Syfte: Studiens relevans grundar sig i e-barometerns årsrapport gällande en påvisad ökning av svensk e-handel under år 2020. Följaktligen är syftet med denna studie att studera svenska kvinnors konsumentbeteenden inom detaljhandeln under Covid-19 pandemin med fokus på digitaliseringens roll. Studien ämnar bidra med kunskap kring kopplingen mellan begreppen konsumentbeteenden och digitalisering under en världsomfattande pandemi, för att vidare skapa en diskussion kring Covid-19 pandemins inverkan på det paradigmskifte som det redan talas om kring konsumentbeteenden inom detaljhandeln. Metod: I studien tillämpas en kvalitativ forskningsmetod med fokusgrupper, baserat på ett snöbollsurval. Urvalet består utav kvinnor i åldrarna 18–35, vidare används en tematisk analysmetod för att skapa struktur och på ett metodiskt sätt sammanställa och analysera resultatet av undersökningen. Studien baseras på både primär- och sekundära data. Det primära datamaterialet har samlats in via digitala fokusgrupper och det sekundära datamaterialet kommer från vetenskapliga artiklar men även tidigare statistik från bland annat handelsrådet. Teoretiskt perspektiv: Det teoretiska ramverk som ligger till grund för studien är huvudsakligen köpprocessen och Maslows behovstrappa. Vidare presenteras även relevant tidigare forskning kring Covid-19 pandemin samt konsumentbeteende för att skapa en komplett bakgrund till studien. Slutligen presenteras en kort beskrivning om hur de teoretiska ramverken kommer att tillämpas samt hur det kopplas till varandra. Resultat/Analys och Slutsatser: Studien baseras på 12 kvinnliga respondenter, där majoriteten hade påverkats av Covid-19 pandemin i någon form. Vår tolkning blir därmed att trots det faktum att ett intresse för digitala lösningar redan fanns innan pandemin så hade det ändå ökat i samband med respondenternas upplevelse av en marknadsföring av digitala tjänster, slutsatsen blir därför att användningen av digitala lösningar som Instabox, hämta i butik och hemleverans blivit mer vanligt förekommande under pandemin. Vidare påvisar respondenterna en tendens till att kompensera sociala aktiviteter och tristess med att handla online. Resultatet visar på att respondenterna som arbetar eller studerar hemifrån har förändrat sin klädsel, men med undantag för viktiga sammankomster så var det tydligt att respondenterna fortfarande vill se representativa ut. Vidare har resultatet diskuterats utifrån syftet, forskningsfrågor och de teoretiska ramverken. / Purpose: The relevance of this study is based on Postnord’s annual report regarding a demonstrated increase in Swedish e-commerce in 2020. Consequently, the purpose is to examine the buying-behavior of Swedish women during the Covid-19 pandemic with focus on the digitalization in retail. The study intends to contribute with knowledge about the connection between consumer buying-behavior and digitalization during a worldwide pandemic, further on to create a discussion about the impact of the Covid-19 pandemic on the already ongoing paradigm shift in retail, associated to digital consumer buying-behavior.  Methodology: The study applies a qualitative research method with focus groups, based on a snowball sampling. The sample consists of women aged 18-35 and a the maticanalysis method is used to create structure and in a methodical way compile and analyze the results of the focus group. The study is based on both primary and secondary data. The primary data has been collected through online focus groups and the secondary data comes from scientific articles, but also previous statistics from, among others, Handelsrådet.  Theoretical perspective: The theoretical framework which the study is based on, is mainly the buying process, and Maslow's hierarchy of needs. Furthermore, it also presents relevant previous research on the Covid-19 pandemic’s effect on and consumer buying-behavior in order to create a complete background to the study. Finally, a brief description is presented of how the theoretical framework will be applied and how the frameworks relate to each other. Empirical analysis and Conclusion: The study is based on twelve female respondents and their individual experiences ofhow the covid-19 pandemic has affected their consuming behaviour. Despite the fact that an interest in digital solutions already existed before the pandemic, it has nevertheless increased in connection with the respondents' experience of increased marketing of digital services during the pandemic. The conclusion is therefore that the use of digital solutions such as instabox, download in store and home delivery has surged during the pandemic. Furthermore, the respondents show a tendency to do more online shopping to compensate for lack of social activities and boredom. The results have been discussed based on the purpose of the report, research questions and the theoretical frameworks.

