Over time the tourism industry has been expanding at an exponential rate to the point that around 1 billion people will have travelled during the year of 2012 (UNWTO, 2012b). This massive amount of people has allowed for the degradation and destruction of multiple touristic destinations around the world. The great numbers of tourist have also negatively impacted the social and economic aspects of the touristic destinations. The current destructive path of the tourism industry has prompted the development of more sustainable and responsible types of tourism. One of the key players in the tourism industry that could address the topics of sustainable and responsible tourism is the tour operator. A path that tour operators can follow to address this destructive path of tourism is through corporate responsibility. Most of the other industries are in more advanced stages of approaching corporate responsibility while the tourism industry is still within the good practice phase of corporate responsibility. This aim of this study is to analyse what a group of tour operators are reporting concerning corporate responsibility. The questions focus on the different aspects the tour operators are communicating concerning their corporate responsibility and does this corporate responsibility communication add value to the consumer. The study shows that the tour operators are not exactly communicating their responsibility similar across the board, which shows the communication fragmentation among the tour operators. Most the tour operators mention corporate responsibility through the lens of sustainable or responsible tourism. Through this that the tour operators discuss their sustainable tourism or responsible tourism could possibly lead to adding consumer value to thetourists.

Nous nous focalisons dans cette recherche sur les consommateurs chinois qui vivent à l'étranger (en Europe et aux Etats-Unis), pour analyser dans quelle mesure les valeurs et les comportements des consommateurs chinois vis-à-vis des produits et des services de luxe peuvent être modifiés à la suite de leurs contacts avec les cultures européennes (française et allemande) et la culture américaine ; elle vise également à identifier le rôle que les valeurs traditionnelles chinoises jouent dans ce contexte. Les résultats sont présentés dans trois essais distincts. Dans le premier essai, l'influence de la culture française et de la culture allemande sur la consommation des produits de luxe des Chinois est identifiée en interviewant un groupe de 22 consommateurs chinois qui vit en Europe. Dans le deuxième essai, nous nous efforçons de développer et de valider une échelle de mesure des perceptions des valeurs du luxe en Chine et aux Etats-Unis. La conceptualisation transculturelle de ce construit des valeurs du luxe est également étudiée, en utilisant deux échantillons d'étudiants (Chinois et Américains), et deux échantillons de consommateurs adultes chinois (qui vivent en Chine et aux Etats-Unis). Dans le troisième essai, avec les mêmes échantillons que ceux du deuxième essai, nous visons à clarifier comment les Chinois qui vivent aux Etats-Unis modifient leurs valeurs et leurs comportements pour se conformer aux nouvelles normes de la consommation des produits et des services de luxe. Après des analyses, nous conclussions que les consommateurs immigrés se comportent parfois comme les caméléons pour se fondre dans les normes culturelles du consommateur du pays d'accueil. / In this research we focus on the Chinese consumers living in the West (Europe and U.S.), exploring how European cultures (French and German) and American culture influence their luxury consumption values and behaviors, and meanwhile seek to identify the role of Chinese cultural values within this context. These results are presented in three essays. The first essay focuses on exploring the influence of French and German cultures on European-Chinese consumers' luxury consumption, by analyzing 22 qualitative interviews carried out with the Chinese consumers living in Europe. The second essay seeks to develop and validate a scale measuring luxury value perceptions in China and in the United States, and to assess the cross-cultural conceptualization of this luxury value construct, using two student samples (Chinese n=92 & Americans n=92) and two Chinese adult samples (in China n=255 & in the U.S. n=217). Using the same samples as the second essay, we further investigates in the third essay that, the extent to which immigrant Chinese consumers would change in order to comply with the new cultural consensus in luxury consumption. A series of analyses suggest a conclusion that immigrant consumers tend to acquire the prevailing consensus of the host culture, and behave like chameleons, blending into the surrounding environment.

