Sociala mediers framskridande har förändrat hur vi ser på världen och hur samhället ser ut. I samband med att användningen av sociala medier har ökat har även kritiken riktad mot modeföretag ökat. Det har lett till ett maktskifte från företag till konsument, vilket i sin tur har gjort att företag har fått en minskat kontroll över vad som sprids och sägs om dem. Det som tidigare var word-of-mouth (WOM) har nu blivit en mycket snabbare variant: nämligen electronic word-of-mouth (eWOM). Med hjälp av eWOM använder konsumenter sin makt för att styra hur modeindustrin utvecklas och, till och med i vissa fall, vilka som blir “canceled”. I takt med att konsumenter har blivit mer kritiska, har de också blivit mindre källkritiska vilket leder till att de lätt tror på den kritik som de presenteras för, utan vidare åtanke. Det har därför blivit viktigt för företag att lära sig hur de ska bete sig i det nya klimat som uppstått på sociala medier och hur de ska bemöta negativ kritik. Denna studie undersöker hur sociala medieanvändare reagerar på negativ kritik mot modeföretag på sociala medier och hur det i sin tur påverkar deras inställning till företagen. Studien bidrar med information som kan hjälpa företag att bemöta den kritik som de får på sociala medier. Denna studie fyller ett gap då tidigare forskning främst undersöker hur konsumenter kritiserar företag och inte hur de ställer sig till kritik. Tidigare forskning undersöker inte heller hur konsumenters inställning faktiskt ändras i samband med kritik. Studiens syfte uppnås genom en fältstudie på sociala medieplattformen Instagram och intervjuer. Fältstudiens utgångspunkt är kommentarer tillhörande kritiska inlägg om olika modeföretag på Instagram. Intervjuerna baseras på samma inlägg som fältstudien där respondenternas inställning till företagen undersöks. Studien har funnit att negativ kritik har en negativ påverkan på konsumenters inställning till modeföretag. Däremot påverkar kritiken olika mycket beroende på grad av lojalitet och typ av kritik. Vidare är mindre väletablerade modeföretag mer sårbara i samband med kritik än de stora välkända modeföretagen. Företag kan påverka situationen genom att bemöta kritik på ett lämpligt sätt. Ett defensivt bemötande leder ofta till att konsumenter får en mer negativ inställning snarare än om företag svarar sårbart, alternativt inte alls. Sammanfattningsvis kan företag, trots att de förlorat en hög grad av kontroll, med rätt medel, styra konsumenters inställning. / The rise of social media has changed how we see the world and how society looks today. As the use of social media has increased, so has the criticism directed at fashion companies, which has led to a shift in power from companies to consumers—giving companies less control over what is said about them. As a result, what used to be word-of-mouth (WOM) has now evolved into a much quicker variant: namely electronic word-of-mouth (eWOM). Using eWOM, consumers use their power to control how the fashion industry develops and, in some cases, even which companies get "canceled." The amount of news circulating online and the low level of control that companies have, has led to the vast emergence of fake news. As consumers have become more critical of companies and their actions, they have also become less critical of sources, leading them to believe the criticism they are presented without further thought. Therefore, it has become essential for companies to learn how to behave in the new climate that has emerged on social media and respond to the negative criticism. This study examines how social media users react to negative criticism of fashion companies on social media and how this, in turn, affects their attitude towards these companies. The study contributes to the understanding that can help companies respond appropriately to their criticism on social media. This study fills a gap as previous research mainly examines how consumers criticize companies and not how they respond to criticism. Previous research also does not examine how consumers' attitudes change in response to criticism. The intent of this study is attained through a field study conducted on the social media platform Instagram in combination with interviews. First, the field study analyzes comments associated with critical posts about different fashion companies on Instagram. Then, the interviews are based on the same posts used in the field study, where the respondents' attitudes towards these companies are examined. The study has found that negative criticism hurts consumers' attitudes towards fashion companies. However, the impact of criticism varies depending on the degree of loyalty and the type of criticism. Furthermore, less established fashion companies are more vulnerable to criticism than the larger renowned fashion companies. The study concludes that companies can influence crises by responding to criticism appropriately. For example, a defensive response often leads to a more negative attitude of consumers rather than if companies were to respond vulnerably or not at all. In closing, companies can manage consumer attitudes with appropriate means despite having lost a high degree of control.