Distansarbete har till följd av den pågående Covid-19-pandemin blivit ett vanligt förekommande arbetssätt som anammats över hela världen. I Arbetsgivarverkets ramavtal framgår det att distansarbete alltid skall ske på frivilliga grunder. Pandemin har dock inneburit en snabb och radikal förändring i människors sätt att arbeta och många har tvingats in i ett ofrivilligt distansarbete. Syftet med denna studie är således att undersöka vilken påverkan ofrivilligt distansarbete har på medarbetares välmående och på balansen mellan arbetsliv och privatliv. Studien ämnar ge förslag på hur ledare kan säkerställa ett hållbart digitalt arbetssätt, även efter pandemin, och samtidigt tillgodose medarbetarnas välmående. Utifrån ovan syfte har en kvalitativ forskningsmetod varit mest lämplig eftersom författarna ämnade få en bild av respondenternas upplevda verklighet. Därför bestod datamaterialet av 19 semistrukturerade intervjuer med chefer och medarbetare i sju olika företag. För att kunna undersöka medarbetarnas behov och påverkan vid distansarbete, har samtliga medarbetare jobbat åtminstone 80% på distans under en sammanhängande period sedan pandemins start vid intervjutillfället. Således hade de intervjuade cheferna nyligen bedrivit distansledarskap vid undersökningstillfället. Studiens resultat har sammantaget visat att en övervägande del av respondenterna var positivt inställda till distansarbete. Däremot berättade de intervjuade medarbetarna att de saknade det sociala utbytet som de annars fick på kontoret. Vidare ansågs gränssättning som den största utmaningen vid distansarbete, samtidigt som medarbetarna tyckte att gränser och fasta rutiner möjliggör en bra balans mellan arbete och privatliv. De intervjuade cheferna lyfte kontakten med sina medarbetare som den viktigaste delen i distansledarskapet och förespråkade avstämningsmöten som ett sätt att tillgodose medarbetarnas behov. En slutsats från studien är att det finns en problematik i att cheferna upplevde sig ha god kommunikation med sina anställda, medan flera av medarbetarna kände en avsaknad av kontakt med sin chef. Ytterligare en slutsats är att de medarbetare som ansåg att balansen mellan privatliv och arbetsliv underlättades vid distansarbete var de som hade hemmavarande barn. Detta tror vi på längre sikt kan innebära en större risk till försämrat välmående för de som till exempel bor själva. Slutligen kan vi konstatera att det som varit mest betungande för medarbetarnas välmående har varit avsaknaden av de sociala kontakterna. / Due to the ongoing Covid-19-pandemic, telework has become a common way of working that has been adopted around the world. The Swedish Employers’ Agency’s framework agreement states that teleworking should always take place on a voluntary basis. However, the pandemic has meant a rapid and radical change in the way people work. Therefore many people have been forced into mandatory teleworking. The purpose of this study is thus to examine how the well-being of employees and their work-life balance have been affected by the mandatory telework. The study also intends to provide suggestions on how leaders can ensure a sustainable digital way of working, even after the pandemic, and at the same time ensure the well-being of their employees. Based on the above, a qualitative research study has been chosen since the authors of this thesis intended to get the respondents' perceived reality of teleworking and distance leadership. Therefore the data material consisted of 19 semi-structured interviews with managers and employees in seven different companies. All of the employees have worked at least 80% remotely for a continuous period at the time of the interview, in order for the authors to be able to examine their needs when working remotely. The interviewed leaders had recently operated distance leadership at the time of the study. Overall, the results of the study showed that a majority of the respondents had a positive attitude towards teleworking. However, the interviewed employees said that they lacked the social exchange that they otherwise received at the office. Even though boundaries were considered the biggest challenge of telework, the employees thought that boundaries and routines are what enables a good work/life balance. The interviewed managers emphasized the importance of good communication with their co-workers. They advocated that everyday meetings are a way to assure the needs of the employees. From this study we can distinguish one problem regarding the communication between managers and their employees. The interviewed managers felt they had functioning communication with their co-workers, while several of the employees felt a lack of contact with their manager. Another conclusion from this study is that the employees who considered that their work/life balance had improved as a result of working remotely, were those who had children at home. We believe that in the longer term this may mean a greater risk of deteriorating well-being for those who, for example, live alone. Finally, we can conclude that the most negative impact on the well-being of the employees was the lack of social contacts. This paper is written in Swedish.

