both consumers and industry representatives have been carried out to be able to investigate this topic. The term digital audio entertainment products is limited to: audiobooks, podcasts, music and radio. A sound design bureau has also been interviewed in order to gain an additional perspective. The study includes, among other, the following theories and models: Co-creation of value, the 7 p’s model, the interactive and transactional model of communication and information overload as the inverted U-curve. One conclusion from the study shows that in order to reach an information-stressed customer, ads should be informative where the core messages should be exposed during the first seconds. This indicates the study's theoretical contribution since previous studies consider emotional based marketing to be more effective for information stressed customers. The study also has a practical contribution in the form of valuable knowledge for companies in the audio entertainment industry. Conclusions from the study also exposes the fact that audio products tend to be loaded with emotions to a higher distinction, in order to cut through the noise as well as to keep the listener engaged. Audio products also seem to have evolved a more functional role where customers choose products according to current activity or desired mood.

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Background: Much has happened in information technology in the last decade, and the amount of information someone can be exposed to is enormous. There are many digital information channels today used at different organizations. This research study has investigated which channel is used the most, and if there are any methods for handling the flow of information. With these tools and methods, together with a sufficient literature review a proposed model was developed to aid organizations with their information flow. Aim: To conduct research in the field of internal communication with focus on digital channels, to finally come up with what tools and methods can be used for improved internal communication, and to propose a model for this. Method: Three sources of data collections have been used. The first one is semi-structured interviews, where six volunteers have participated, the age ranging from 31-60. The targeted volunteers were the managers, and the employees of the organizations. The second is surveys where 14 volunteers contributed, where we used snowball sampling. The third is a document study that consists of research-generated literature review. Results/Conclusion: Our analysis concluded that the most useful tools for communicating with digital channel sare, namely, email, intranet and telephone. However, the usefulness of the tools decline rapidly when too much unnecessary information flows in the wrong channels. What this research study came up with regarding contribution was an easy to use four step model to be able to classify the information and use the correct channel for it. Working alongside this model, will help with minimizing information overload in the channels used for communication. It is also important from an organization perspective when onboarding employees to learn which channels are used for which kind of information.

In this dissertation, I propose that there are multiple factors, such as the education process and the consumption environment, which work to simultaneously create an opposition framework. People are constantly exposed to rival products, which are positioned to be opposites even when they are often extremely similar in chemical content and physical appearance. Thus, the implications of the recency-frequency model of activation (Higgins, Bargh and Lombardi 1985) would be that these proximal factors could, in some sense, prime dichotomous thinking. Dichotomous or oppositional thinking, as it is defined in this dissertation, pertains to the flattening of dimensions present in a choice set such that the items can be graphically depicted at two ends of one dimension (see Figure 2 and Figure 3). I will first explore the impact of a dichotomous mindset on making a decision and then expand to the realm of opposition in choice set structures. / Ph. D.

Yes / Prominent e-commerce platforms allow users to write reviews for the available products. User reviews play an important role in creating the perception of the product and impact the sales. Online reviews can be considered as an important source of e-word of mouth (e-WOM) on e-commerce platforms. Various dimensions of e-WOM on product sales have been examined for different products. Broadly, studies have explored the effect of summary statistics of reviews on product sales using data from various e-commerce platforms. Few studies have utilized other review characteristics as length, valence, and content of the reviews. The sequence of reviews has been hardly explored in the literature. This study investigates the impact of sequence of helpful reviews along with other review characteristics as ratings (summary statistics), volume, informativeness, and valence of reviews on product sales. Hence, a holistic approach has been used to explore the role of summary statistics, volume, content and sequence of reviews on product sales with special emphasis on sequence of reviews. Relevant theories such as message persuasion, cognitive overload and belief adjustment model have also been explored during the construction of the model for review data. The proposed model has been validated using the helpful reviews available on Amazon.in website for various products.

The research examines the relationship between cyber addiction (excessive use of the Internet, CA), information overload (IO), and assesses their impact on workplace productivity. A multi-methods approach is used employing the Internet Addiction Test (IAT) and a quantitative survey design to assess and test the stated hypothesis. The study used random sampling methods targeting 150 respondents from different information technology departments of various organizations. The study hypothesizes that CA and IO have a reciprocal association, which adversely affects workplace productivity and employee performance. From the findings, IAT scores increase with an associated possibility of reporting burnout, fatigue, and other components associated with CA and IO. Also, CA and IO were significantly correlated, as evaluated by the chi-square test, although the same approach did not yield significant associations between CA and perceived internet dependence. Other findings CA components, such as social media use, significantly associated with task postponement and burnout. As well, CA affected IO with substantial impacts on workplace productivity. The paper highlights managerial aspects that organizations should consider in optimizing the output of their staff. Recommendations include wellness programs, altering the leadership and management styles, and sensitizing the employees on the adverse effects caused by the two variables.