Atualmente, milhões de pessoas no mundo usam os sites de redes sociais para interagir com outros usuários, se informar, criar, compartilhar conteúdos, jogar, procurar por produtos, conectar-se com as marcas e consumir. Dentre todos esses sites, um dos que mais tem crescido em número de usuários é o aplicativo móvel Instagram. Com isso, ele tem atraído várias empresas, sobretudo as do setor de moda. Por ser uma mídia visual rica em recursos estéticos, essas marcas têm usado o app para comunicar sua identidade e as experiências que seus produtos podem proporcionar. Além disso, elas têm aproveitado para transmitir seu universo simbólico, transformando a rede em um importante ponto de contato com seu público. Contudo, esse contato mais frequente com o seguidor impõe grandes desafios, pois cria a necessidade de se manter interessante em um ambiente em constante transformação. Assim, torna-se essencial entender qual o valor dessa conexão para os seguidores. Diante dessa problemática, este trabalho se propôs a investigar qual é a natureza do valor percebido pelo seguidor de marcas de moda no Instagram. Para alcançar esse objetivo, empreendeu-se uma pesquisa bibliográfica visando compreender o lócus do estudo, o Instagram, os aspectos simbólicos do consumo de moda e o valor na perspectiva do comportamento do consumidor. Após ampla apreciação da literatura, se considerou que a teoria de Holbrook (1999) complementada pelo valor epistêmico de Sheth et al. (2001) seria o modelo mais adequado aos propósitos da investigação. Empreendeu-se uma pesquisa empírica qualitativa cujo método fora entrevistas em profundidade com 21 respondentes. O estudo revelou indícios que o valor para o consumidor é multidimensional: os valores hedônicos e utilitários são complementares. Notou-se que a idade exerce forte influência na experiência, podendo ser individual ou socializadora. Os dados também revelaram que além do valor epistêmico, sete dos oito tipos de valor propostos por Holbrook (1999) foram apreciados pelos respondentes que seguem marcas de moda no aplicativo. Esse valor é hedônico e percebido no devaneio, na beleza das fotos e na diversão. Mas também vem da rapidez e da qualidade da informação. Ainda é resultado da autenticidade da marca e sobretudo da sua capacidade de surpreender a cada post / Nowadays millions of people are connected through social network and interact to each other every day. They use the social network to get and share information, to play games, look for products, connect themselves with brands and to purchase. The application Instagram is one of the social networks, which has been having an increase in the numbers of users. For this reason, the app has been attracting different companies, especially fashion companies. Instagram has rich aesthetics resources. Fashion brands have been using social media to show and establish their identities and experiences that their products may provide. Furthermore, they have used it to present themselves and to make it an important means of communication between the company and its target public. The constant contact with the followers is being a challenge to fashion companies to keep the followers interested in an environment of constant transformations. Consequently, it is necessary to know the importance of this connection with the followers. To face this problem, this paper will investigate the origin of the value for the fashion brands followers on Instagram. In order to achieve this goal, this research has focused on understanding the app, which is the study locus. Additionally, the symbolic aspects of fashion consumption and the value of costumers perspective were also studied. The epistemic value proposed by Sheth et al (2001) in complement to Holbrook theory (1999) are suitable to discuss in this research. An empirical research of qualitative approach using a collection method was taken up through interviews and it obtained twenty-one answers. The study showed evidence that values perception is multidimensional: the functional and hedonic aspects are complementary. It was also observed that the followers age has great influence on this experience, being able to be more individual or socializing. Data has revealed that not only epistemic value was valued, but also other seven out of eight types of Holbrook proposals were valued by followers of fashion brands on Instagram. This value is hedonic, and it was perceived with the images, the beauty of the photographs and the fun. It also comes from the speed and quality of information. Yet, it is a result of the authenticity of the brand and, above all, the ability to amaze the followers in every post

Background Electronic commerce (EC) has become popular due to the increasing demand of efficiency in shopping. The reason for this trend is the changes in technology and socio-demography. E-grocery, therefore, appears to be a fresh and attractive business concept that creates customer value for companies trading in supermarket industry. Handla24 of ICA Bankeryd is known as one of the foremost ICA retailers that generates e-grocery in Sweden. Starting in 2009, the service supplier went from zero customer to its current position of approximately 1400 regular customers. However, perceived value and further expectations from their customers have not been thoroughly understood yet. This issue is hindering Handla24 of ICA Bankeryd in expanding their customer group. Also, their ability to give appropriate service levels is potentially restricting further customer growth. With these issues rectified, Hanla24 of ICA Bankeryd could become a stronger player in the market. Purpose The purpose of this thesis is to examine how customer values are created in e-grocery. We identify factors that deliver value to the existing customers and target a potential customer group in Jönköping city for Handla24 of ICA Bankeryd. We also provide recommendations on  how Handla24 of ICA Bankeryd can attract this group. Method This thesis employs a combination of quantitative method and qualitative method. Data are collected through two face-to-face interviews with Handla24 of ICA Bankeryd. Customers in Jönköping are divided into two clusters: the existing customers and potential customers with two separate survey questionnaires for each of the clusters. Conclusion We conclude that e-grocery does create customer value. In the example of Handla24 - ICA Bankeryd, we identify four main factors that deliver value to their existing customers, namely delivery price, product range, convenience shopping and customer services. In order to target the potential customers for Handla24, we also recognize the characteristics that create the demand for e-grocery. The targeted customers are capable of shopping online due to the habit of surfing the Internet. In addtion, they do not like either queuing at the store or carrying groceries home. This group is a female majority. It also includes families having children or having greater than or equal to 3 members. This customer group does not find 99 kr delivery fee of Handla24 - ICA Bankeryd reasonable, but they still have an interest in trying and recommending e-grocery of Handla24 to other people.