The purpose of this thesis is to explore if consumers evaluate CSR more into their purchase criterion compared to before the Covid-19 pandemic. CSR activities, consumer buying behavior, and CSR as a purchase criterion were combined in a conceptual framework. The consumer decision-making model was used as a framework in consumer buying behavior. In CSR as a purchase criterion, three factors were used to conclude if consumers started to evaluate CSR more as a purchase criterion. The empirical data was collected through two semi-structured focus groups. Group A was ensembled through a convenience sampling method but evolved to a snowball effect. Group B was ensembled through a purposive sampling method. The findings indicated that consumers did not start to evaluate CSR more as a purchase criterion. The main reason was the financial situation. However, consumers have started to buy more sustainable food, especially locally produced during the pandemic which indicated an increased awareness towards CSR as a purchase criterion. The findings also showed that the Covid-19 pandemic influenced consumers' awareness of CSR but the implemented safety precautions in grocery stores had a limited effect on consumers. The research field of consumer buying behavior in the context of CSR can be complemented with the findings in this study. This study contributed to a deeper understanding of consumer buying behavior and if they value CSR in their purchases during the Covid-19 pandemic.

Bakgrund: Covid-19-pandemin har ställt stora krav på arbetsplatserna. Tidigare forskning visar att organisationer påverkas på många olika sätt i krissituationer. Hur dessa kriser bemöts och hanteras av ledare kan vara avgörande för organisationens framtid. I och med att både ledarskap och kriser är svåra att definiera är ledarskapsrollen i kriser intressant samt aktuellt eftersom vii skrivande stund befinner oss mitt i covid-19-pandemin.   Problem: Den snabba smittspridningen har ställt krav på arbetsplatser som i sin tur påverkatsmycket av detta. Tidigare rutiner och vanor kan inte följas på samma sätt som tidigare vilket kan skapa oro och problem inom företag. Det krävs hantering av situationen med covid-19-pandemin samtidigt som företag måste lyckas utföra sina vardagliga arbetsuppgifter föröverlevnad på lång sikt. Oavsett om den nya vardagen gynnar eller hämmar företag måsteåtgärder vidtas. Ledarna måste använda sina egenskaper för att hantera situationen på bästa möjliga sätt samtidigt som deras egna tankar och åsikter spelar mindre roll när det ställs krav på att saker och ting måste utföras på ett specifikt sätt. Det finns inte mycket erfarenheter som kan användas kring varje specifik kris eftersom en del är helt nya och unika krävs det att ledare är medvetna om vad som skulle kunna uppkomma och hur de ska agera. Ledare behöver besitta olika typer av kompetenser beroende på kris för att lyckas hantera den komplexa situationen som organisationen står inför.   Syfte: Syftet med denna uppsats är att undersöka hur ledarskapets utförande har påverkats undercovid-19-pandemin. Tanken med denna undersökning är att både involvera ledare och medarbetare. Utifrån ledare och medarbetare är målet att skapa en förståelse utifrån deras uppfattningar för att erhålla en tydligare bild på hur ledarskap faktiskt har påverkats av covid-19-pandemin.   Metod: Vår forskningsstrategi var att genomföra en fallstudie för att skapa en större förståelse hur ledarskap påverkas vid krissituationer. I undersökningen används två kvalitativa metoderför att både få en bred och djup förståelse utifrån respondenterna. En avgränsning har gjorts i undersökningen till att undersöka en liten del av Volvo Lastvagnar AB och specifikt hur ledarskapet har påverkats inom denna del.   