Internal marketing and internal communication are essential tools to align em-ployees’ mindsets with the necessary tasks which bring about employee satis-faction and organisational prosperity. Electronic newsletters serve as an internal marketing communication medium which can convey the necessary information to employees regarding the organisation’s goals and objectives. They also act as a medium to build relationships with employees and encourage improved service delivery and customer-oriented employee mindsets. Employees’ willingness to make use of electronic newsletters for the purpose of disseminating organisational information is an indication of employees’ acceptance of the organisational information and use thereof in performing organisational tasks successfully as the organisation intends. The purpose of the current study was to determine employees’ acceptance of electronic newsletters, as an internal marketing communication medium, in order to disseminate organisational information which contributes to the attainment of organisational goals, objectives and success. An empirical study was conducted to determine employees’ acceptance of elec-tronic newsletters by means of an adapted technology acceptance model, self-administered, e-mail survey disseminated to employees of a higher education institution. The study followed a quantitative research approach, utilising re-gression in the analysis of the data. Based on the research results, employees do accept the electronic newsletter for the dissemination of organisational information, albeit with suggestions on how it can be better utilised in future. / Business Management / M. Com (Business Management)

The customer journey is a re-submerged subject which has become increasingly relevant. The focus derives from the increased focus on customer experience as touch points are increasing as well as becoming more accessible. This is creating problems for companies to allocate their resources in marketing. Previous literature on customer journeys are also limited, mostly originating from research on customer experience. This motivates research within the field with the purpose of exploring the customer journey and connected phenomena.    The basis of this thesis was the customer journey which derives from customer experience. Further, the theoretical framework presents theories about customer experience, consumer buying decisions, customer journey and its touch points. The theoretical framework also presents two conceptual models concerning customer journey and customer experience. Focus was here on exploring the formulation of the customer journey, its steps and components. But also, on investigating how customer experiences affects customer journeys. This thesis had a qualitative research strategy and empirical material was collected through interviews. The empirical findings and the analysis resulted in several conclusions as this was an exploratory study. Reason for use of route, use of different touch points, customer experience impact and were found. Furthermore, the customer journey itself was identified as a reason for conducting a purchase. The result of this thesis might help companies allocate their resources more efficiently between touch points. As well as understanding how to create positive customer experience and the importance of it.

En diskussion har länge förts kring hur beräkning av goodwill ska ske. Detta framförallt eftersom goodwill är en komplex tillgång som är svår att identifiera och separera från andra tillgångar. Sedan 2005 tillämpas nedskrivning av goodwill enligt IAS 36 för noterade företag. De krav som återfinns i IAS 36 p.134 har enligt tidigare studier visat sig vara svåra för företagen att följa. Kraven anses motsvara kapitalmarknadens informationsbehov. Därmed har författarna ansett att det finns ett intresse i att studera vilket behov finansanalytikerna har av upplysningarna i IAS 36 p. 134. I uppsatsen studeras fyra finansanalytikers åsikter och behov utav denna information. Syfte: Studien syftar till att undersöka om den information som ska ges av företagen enligt IAS 36 p.134 överensstämmer med finansanalytikernas behov av information, hur denna information används samt hur finansanalytikernas behov påverkar utfärdandet av redovisningsinformation. Metod och empiri: Studien är kvalitativ och abduktiv. Empiriinsamlingen har skett genom intervjuer med fyra finansanalytiker. Teori: Det teoretiska ramverket består av IFRS föreställningsram, IAS 36, Analytikers roll och arbete, teori om marknadseffektivitet, reglering, informationsöverflöd samt nytta och kostnad. Resultat: Studien visar att upplysningarna enligt IAS 36 p.134 inte används direkt i kassaflödesmodellen men att upplysningarna används som referens-/signalvärde samt för att uppskatta den finansiella risken. Den information som är relevant för finansanalytiker är antaganden och förändringar av dessa antaganden. Informationen om nedskrivningsprövning av goodwill är relevant vid förvärv och när förväntan på utdelning hos ett företag är hög. Finansanalytiker anser att det är relevant information att få veta om en valutaförändring skett som påverkar goodwillvärdet. Företagens subjektivitet kan försämra informationens tillförlitlighet. Även goodwillvärdet kan upplevas mindre tillförlitligt på grund att den är svår att separera från andra tillgångar. Trots detta är den generella åsikten bland finansanalytikerna att den information som presenteras är tillförlitlig. Finansanalytikerna vill ha så mycket information som möjligt samtidigt som studien tyder på att de till stor del inte använder sig av informationen om nedskrivningsprövning av goodwill vid en företagsanalys. Detta orsakar en överproduktion av redovisningsinformation som orsakar kostnader för företag och kunder. / The calculation of goodwill has been a subject discussed for a long period of time. The main reason for this is that goodwill is a complex asset, which is difficult to identify and separate from other assets. Since 2005, companies, which are quoted on the stock exchange, have to apply to IFRS standard IAS 36, which treats the impairment test of goodwill. According to several earlier studies the requirements of IAS 36 p. 134 have shown to be difficult for companies to comply with. These requirements are considered to correspond to the needs of information that the capital market requests. Therefore, the authors of this thesis have considered it to be interesting to examine the analysts’ needs of the information according to IAS 36 p.134. In this thesis four analysts’ opinions and needs of financial information according to IAS 36 p.134 are studied. Purpose: The study aims to examine if the information that should be presented by companies according to IAS 36 p.134 comply with the analysts’ needs of information. It will also include how the information is used and how analysts’ needs affect the publication of financial information. Method and empirics: The study is qualitative and abductive. The collection of empirics has been made through interviews with four analysts. Theory: The theory consists of the IFRS framework, the IAS 36 and the role and work of the analyst. In addition, the theory of market efficiency, regulation, information overload and the benefit and cost theory will also be analysed. Result: The study shows that the information according to IAS 36 p.134 is not directly used in the cash flow model. However, more as a reference or signal value and it is also used to evaluate the financial risk. The information, which is relevant for analysts, is the assumptions made and the changes of these assumptions. Information considering goodwill impairment test is relevant when acquisitions are made and when there are high expectations of dividends. Also, it is relevant information where there has been a great currency fluctuation, which affects the value of goodwill. Considering whether analysts find the information to be reliable, they find that the reliability will become deteriorated since the company is subjective when it performs the estimation. Also, the value of goodwill is considered to be less reliable since it is difficult to separate from other assets. In spite of this, the general opinion among analysts is that the presented information is reliable. The analysts wish to receive as much information as possible. Hence, at the same time the study shows that they for the main part do not use the information concerning goodwill impairment tests. This causes an information overload of financial information that further results in costs for companies and customers.