Galima sakyti, kad vartojimo visuomenėje žmogus dažnai orientuojamas iš išorės. Turbūt neatsirastų abejojančių, kad didžiausią įtaką vartotojškų vertybių formavimuisi turi masinės komunikacijos priemonės.Pagrindinę vietą šiame procese užima televizijos reklama. / Consumerism has become the central axis of modern society.Consumerism has one particular quality, namely that it exists everywhere and at the same time it is short-lived.Life itself is organised around one's possessions.Consumers often choose certain product, service and activities because those are linked to a particular life style.The main role here is played by television advertisement.

This diploma thesis was prepared for the customer satisfaction in the selected company. The ambition of this thesis has been uncovering the information about the customer´s satisfaction in the selected company. The author proposed the changes based on the data from the survey,which are the final result of the work.

Atualmente, milhões de pessoas no mundo usam os sites de redes sociais para interagir com outros usuários, se informar, criar, compartilhar conteúdos, jogar, procurar por produtos, conectar-se com as marcas e consumir. Dentre todos esses sites, um dos que mais tem crescido em número de usuários é o aplicativo móvel Instagram. Com isso, ele tem atraído várias empresas, sobretudo as do setor de moda. Por ser uma mídia visual rica em recursos estéticos, essas marcas têm usado o app para comunicar sua identidade e as experiências que seus produtos podem proporcionar. Além disso, elas têm aproveitado para transmitir seu universo simbólico, transformando a rede em um importante ponto de contato com seu público. Contudo, esse contato mais frequente com o seguidor impõe grandes desafios, pois cria a necessidade de se manter interessante em um ambiente em constante transformação. Assim, torna-se essencial entender qual o valor dessa conexão para os seguidores. Diante dessa problemática, este trabalho se propôs a investigar qual é a natureza do valor percebido pelo seguidor de marcas de moda no Instagram. Para alcançar esse objetivo, empreendeu-se uma pesquisa bibliográfica visando compreender o lócus do estudo, o Instagram, os aspectos simbólicos do consumo de moda e o valor na perspectiva do comportamento do consumidor. Após ampla apreciação da literatura, se considerou que a teoria de Holbrook (1999) complementada pelo valor epistêmico de Sheth et al. (2001) seria o modelo mais adequado aos propósitos da investigação. Empreendeu-se uma pesquisa empírica qualitativa cujo método fora entrevistas em profundidade com 21 respondentes. O estudo revelou indícios que o valor para o consumidor é multidimensional: os valores hedônicos e utilitários são complementares. Notou-se que a idade exerce forte influência na experiência, podendo ser individual ou socializadora. Os dados também revelaram que além do valor epistêmico, sete dos oito tipos de valor propostos por Holbrook (1999) foram apreciados pelos respondentes que seguem marcas de moda no aplicativo. Esse valor é hedônico e percebido no devaneio, na beleza das fotos e na diversão. Mas também vem da rapidez e da qualidade da informação. Ainda é resultado da autenticidade da marca e sobretudo da sua capacidade de surpreender a cada post / Nowadays millions of people are connected through social network and interact to each other every day. They use the social network to get and share information, to play games, look for products, connect themselves with brands and to purchase. The application Instagram is one of the social networks, which has been having an increase in the numbers of users. For this reason, the app has been attracting different companies, especially fashion companies. Instagram has rich aesthetics resources. Fashion brands have been using social media to show and establish their identities and experiences that their products may provide. Furthermore, they have used it to present themselves and to make it an important means of communication between the company and its target public. The constant contact with the followers is being a challenge to fashion companies to keep the followers interested in an environment of constant transformations. Consequently, it is necessary to know the importance of this connection with the followers. To face this problem, this paper will investigate the origin of the value for the fashion brands followers on Instagram. In order to achieve this goal, this research has focused on understanding the app, which is the study locus. Additionally, the symbolic aspects of fashion consumption and the value of costumers perspective were also studied. The epistemic value proposed by Sheth et al (2001) in complement to Holbrook theory (1999) are suitable to discuss in this research. An empirical research of qualitative approach using a collection method was taken up through interviews and it obtained twenty-one answers. The study showed evidence that values perception is multidimensional: the functional and hedonic aspects are complementary. It was also observed that the followers age has great influence on this experience, being able to be more individual or socializing. Data has revealed that not only epistemic value was valued, but also other seven out of eight types of Holbrook proposals were valued by followers of fashion brands on Instagram. This value is hedonic, and it was perceived with the images, the beauty of the photographs and the fun. It also comes from the speed and quality of information. Yet, it is a result of the authenticity of the brand and, above all, the ability to amaze the followers in every post