Studiens resultat: Det är näst intill ingenting som är sig likt jämfört med ledarskapet innancovid-19-pandemin. Det som visat sig vara den största påverkande faktorn på ledarskapet harvarit distansarbete. Trots att ledarna inte upplever att ledarskapet fungerat bra upplevermedarbetarna det vilket visar att de finns olika uppfattningar kring detta område. Undersökningen visar även att det finns olika uppfattningar kring arbetsutförandet. Dessa olika uppfattningar har påverkat avdelningen positivt då det genererat flera nya lösningar på problem som uppstått. Medarbetarna har fått större ansvar för arbetsutförandet vilket har lett till merkreativa lösningar jämfört med tidigare. Genom att ledarna har givit mer ansvar tillmedarbetarna har det visat sig att deras livssituation påverkats positivt genom mer egenplanering av arbetet. / The written language of this paper is Swedish.   Background: The Covid-19 virus has come to demand huge requirements for all businesses. Research shows that different organizations has been affected in different ways during critical situations, how these situations is being answered and handled by the leaders can be crucial for the organizations future. However good leadership and critical situations is hard to define, the role of a leader during crisis is a very interesting subject in this moment when we are actually living during a pandemic right now.     Problem: The quick development around the spread of infection has demanded a lot for companies. Old routines and habits can’t be followed in the same way as before which causes worries inside the company by the employees. Management around the pandemic situation are important and at the same time the company has to proceed and manage to keep their regular work going on and manage to survive at longer terms. Even though this new way of work gains or inhibits the company some measures have to take action. The leaders must use their knowledge to handle certain situations in the best possible way. At the same time their own thoughts and opinions does not play a role in this when the work must be dealt with in a specific way. There is not a lot of experience when it comes to handle a specific crisis because the crises are brand new and unique which means that the leaders have to be beware of what can show up and how to take action for it. A leader needs to have a lot of knowledge around different areas depending on the situation to actually manage the complex situation the organization is facing.   Purpose: The purpose of this essay is to investigate the outcome of how leadership has been affected during the pandemic. The thought of this investigation is to involve leaders for the companies and also the employees. Our target is to create an understanding based on their thoughts on how to keep up a clear view on how good leadership actually has been affected during the pandemic.   Method: Our research strategy was to implement a study that creates a bigger understanding on how leadership affects during a critical crisis. In this investigation we’ve used two qualitative methods to get a wider and deeper knowledge based on the respondents. During this investigation a boundary has been made during the research for a small part of the company Volvo Lastvagnar AB on how specific the leadership has been affected.   The result: It’s basically nothing that is what it used to be when it comes to leadership compared to what it was before the pandemic. The study shows that the biggest element on leadership has been the distance work. The leaders do not believe that their style of leadership is doing great for the company, although if we ask the employees, they think it works which shows that there are a lot of different opinions in this area. The study shows that around during different working situations, there are a lot of opinions that actually affected the company positively because it has generated new and improved solutions on upcoming problems. The employees have been titled with more responsibility during work which has led to more creative solutions compared to earlier. By the bigger responsibility handed out by the leaders, the employees have a more positive feeling when it comes to life in general just because they have their own structure and planning of their work.

