This paper present a study where the case of the study is to examine how a selection of Swedish companies with a similar number of followers on Facebook can achieve an effective communication through a two-way communication with there followers. A survey to see which technical solutions Swedish companies need to achieve an effective communication. The main purpose is to examine how these companies work to achieve an effective two-way communication with their followers on the selected company's Facebook page. Furthermore, the effects that caused by the means of communication and the technical solutions and how they are involved in the process. That constitutes of functions that Facebook provides in terms of share, like, comment and tag. The research is based on a content analysis of six Swedish companies' Facebook pages, that are linked to theories that are related to areas of Facebook, communication, interaction and eWOM. Which late in the paper will be compiled into a conclusion. The study resulted in various forms of communication and interaction on account of the selected company's activity, purpose and on the company's adaptation after their business. / Denna studie undersöker hur ett urval av svenska företag med ett liknande antal följare uppnår en effektiv social media kommunikation på Facebook genom tvåvägskommunikation med följarna. En noggrann granskning utförs för att se vilka tekniska lösningar som företagen behöver för att uppnå detta. Huvudsyftet i studien är att undersöka hur dessa företag uppnår en effektiv social-media kommunikation genom tvåvägskommunikation gentemot sina följare via respektive företags Facebooksida. Vidare undersöks effekterna som uppstår av kommunikationsmedel och tekniska lösningarna och hur dessa är involverade i processen. Dessa utgörs av funktionerna dela, gilla, kommentera och tagga som Facebook tillhandahåller. Forskningen är baserad på en innehållsanalys av sex svenska företags Facebooksidor med en sammankoppling av vetenskapliga teorier som berör områdena Facebook, kommunikation, interaktion och eWOM. Dessa sammanställs sedan i en slutsats. Studien resulterade i olika former av kommunikation och interaktion beroende på företagets aktivitet, syfte, företagets anpassning av respektive verksamhet.

A central area of research in linguistics is the study of changes in vocabulary over time, be it over historical time periods or faster changes within generations. One contributing factor driving such fast changes could be “fashion cycles”, as this is a very general cultural phenomenon. Here, results are reported from a corpus study investigating trends over time in the use of cyber as the first part of compound nouns, and of alternatives which carry a similar meaning, such as e- as short for electronic. It is found that cyber was commonly used in the time period 1995-2004. Usage then strongly declined, but there was a new peak in popularity in the last year of available data (2012). Interestingly, cyber was initially used in positively charged or neutral contexts (e.g. cyberspace), but in recent years mostly in negatively charged words such as cyberbullying or cyber warfare. The hypothesis that cyber has been replaced with e- was partially supported (in particular in the case of e-mail, but e-books is another prominent example of a recent rising trend in vocabulary). However, in most other contexts usage of e- actually peaked a few years before the last years of the available corpus data. In general, results were consistent with “fashion cycles” in that the popularity of using cyber or e-, and in particular of specific words including these compound noun parts, seems to come and go rapidly over time. Interestingly use of cyber was seen mostly in negative contexts during later time periods. No such change was apparent in the use of e-. An emerging hypothesis partially supported by the data is that words in commercial contexts (e.g. cyber-business, e-business) rapidly lose their positive charge as they become common and are replaced by other, more novel and more fashionable words. Corpus linguistics is a very powerful tool for investigating such patterns of change in the popularity of words, and the processes behind them.

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In today’s modern society people tend to travel more due to the globalization and the fact that people are spending more money. As a result of the increasing competition within the field of tourism it has become even more important for destinations to create a clear profile and a target group when marketing destinations; it is extremely essential to have a positive image, which is genuine and perceived by visitors. This essay is written to explore how tourists experience Gothenburg as a tourist destination and how marketing is creating the city image. The study is qualitative and consists of interviews with visitors of Gothenburg to see how they perceived the city. Further one interview is performed with the communication manager of Göteborg & Co to explore how they want to be perceived by tourists. The entire essay is written in Swedish. The result of the essay shows that the image does reflect how the city wants to be perceived, but Gothenburg needs to better their marketing to gain more tourists in the future. / Idag reser jordens befolkning allt mer, konkurrensen är hård och det krävs omfattande strategier som destinationsmarknadsförare för att attrahera turister. Flera studier har gjorts i huruvida destinationer skall differentiera sig på en överbelastad marknad, forskare syftar till att turistattraktioner och unika miljöer är en bidragande faktor till ökat inflöde av turister.I denna uppsats studeras Göteborg som turistdestination, studien utformas av kvalitativa intervjuer med respondenter som under de senaste två åren besökt och turistat i Göteborg. De frågor som ställdes utformades för att få inblick i hur staden uppfattas av turister och vad som påverkar deras imagebildande av Göteborg som turistdestination. Ytterligare intervju gjordes med Göteborg & Co’s press- och kommunikationschef Stefan Gadd för att få förståelse i hur de arbetar för att skapa positiva och genuina bilder av Göteborg. Utgångspunkten för studien var att få svar på om Göteborgs identitet stämmer överens med den image som besökaren uppfattar. Studiens resultat visade på att imagen överensstämde med hur Göteborg önskar bli uppfattade, men att staden bör förbättra sin marknadsföring för att attrahera mer turister i framtiden.