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The result of the study has shown that a failed product placement does not affect a company's brand image in a negative way if the brand is well known and the consumers that take part off the product placement already has a good brand image. The study showed that if the brand is well known, their product placement only has a positive reaction to increased exposure which consequently can raise consumers' word-of-mouth (WOM) for the company. The results obtained also showed that the context, which the product placement took place in, was more important for the brand image to be retained by consumers than the profile associated with the product. The consequences for the company's brand image could only be positively influenced if the context in which the brand was placed demonstrated the company's values. However, negative consequences could arise for the character associated with the product if the character chooses to exhibit values that doesn´t correspond with the brand that had placed their product. Finally, the conclusion also showed a connection between how unsuccessful product placement leads to more publicity for a company in the media than a successful one. However, the media can create a perceived discrepancy between consumers and other stakeholders that is not true.This can lead to a brand's image being perceived as changing in a negative way, even though it really is unaffected or the same as before. The brand image that was with stakeholders to the company was, however, only shown to be positively affected or unchanged. Therefore, increased publicity in the media has only been shown to increase WOM to the company that performs unsuccessful product placement in a positive way, if the company is well known since before. Hence, the conclusion of the study proved that a company’s brand image was sustainable and unaffected, or positively affected, by their stakeholders if it was placed in the right context, even if external factors tried harming the brand’s placement. / Studiens resultat har påvisat att en misslyckad produktplacering inte påverkar ett företags varumärkesimage negativt om varumärket är välkänt och konsumenterna, samt aktieägarna som tar del av placeringen redan har en god varumärkesimage. Studien påvisade att om varumärket var välkänt var en tydlig produktplacering endast positiv för att möjligtvis öka exponeringen av varumärket och därmed öka intressenternas word-of-mouth (WOM) till företaget. Resultatet uppvisade att sammanhanget som produktplaceringen skedde i var viktigare för att varumärkesimagen skulle behållas hos konsumenter och aktieägare än den profil som associerades med produkten. Påföljden som företagets varumärkesimage fick kunde bara bli positivt påverkat om sammanhanget som det placerades i påvisade varumärkets värderingar. Negativa konsekvenser kunde dock uppstå hos den profil som associerades med produkten i sammanhanget om profilen valt att uppvisa värderingar som inte stämde överens med varumärket som produktplacerades. Slutligen påvisade slutsatsen också ett samband mellan hur misslyckad produktplacering leder till mer publicitet för ett företag i media än en lyckad sådan. Dock kan media skapa en upplevd diskrepans mellan konsumenter och andra intressenter som inte stämmer. Det kan leda till att ett varumärkes image uppfattas som förändrad på ett negativt sätt, fastän den egentligen är opåverkad eller densamma som innan. Varumärkesimagen som fanns hos intressenter till företaget påvisades dock endast vara positivt påverkad eller oförändrad. Ökad publicitet i media har därför endast visats öka WOM till företaget som utför misslyckad produktplacering på ett positivt sätt,om företaget är välkänt sen tidigare. Slutsatsen blir därmed att ett företags varumärkesimage är uthållig, opåverkad eller påverkad positivt, hos dess intressenter om det placeras i rätt sammanhang, fastän en extern faktor försöker skada varumärkets placering.

The aim of this study was to develop, digitally record, evaluate, and psychometrically equate a set of Taiwan Mandarin bisyllabic word lists to be used for word recognition testing. Frequently used bisyllabic words were selected and digitally recorded by male and female talkers of Taiwan Mandarin. Twenty normally hearing subjects were presented each word to find the percentage of words which they could correctly recognize. Each word was measured at 10 intensity levels (-5 to 40 dB HL) in increments of 5 dB. Logistic regression was used to include 200 words with the steepest logistic regression slopes in four psychometrically equivalent word lists of 50 words each with eight half-lists of 25 words each. Digital recordings of the psychometrically equivalent bisyllabic word recognition lists are available on compact disc.