Introduktion: Utbrottet av Covid-19 pandemin har lett till förändrade vanor och beteenden. Det framhålls att konsumenter blir alltmer miljömedvetna samtidigt som hushållen är den sektor där mest matsvinn uppstår. Författarna har via redan existerande forskning funnit att uppkomsten av matsvinn har förändrats i hushållen som påföljd av Covid-19 pandemin i andra länder. Forskning på huruvida det har påverkat uppkomsten av matsvinn i Sverige existerar inte i dagsläget.  Syfte: Syftet med studien är att undersöka hur en disruptiv händelse som en global pandemi påverkar den upplevda förändringen i uppkomsten matsvinn hos svenska konsumenter. Vidare syftar studien till att identifiera och analysera konsumenters förändring i inköp av livsmedel till följd av Covid-19 pandemin. Studien ämnar att undersöka konsumenters miljömedvetenhet och om det finns några attityd-beteendegap för matsvinn och hållbara livsmedel.  Metod: Denna fallstudie av induktiv karaktär har en kvalitativ forskningsdesign. Den empiriska datainsamlingen består av 13 stycken semistrukturerade intervjuer med svenska konsumenter.  Slutsats: Studiens datainsamling visar att det föreligger förändringar i konsumenters inköp av livsmedel innan och under covid-19 pandemin. Faktorer till uppkomsten av matsvinn har visat liten skillnad innan och under Covid-19 pandemin. Fortsättningsvis visar resultatet att konsumenter inte agerar i enlighet med sina attityder om hållbara livsmedel. Samtliga konsumenter anser att matsvinn är ett miljöproblem men det finns diskrepanser mellan deras attityder och beteenden. / Introduction: Food waste is a complex problem which affects the environment, the economy and social factors. The outbreak of the Covid-19 virus has led to dramatic changes in habits and behaviours. It is accentuated that consumers are more and more environmentally aware but at the same time the consumer household is the sector where most of all food waste emerges. The following study has, through already existing research conducted in other countries, found that the occurrence of food waste has been altered. Research about the changes in food waste emergence caused by the Corona pandemic in Sweden does not exist by the time of this investigation.  Purpose: The purpose of this study is to investigate how a disruptive event such as a global pandemic affects the perceived alteration of food waste emergence produced by Swedish consumers. Furthermore, this study aims to identify and analyze the altered buying process of daily goods caused by the Corona pandemic. The paper also intends to study the environmental awareness of the consumers and if there exists any attitude behaviour gaps in food waste and sustainable food products.  Method: This case-study is of an inductive character and has a quantitative research nature. The empirical data collection consists of thirteen semi-structured interviews with Swedish consumers.  Conclusion: From the data collection of the study, it is found that there exist changes in the consumers’ food buying behaviours before and during the pandemic. Causes for the perceived emergence of food waste have shown small changes before and during Covid-19. Further, the result shows the consumers do not behave in accordance with their attitudes towards sustainable products. Every consumer considers food waste to be an environmental problem however there exists discrepancies between their attitudes and behaviours.

The aim of the study was to examine, based on school counselors’ experiences, the impact of the covid-19 pandemic on the mental health of upper secondary school students. To examine this, six qualitative interviews were conducted with school counselors currently working in upper secondary school. The results showed that some students have problems maintaining routines in everyday life during the covid-19 pandemic. The school entails an automatic structure that has disappeared for the students in connection with distance education during the pandemic. Distance education and other restrictions in society have also meant that students have spent more time at home, which means that a safe and supportive family has become increasingly important. As a result of upper secondary school students spending more time at home and not meeting their classmates at school to the same degree as before the pandemic, some have also lost or impaired their relationships with friends. This in turn has according to the informants, contributed to increased loneliness and isolation. Mental problems such as stress, anxiety, difficulty sleeping, and lack of motivation are common topics in the conversations between the school counselors and the students linked to the pandemic. / Syftet med uppsatsen var att utifrån skolkuratorers erfarenheter undersöka vilken påverkan covid-19-pandemin haft på gymnasieelevers psykiska hälsa. För att undersöka detta har sex kvalitativa intervjuer genomförts med skolkuratorer verksamma inom gymnasieskolan. Resultatet visade på att vissa gymnasieelever fått problem med att upprätthålla rutiner i vardagen under covid-19-pandemin. Skolan medför en automatisk struktur som försvunnit för eleverna i samband med distansundervisning under pandemin. Distansundervisning och andra samhällsrestriktioner har också medfört att gymnasieleverna spenderat mer tid i hemmet vilket gör att en trygg och stöttande familj blivit allt viktigare. Som följd av att gymnasieelever spenderat mer tid hemma och inte träffat deras klasskamrater i skolan samma grad som före pandemin så har också en del elever tappat eller försämrat sina relationer till vänner. Detta har i sin tur enligt informanterna bidragit till en ökad ensamhet och isolering. Psykiska besvär som stress, ångest, sömnsvårigheter och motivationsbrist är vanligt förekommande ämnen i samtalen mellan skolkurator och eleverna kopplat till pandemin.