Background: Competition in the market for non-profit actors has increased significantly. More channels to reach potential donors have been designed, and ways to help has been extended. The industry is scrutinized with critical eyes because of the scandals that have emerged in recent years. It has contributed to making it possible to distinguish a negative trend regarding public trust in the sector. The market has therefore changed and the conditions for obtaining donations are different. Aim: The purpose of this thesis is to create a better understanding of how non-profit actors motivate individuals to donate money to their business. An additional purpose is to analyze what non-profit actors have to consider, in a competitive market, in order to influence individuals’ donor process. Method: The study is qualitative in nature, where interviews were conducted with seven non-profit actors in Sweden. When using this method, a deeper understanding is created for the phenomenon we want to highlight. Conclusions: Non–profit actors use motivations strategies to a large extent for obtaining donations from individuals. Because of today’s competitive market, there are several factors non–profit actors need to consider in order to retaining their position and to grow. They must relate to elements such as the external environment, internal environment and their stakeholders. Stakeholders require trust and transparency, where problems of information overload and cost may be incurred. / Bakgrund: Konkurrensen på marknaden för insamlingsverksamheter har ökat betydligt. Fler kanaler för att nå potentiella givare har utformats och sätten att bidra har utökats. Vidare granskas branschen med kritiska ögon, på grund av skandalerna som har uppstått de senaste åren. Det har bidragit till att det går att urskilja en negativ trend rörande allmänhetens förtroende för sektorn. Marknaden har således förändrats och förutsättningarna för att erhålla bidrag till sitt ändamål är inte desamma. Syfte: Syftet med det här examensarbetet är att skapa en ökad förståelse för hur insamlingsverksamheter motiverar privatpersoner att skänka pengar till deras verksamhet. Vidare är syftet att analysera vad insamlingsverksamheterna behöver ta hänsyn till på en konkurrensutsatt marknad för att påverka individers givarprocess. Metod: Studien är av kvalitativ karaktär, där intervjuer har genomförs med sju ideella aktörer i Sverige. Vid användande av den här metoden kan en djupare förståelse skapas för det fenomen vi vill belysa. Slutsats: Insamlingsverksamheterna använder i stor utsträckning motiveringsstrategier för att erhålla givande från privatpersoner. På grund av dagens konkurrensutsatta marknad finns det ett flertal faktorer verksamheterna behöver ta hänsyn till för att kvarhålla sin position och växa på marknaden. De måste förhålla sig till element såsom den externa miljön, den interna miljön och deras intressenter. Intressenter kräver i sin tur förtroende och transparens där problem med informationsöverflöd och kostnader kan uppstå.