Sammanfattning Titel: ” Man kan inte springa ifrån ödet och inte annonserna ”- En kvalitativ fokusgruppsstudie i hur konsumenter uppfattar värdet av annonser på sociala medier Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Bente Juel Handledare: Jonas Kågström Datum: 2019-september Syfte: Syftet med studien är att få en ökad förståelse för hur konsumenter uppfattar värdet av annonser på sociala medier utifrån ett antal nyckelfaktorer. Metod: I studien har kvalitativ arbetsmetod använts. Data har samlats in genom fokusgruppsintervjuer, analyserats genom transkribering, kodning och viktningsfaktorer och redovisats i löpande text med koppling till redan genomförd forskning. Respondenterna använder Facebook, är 50 år eller äldre och har olika kulturella bakgrunder. Resultat & slutsats: Det finns kulturella skillnader i konsumenters uppfattning av annonsvärde på sociala medier. Informationsvärde, underhållningsvärde, trovärdighetsvärde, interaktivitetsvärde, förköpsmotivation och social påverkan påverkar annonsvärdet positivt. Irritationsvärde påverkar negativt. Företag bör göra informativa, underhållande och trovärdiga annonser. Examensarbetets bidrag: Studien ger värdefulla insikter för marknadsförare och forskare i hur faktorerna undersökta i studien påverkar konsumenters uppfattningar av annonsvärde på sociala medier. Förståelsen för hur konsumenter uppfattar värdet av annonser på sociala medier och Facebook ökar. Studien ger företag insikter i hur de ska utforma sina annonser på sociala medier för att konsumenter ska uppfatta dem som värdefulla.   Förslag till vidare forskning: Vidare forskning bör, utgående från faktorerna i studien, undersöka hur olika åldrar och kön men samma kulturella bakgrund, påverkar hur konsumenter uppfattar annonsvärdet på sociala medier. Även studier av om det finns kulturella skillnader i påverkan av faktorerna i denna studie mellan respondenter av samma kön och ålder med olika kulturella bakgrunder är intressant i vidare forskning.   Nyckelord: ”consumer attitudes”, ”consumer value”, ”ads on Facebook”, ”social network advertising” och ”Facebook advertising”

Background: Gaming has emerged from a niche industry to a major global player making billions of dollars in revenue year after year. Many companies and industries alike are taking note of the increasing prominence and investing into the market. However, historically there have been many issues with diversity and inclusion due to the gaming and technology sphere largely being recognized as a male space. A phenomenon has been occurring of women carving out their own gaming spaces into cyberbalkanized communities to avoid gendered discrimination and harassment. Purpose: Research has been conducted on the topic of gender in esports and gaming by many academics but there is still room for further studies as many areas have not been explored. Limited studies have been conducted on female gaming organizations. Therefore, this study seeks to determine if women have a perception of value in relation to these organizations. Method: The method selected was a qualitative method to further explore this issue. Eleven semi-structured interviews were conducted to explore the perceptions of Swedish gamers on the topic of female gaming organizations. Thematic analysis was guided. Conclusion: The results show that while some of the previous criticisms are deemed applicable to this phenomenon, there continues to be a need for female organizations as they provide great resources to female gamers. Many are holding out hope that they will become unnecessary in the future but agree that they still hold value.

The standardised approach of producing fashion products in conjunction with the fast fashion trend has triggered a throwaway culture where premature disposal of well- functioning fashion products is a major problem. However, a shift has been revealed with the emerging demand for personalised fashion, as opposed to standardised garments. Generation Z is known for its urge to showcase personal identity, which makes this consumer group a driver in the growing trend of customisation. The relevance of customisation in fashion is further fuelled by its capability to enhance consumers’ emotional attachment towards the customised product, which often results in the product being kept longer. The perceived consumer value of customisation is acquired from the final product as well as the co-design process. The purpose of this study is to investigate Generation Z’s perceived value of customised fashion products and the co-design process. The underlying objective is to explore if the concept of customisation has the potential of becoming more established in the future fashion industry. The study follows an abductive reasoning and adopts a mixed method research with the explanatory sequential design. This mixed method design is a two-phase approach starting with the collection and analysis of quantitative data, followed by the compiling and analysis of qualitative data. For the first phase, a self-administered online questionnaire was conducted. The second phase entailed semi-structured interviews, which were designed to make up for obscure results in the survey. The Consumer Perceived Value Tool (CPVT) served as a theoretical lens for analysis and guided the construction of the data collection tools. By means of the CPVT the study found that Generation Z particularly perceive value in the utilitarian and creative-achievement benefits of customised fashion. Moreover, the perceived self-expressiveness and hedonic value were deemed significant to the generation. Generation Z showed little evidence of perceiving value in the uniqueness benefit of customised fashion. Lastly, an additional perceived value of customisation was proposed and is related to environmental sustainability, which is acquired from the benefit of acting more responsibly.