Forskning visar att informations- och kommunikationstekniker är en viktig del för aktörer såsom miljöorganisationer. Olika kommunikationstekniker och olika typer av media har utvecklats med hög hastighet sedan 1980- och 90-talet och utvecklingen fortsätter (Statens Medieråd, 2016, Myndigheten för press, radio och tv, 2019). Forskning visar också att miljöproblem och miljöfrågan samtidigt tar större plats i olika medier idag än tidigare, speciellt tydlig blir ökningen i sociala medier som Facebook (Söderpalm & von Lochow, 2019). Organisationernas kommunikationsmetoder påverkas nu ännu mer av covid-19 pandemin som genererat i rekommendationer att minska den personliga kontakten i vardagen (Folkhälsomyndigheten, 2020). Syftet med studien är att undersöka huruvida svenska lokala icke-statliga miljöorganisationer, i kommuner angränsande till sjön Vättern, påverkas av miljödebattens större utrymme i media och vilka kommunikationsmetoder organisationerna använder samt hur organisationerna upplever utvecklingen av informations- och kommunikationsteknikerna. Metoden är baserad på kvalitativa halvstrukturerade intervjuer med representanter från miljöorganisationer/miljögrupper från kommuner angränsande till sjön Vättern. Materialet har sedan analyserats med hjälp av en kvalitativ innehållsanalys. Resultatet visar att samtliga organisationer i studien har anammat, till en viss grad, den tekniska kommunikationsutvecklingen och att de nyare kommunikationsmedlen, som sociala medier, varit betydelsefulla. Fler organisationer använder också kommunikationsvägar som stämmer överens med statistiken kring vilka mediekanaler som samhället använder mest. Även covid-19 tycks ha påverkat samtliga organisationer genom att den, bland annat, påtvingat omstrukturering av organisationernas projekt. Resultatet visar dock att organisationerna skiljer sig åt i frågan om det större fokuset på miljödebatten. Vissa är mycket positiva medan andra tvivlar på omfattningen av debattens utökning. / Previous research show that information- and communication technologies is an important aspect to actors such as environmental organisations. Statistics also show that communication techniques, or different types of media, has developed in a high speed since the 1980s and 1990s, and the development continues (Statens Medieråd, 2016, Myndigheten för press, radio och tv, 2019). Research also show that environmental discussions gains more attention in different types of media today than before. The increase has become especially noticeable in social media, for example Facebook (Söderpalm & von Lochow, 2019). The environmental organisations communication methods is now even further affected of the pandemic covid-19, which has generated in recommendations to limit the everyday social contact (Folkhälsomyndigheten, 2020). The aim of the study is to examine how local environmental nongovernmental organisations, located near the lake Vättern in Sweden, are affected by the attention different environmental discussions has gained in media and what types of communication methods the organisations use together with how the organisations perceive the development of information- and communication technologies. The methodology is based on qualitative semi-structured interviews with representatives from environmental nongovernmental organisations and groups in municipalities adjacent to the lake Vättern. The material has then been analysed though a qualitative content analysis. The result states that all organisations have embraced, to an extent, the technical communication development and that the more recent communication techniques, like social media, has been valuable. Several organisations also use communication techniques that correspond with statistics of which media channels the society use the most. Even covid-19 seems to have had an effect all organisations through, for instance, forced a reconstruction of older programmes to match the governments recommendations. Although, the results show that the organisations differ in opinion about the increased environmental debate. Some are more positive while others doubt the extent of the debates increase.