The present thesis deals with the semantics of prefixes in Czech verbal neologisms. The first part describes verbal prefixation, the classification of prefixes, and their principal functions. Subsequently, polysemy, collocability and valency of prefixed verbs are characterized. The following section discusses the methodology, and characterizes the electronic neological database Neomat, which is the primary source of material for the thesis. The subject of analysis is neological verbs with prefixes od-, pro- and vy-. The meanings of these prefixes are described in relation to the collocability, valency and polysemy of prefixed verbs. The analysis aims to identify the principal meanings of the prefixes and to determine whether there are any meanings which have not been presented in any paper yet. Key words: neologism, nonce word, prefix, semantics, verb, word formation

Le football, en tant que spectacle total, n’existe que par la présence fidèle et constamment réitérée de publics. Cette présence assidue et confirmée joue un rôle déterminant et fait de ce sport un phénomène social universel, fortement médiatisé. L’objectif de ce travail ne réside pas dans l’analyse et la portée du football en tant que tel, mais sur les spectateurs qui, par leur présence et leur prégnance, le singularisent ; plus précisément, nous insistons sur la représentation médiatique de ces publics. Du fait d’une sur-médiatisation, la question qui se pose concerne la place qu’ils occupent ainsi que le jeu qui se développe entre les acteurs du football et les médias, la manière dont ceux-ci représentent ceux-là. Il s’agit de mettre en œuvre une nouvelle lecture, une nouvelle façon de penser les publics de football en particulier et le spectacle sportif en général, notamment dans le cadre du concept de représentations médiatiques. Cette recherche diachronique s’inscrit dans un temps long, de 1946 à 2010 et l’objectif consiste à retracer l’évolution des représentations médiatiques des publics et du football. Cette approche historique permet d’aborder le football dans son ensemble, les publics en particulier, ainsi que la place d’un média sportif singulier : L’Équipe. Ce journal, institution du monde sportif français joue, durant cette période, un rôle important, à la fois dans la médiatisation du sport et dans sa construction et son évolution. A travers la question des représentations des publics de football, ce sont les évolutions et les transformations du monde du football que nous analysons. / Football, as total spectacle, exists only by the faithful and constantly repeated presence of the public. This diligent and confirmed presence plays an important role and makes the sport a universal social phenomenon, highly publicized. The objective of this work doesn’t lie in the analysis and the scope of football himself, but on the public which, by his presence and resonance, makes it special; we focus on media’s representation of these groups. Due to on-media, the question that arises is the place of such public as well as the game that develops between those involved in football and the media, how they represent each other. It is implementing a new reading, a new way of thinking about public especially football’s and sports’ in general, particularly in the context of the concept of media representations. This diachronic research is based on a long time period, from 1946 to 2010 and the objective is to trace back the evolution of media representations of public and football. This historical approach allows to tackle the football as a whole, public in particular, and instead of (also) a singular sports media: L'Équipe. This newspaper, a French institution on all the world’s sports, plays, during this period, an important role, both in the media coverage of the sport and its construction and development. Through the issue of public representations of football, it is developments and changes in the world of football that we are analyzing.

Thesis provides an overview of viral marketing. It describes the process by which you can be inspired to implement viral campaign. The thesis includes analysis of specific viral Web project. The aim of this thesis is to create a breakdown of the various components of viral marketing, to establish conditions that should be satisfied for the viral marketing to success, suggesting how to use viral marketing on social network Facebook and evaluate the various components of this service for the promotion possibilities, to analyze own viral projects and map out the key factors for their success. The main benefit of the thesis is to provide basic information about viral marketing, an overview of the use of Facebook services for viral marketing and viral analysis of running applications and their resulting knowledge.