The purpose of this study was to create psychometrically equivalent word lists in the language of Cantonese for word recognition testing. Frequently used bisyllabic Cantonese words were recorded by a native female and male talker. The word lists were evaluated by administering the word recognition lists to 20 native speakers of Cantonese with normal hearing. Each list was presented at 10 different intensity levels ranging from -5 to 40 dB HL in 5 dB increments. Logistic regression was used to determine the words with the steepest logistic regression slopes. The 200 words with the steepest slopes were then formulated into four lists of 50 words and eight half-lists of 25 words. The mean psychometric slope value at the 50% location for the male talker was 7.5%/dB while the mean slope for the female talker was slightly steeper at 7.6%/dB. The word lists were digitally recorded on compact discs for worldwide use.

We propose the fuzzy lexical representations (FLRs) hypothesis that regards fuzziness as a core property of nonnative (L2) lexical representations (LRs). Fuzziness refers to imprecise encoding at different levels of LRs and interacts with input frequency during lexical processing and learning in adult L2 speakers. The FLR hypothesis primarily focuses on the encoding of spoken L2 words. We discuss the causes of fuzzy encoding of phonological form and meaning as well as fuzzy form-meaning mappings and the consequences of fuzzy encoding for word storage and retrieval. A central factor contributing to the fuzziness of L2 LRs is the fact that the L2 lexicon is acquired when the L1 lexicon is already in place. There are two immediate consequences of such sequential learning. First, L2 phonological categorization difficulties lead to fuzzy phonological form encoding. Second, the acquisition of L2 word forms subsequently to their meanings, which had already been acquired together with the L1 word forms, leads to weak L2 form-meaning mappings. The FLR hypothesis accounts for a range of phenomena observed in L2 lexical processing, including lexical confusions, slow lexical access, retrieval of incorrect lexical entries, weak lexical competition, reliance on sublexical rather than lexical heuristics in word recognition, the precedence of word form over meaning, and the prominence of detailed, even if imprecisely encoded, information about LRs in episodic memory. The main claim of the FLR hypothesis – that the quality of lexical encoding is a product of a complex interplay between fuzziness and input frequency – can contribute to increasing the efficiency of the existing models of LRs and lexical access.

The purpose of this study is to investigate how attitude and credibility have an impact on consumers' buying behavior in connection with influencer marketing. Thus, the study aims to investigate which of the phenomena influencer marketing and WoM are reported to affect consumers' buying behavior to the highest degree. To investigate the study and answer the questions, this study has been based on a non-probability sample in the form of a purposive sample since a few predestined criteria were used in the selection of respondents. Furthermore, this study is based on a semi-structured interview because the interviews have taken place according to specific themes that have been addressed. These themes are attitude, credibility, and word-of-mouth (WoM) which are also used in the theoretical framework of the study.   The results of the study have shown that a positive attitude has a significant impact on consumers' buying behavior. The recommendations that influencers make are more genuine than the marketing posts that they present on social media. A positive attitude leads consumers to be inclined to buy what the influencer recommends or marketing. As a result, it has been shown that a negative attitude can reduce consumers' credibility towards influencers and affect their purchase decisions. Based on the results, it has emerged that credibility affects consumers' buying behavior. The credibility of the influencers decreases when they market a product / service, as consumers believe that they do so for financial reasons. It is important that the influencers convey the information in a unique way and show that they use the marketed product / service afterwards to generate credibility. It can be stated that scandals that the influencers are involved in, partly affect consumers' credibility towards them because consumers do not have a direct relationship with the influencer. The study has thus shown that consumers have greater confidence in their surroundings than influencers because they do not receive any payment when they recommend a product / service. But also, because consumers have a personal relationship with their friends and family. It has also emerged that consumers have greater confidence in influencers than those around them. However, it depends on whether the influencer is knowledgeable and educated in what he/she presents on social media. / Syftet med studien är att undersöka hur attityd och trovärdighet har en påverkan på konsumenters köpbeteende i samband med influencer marketing. Därmed syftar studien till att undersöka vilket av fenomenen influencer marketing och WoM påtalas påverka konsumenters köpbeteende i högsta grad. För att undersöka studien och besvara på frågeställningarna har denna studie grundat sig på ett icke-sannolikhetsurval i form av ett målstyrt urval, då ett antal predestinerade kriterier använts vid val av respondenter. Vidare grundar denna studie på semistrukturerad intervju eftersom intervjuerna har skett utefter specifika teman som har behandlats. Dessa teman är attityd, trovärdighet och word-of-mouth (WoM) som även används i uppsatsens teoretiska ramverk.   Studiens resultat har påvisat att positiv attityd har en betydande påverkan på konsumenters köpbeteende. Rekommendationerna som influencers gör anses vara mer genuina än marknadsföringsinläggen som de presenterar på sociala medier. En positiv attityd leder till att konsumenterna blir benägen att förvärva det influencern marknadsför eller rekommenderar. I och med detta har det påvisats att en negativ attityd kan minska konsumenternas förtroende till influencers samt påverka konsumenternas köpbeslut. Utifrån resultatet har det framkommit att trovärdighet påverkar konsumenternas köpbeteende. Trovärdigheten för influencerna minskar när de marknadsför en produkt/tjänst, då konsumenterna anser att de gör det av ekonomiska skäl. Det är viktigt att influencerna förmedlar informationen på ett unikt sätt samt visar att de använder den marknadsförda produkten/tjänsten i efterhand för att generera trovärdighet. Det kan konstateras att skandaler som influencerna är med om påverkar delvis konsumenters förtroende för dem eftersom konsumenterna inte har en direkt relation till influencern. Studien har därmed påvisats att konsumenter har större förtroende för sin omgivning än influencers eftersom de inte tar del av någon betalning när de rekommenderar en produkt/tjänst. Men även för att konsumenterna har en personlig relation med sina vänner och familj. Det har även framkommit att konsumenter har större förtroende för influencers än omgivningen. Dock, beror det på om influencern är kunnig och utbildad inom det den presenterar på sociala medier.