The increase of globalization of business led to the creation of global virtual software development teams in which communication plays an important role. The lack of recent studies raises the need to investigate communication in the context of agile and the current Covid-19 pandemic. This study identifies in literature three factors present in global virtual software development teams: technology, culture, and trust. It aims to explore how they influence internal communication. A qualitative method is conducted on a case study by combining data collected from semi-structured interviews and observations. The case study is a global virtual software development team which implemented the agile Scrum methodology. The findings provide a deep understanding of the positive and negative influences of the factors on communication, including their interrelations and context. Some of the main findings are: (I) the best set up for collaboration among global team members is the combination of synchronous and asynchronous communication through technological tools, (II) cultural diversity leads to differences in the ways members communicate, (III) trust is the precondition of working collaboratively and communicating effectively, (IV) global team members need to occasionally have in-person interactions to nurture their interpersonal relations, (V) the agile Scrum methodology influences internal communication positively, (VI) each communication factor is influenced by time; thus, the theoretical framework developed for this study is updated with this addition, (VII) the Covid- 19 pandemic affects communication to a certain extent.

The uncontrolled spread of COVID-19 pandemic has surpassed all the expectations. Nations closed their boarders; the economy is going into recession and the whole world is suffering from the emerged pandemic. Although the effects of the pandemic economically and socially can be measured and estimated, thought the changes in the buying behaviour of customers is not easily predicted. As hygiene products demand went up and supply went down causing panic hoarding by some of the consumers. It became interesting for the researchers to explore the impact of the COVID-19 pandemic on the brand preferences in purchasing decisions for hygiene and food products. As a result, the main purpose of this master thesis is to broaden the scope of consumer behaviour as a field by adding a complementary empirical perspective to the current literature on how a pandemic affects brand preference in purchasing behaviour, since it is a topic lacking in empirical research. Furthermore, based on the branding theory and the consumer behaviour theory, the PMO model was built, which provided the bases for collecting empirical data needed for this dissertation. This dissertation was conducted using a qualitative approach with an abductive reasoning. Sixteen semi-structured interviews were conducted with Swedish customers. The findings indicated aspects of price, quality, risk and loyalty became tied to the pandemic in the context of the health aspect of the COVID-19 virus. While there were not much indicating large shifts in preferred brands, there were large changes in health consciousness and qualitative demands on brands due to the pandemic affecting brand preference.

Many organizations needed to have a remote workplace during the Covid-19 pandemic, which has led to many organizations now having a hybrid workplace after the pandemic. To understand this phenomenon, there is an importance of understanding the structures that appear within organizations that have a hybrid workplace. The aim of this study was to understand which social structures are created by communication processes in an organization, that for the first time is a hybrid workplace. The aim of the study is answered by these two questions:  How are communication processes adapted in a hybrid workplace?How are structures maintained in a hybrid workplace? The theoretical approach of the study is the Theory of Structuration by Anthony Giddens. This is a case study of one organization that has a hybrid workplace. The used method was semi structured interviews, which were analyzed through a thematic analysis.  The result showed that the Organization formed new structures due to new digital tools, the flexibility, the hybrid rule and the team's different actions. Since the employees of the Organization have begun to act on these aspects, new structures have been created. As they continue to follow these rules, the structures are maintained.  The study has contributed to an understanding of the hybrid workplace in Sweden, which nowadays is a relatively broad phenomenon. Because the phenomenon is relatively new, it is difficult to discern how a hybrid workplace should be structured at such an early stage of a change process.