Social media has increased the possibilities for consumers to gather and share consumption related experiences with other consumers through electronic word-of-mouth (eWOM). eWOM affects the relationship between customer and business, and therefore also affects customer relationship management (CRM). Therefore, the research question of this study is: “How does electronic word-of-mouth (eWOM) affect customer relationship management (CRM) at an organization in the creative industry?”. The purpose of this study is to, for an organization in the creative industry, investigate the effects of eWOM on CRM. Theories are used to define and discuss the concepts eWOM and CRM, and a model in which the concepts are linked together is generated. A case study design focused on one organization has been used for the study; data was collected through semi-structured interviews and from the organizations social media accounts. The results of this study show that eWOM affects CRM in numerous ways. Organizations can benefit from eWOM by using the customer information that eWOM generates, as well as use eWOM to spread organizational and customer generated information. In addition to this, organizations can gain from considering negative eWOM when interacting with and responding to customers on social media. / Sociala medier har utvecklat individers och organisationers kommunikationsmöjligheter. Detta har utökat konsumenters möjligheter att samla opartisk produktinformation från andra konsumenter, samt gett dem möjlighet att själva förse andra konsumenter med konsumtionsrelaterade erfarenheter och åsikter genom electronic word-of-mouth (eWOM). eWOM påverkar relationen mellan kund och företag, och innebär därmed påverkan på customer relationship management (CRM). Vid genomgång av tidigare studier återfanns inga artiklar som undersöker eWOM i relation till CRM. Samtidigt är kulturbranschen i större utsträckning, jämfört med andra socioekonomiska aktiviteter, beroende av word-of-mouth. Utifrån detta utgår undersökningen från frågeställningen ”Hur påverkar electronic word-of-mouth (eWOM) customer relationship management (CRM) hos organisationer inom kulturbranschen?”. Undersökningens syfte är att undersöka vilka effekter eWOM har på CRM hos organisationer inom kulturbranschen. Syftet är vidare att utveckla en djupare förståelse för kopplingen mellan dessa begrepp. Den teoretiska referensramen definierar och diskuterar begreppen eWOM och CRM, samt beskriver tidigare forskning om begreppen. Detta leder fram till en analysmodell där dessa begrepp kopplas samman, samt en diskussion och förklaring av denna sammankoppling. Undersökningen utgår från en fallstudiedesign, eftersom syftet är att utveckla en djupare förståelse för hur eWOM påverkar CRM. Undersökningen har studerat en organisation inom kulturbranschen; data har samlats in från organisationens olika sociala medier, och semistrukturerade intervjuer med anställda inom organisationen har ägt rum. De resultat som framkommit ur undersökningen visar att eWOM påverkar CRM på flera sätt. Organisationer kan dra nytta av eWOM genom att nyttja den kundinformation som uppkommer i och med eWOM, genom att använda eWOM för att sprida organisations- och konsumentgenererad information, samt genom att använda eWOM till att förstärka affective commitment. Dessutom kan organisationer behöva ha negativ eWOM i åtanke vid bemötande av kunder samt även vara närvarande vid diskussioner på sociala medier för att påverka hur kunders eWOM utvecklas.

Social media channels are today an important marketing platform where companies effectively can reach their target groups online through paid advertisements, sponsored posts and electronic word of mouth. Electronic word of mouth can be used by companies to spread their brand through individuals sharing experiences and information with others within their social network in a process called influencer marketing. The challenge is identifying and selecting influencers who have a significant impact on the brand’s target audience. The purpose of this descriptive essay is therefore to gain a better understanding of how companies choose influencers to strengthen their brand and customer relationship.  The theories used to examine the purpose above are the Bandwagon-effect, the Source Credibility-model, Keen’s competence-theory, Competence-based view, Bacharach and Lawler’s power-theory, the Social Media Power-model and the Social Media Influencer Value-model. These theories presented in the theoretical framework is the foundation of the study used to investigate factors that affect companies’ choice of influencers. To verify or falsify these theories a qualitative case study consisting seven interviews with companies using influencer marketing have been executed. This was followed by observations of posts on social media from influencers whom the interviewed companies collaborate with, for the purpose of increasing the validity of the interviews.  Based on the results from the collected empirical data an interaction model, including significant factors when choosing an influencer, was formed. The model presents the factors in different levels of significance where the first level includes the most important factors to consider. The results also show a variance of each factor’s significance depending on company circumstances such as industry or target audience.  The contribution of the study is, above all, increased opportunities for companies in identifying influential people to benefit from in their influencer marketing. If companies are aware of these significant factors they will have a greater chance of success in choosing the right influencer for strengthening the company brand and customer relationship.

Digitalization in the music industry and the emergence of social media, has created opportunities to reach more potential music consumers. Companies are increasingly integrating through visual media such as photos and videos into their social media marketing content. The study aims to provide an understanding of the major record labels use of Content Marketing and its role on social media in the marketing of music. To understand how the major record labels work with Content Marketing and marketing music on social media the empirical data and study is based on a qualitative research method with 8 interviews with people working in the Swedish music industry.  Based on the empirical material the study found adaptation, interaction, authenticity and relevance were key attributes when publishing content on social media. Segmentation, Influencer Marketing and Electronic Word of Mouth were the most relevant and important strategies used when marketing and launching new music through social media. Finally, we propose that future research should be conducted using a quantitative research method to study music consumer behaviour and attitudes surrounding  Content Marketing on social media.