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The dissertation considers the occasionalisms created by Victor Pelеvin in his dystopia novel «S.N.U.F.F.», their structure, mode of word-building is analyzed. It is proved that the occasional lexicon in the novel is characterized by semantic multilayered and multivariate interpretation. The presented thematic classification of proper names used in the novel shows that the creative dominant of the writer is a high level of play with the word, which requires an appropriate level of intelligence and erudition of the reader. / В магистерской диссертации рассматриваются окказионализмы, созданные Виктором Пелевином в его романе-антиутопии «S.N.U.F.F.», анализируется их структура и способы словообразования. Доказано, что окказиональная лексика в романе характеризуется смысловой многослойностью и многовариантностью толкования. Представленная тематическая классификация имен собственных, используемых в романе, показывает, что креативной доминантой писателя является высокий уровень игры со словом, который требует соответствующего уровня интеллекта и эрудиции читателя.

People's engagements in social communities online have over recent years proven to be of great importance on others' opinions when purchasing products. Word-of-Mouth (WOM) has been around since ancient times and is a concept about consumers communicating with each other about their experience about services and products. Over the last decades research on Word-of-Mouth has increased when it was discovered how it has the power to influence consumers' purchase behaviours. The modern era of the introduction of the internet gave Word-of-Mouth a new concept called Electronic Word-of-Mouth (eWOM) that has given people the opportunity to share their negative and positive experiences online with others by leaving reviews. These reviews can be read by customers with access to the internet and could change their purchase intentions and therefore affect the company's sales and reputation. It has given the companies the opportunity to read about customers reviews and the chance to respond to the reviews by leaving comments online. This gave this study the opportunity to research if companies in Luleå are responding to negative reviews. As well, if the customers believe that their purchase intention is being affected by other users' reviews, and if the customers believe the companies can change the outcome of a review by responding to them.  In this study, quantitative research was used to collect data through surveys in Facebook groups with questions limited to Luleå. The questions were divided into three sections: Reading reviews, Responding to reviews, and Purchase intention. The study found that there was a relationship between the variables reading reviews, responding to reviews, and purchase intention. Previous literature has meant that people write more negative reviews when they have the ability to complain and write reviews through the Internet. However, for this study in Luleå, it was shown that this is not the case. It was found that few of the respondents gave negative reviews about the businesses in Luleå and that the businesses in Luleå did not respond to them. It was also found that respondents read reviews before buying, which affected their intention to buy, with negative reviews being more important than positive ones. People in Luleå consider negative reviews trustworthy and believe that businesses can change the outcome of negative reviews by responding to them. Therefore, it is of interest for local businesses in Luleå to review and respond to negative online reviews as they will impact their business.