This thesis is aiming at investigating how macro social media influencers are affecting the consumer’s behavior of an individual within the cosmetic industry, with the outlined question: How do macro social media influencers affect consumers' behavior in the cosmetics industry? This thesis considers notions within community, social media influencers and consumers’ behavior field. An abductive qualitative research approach has been selected for this research, where data was gathered through individual semi-structured interviews, semi-structured focus groups, and semi-structured observations. Moreover, collected data from the individual and focus groups was analyzed based on the thematic coding approach, as well as in accordance with the presented analytical framework. The thesis concludes that macro social media influencers affect consumers’ behavior through their content and formed communities, to consume more and repeatedly, desire to reach a certain experience through consumption or behave in a certain manner individually or collectively.

The purpose of this study is to describe and analyse how school and social service in the city of Malmö cooperate regarding children at risk and what they do in order to meet their needs. We also aim to explore the view and knowledge of the personnel and their experience of the guardians’ impact during collaboration. The empirical data was collected by personal interviews with personnel from the school and social service. The results have been analysed from a theory of organizational culture and symbolic interaction.The study shows that the organizations have various forms of cooperation, whereof the majority occur in individual cases, and that preventative work is not a priority due to reorganisations and changes in society. One of the central aspects regarding collaboration is intervention in an early stage to meet the childrens needs. We question if this could be done if preventative work would be a low priority. Both parties experiencing frustration from the personnel of the other organization, which mainly occurs from lack of trust and knowledge about the working situation of the other. The personnel from school and social service consider themselves to have an understanding for the personnel of the other organization. However, this is not a comprehension, which the personnel are experiencing from the personnel of the other organization. The view of the personnel between school and social service differs, which could be explained by “language differences” seen from a perspective of symbolic interaction. The differences might decrease and result in a better understanding between the parties if preventative work were to be prioritized for creating networks and strengthen their relations. The results also show that the guardians have a significant impact concerning the organizations to be able to cooperate in individual cases. This is because the confidentiality needs to be removed in order to enable cooperation between the parties. One conclusion based on the results is that visions and guidelines are not conformed in what is possible to integrate in the daily practical work of the personnel. Furthermore, several political decisions have to be made in order to give the personnel in school and social service adequate conditions for cooperation.

Background: In the digital era, the streetwear fashion industry has undergone significanttransformation due to the rise of social media. Traditional marketing methods have shiftedtowards direct consumer engagement through digital platforms, where brand authenticity andexclusivity are crucial for maintaining perceived value and consumer loyalty. Streetwearfashion, rooted in urban subcultures, relies heavily on these elements to establish and maintainits brand identity.Purpose: This thesis aims to critically examine how streetwear fashion brands utilize socialmedia to manage the authenticity paradox while driving exclusivity. It investigates the impactof these strategies on consumer behavior and brand loyalty within digital spaces.Method: The research employs a qualitative, exploratory design within an interpretivistparadigm. Data was collected through semi-structured interviews with a purposive sample of12 participants, including influencers, brand managers, and consumers actively engaged withstreetwear brands on social media. Thematic analysis was used to identify key patterns andinsights from the data.Conclusion: The findings reveal that streetwear brands effectively use social media to projectauthenticity through transparent communication and cultural engagement, while strategicexclusivity is maintained through limited releases and exclusive collaborations. Thesestrategies not only enhance perceived brand value but also foster strong community ties andconsumer loyalty. The study highlights the importance of balancing authenticity withexclusivity to navigate the competitive digital landscape and sustain brand appeal

Cette recherche se concentre sur les centres commerciaux et sur les expériences de magasinage produites et vécues au sein de ces espaces de vente dans différentes villes et régions du monde (Angleterre, Argentine, Brésil, France). Bien qu’il existe de nombreuses recherches sur ce sujet dans les économies développées, il en existe peu consacrées aux économies émergentes (Amérique Latine, notamment) et encore moins à des comparaisons inter-zones. Ce travail à caractère inductif et interculturel s'appuie, pour la discussion théorique des observations menées, sur les apports de la “Consumer Culture Theory”, en particulier sur les recherches sur l’expérience de magasinage transposées aux centres commerciaux, et tente de dégager des implications marketing. / This research focuses on shopping centers and on the shopping and consuming experiences produced and undergone within these retail spaces in different cities and in different regions of the world. Although significant work has been done on this topic in developed economies, significantly less has been devoted to emerging economies and even less has been done in comparative terms. This work builds on the existing Consumer Culture Theory related literature and it attempts to address current gaps in this body of work, as well as to provide managerial recommendations based on research findings. It differentiates itself from previous research on shopping centers on four main aspects: (1) By studying the phenomenon of shopping centers in Latin America, a largely unexplored domain; (2) By adding a multicultural perspective to the body of research on consumer and shopping experiences at shopping centers through the study of cases in five different cities; (3) By establishing a process of case selection to provide a priori variability of cases; (4) By comparing on ¨continuum¨ (Carù & Cova, 2007; Roederer, 2008) the full array of shopping experiences: produced, undergone and co-driven (Csaba and Askegaard, 1999; Tsai, 2010) and assessing whether these experiences vary across locations as well as the possible causes of variation.

The aim of this study is to investigate the interrelationships between place and taste through a multi-sited ethnography of music consumption. Place and taste are important theoretical constructs that have been studied extensively across the humanities and social sciences. Yet, there is a scarcity of research that attempts to bring together these constructs in the fields of marketing and consumer research and beyond. In particular, prior consumer culture theory (CCT) research has not taken into account the spatial processes through which consumers enact, perform and further develop their tastes in the market place. More significantly, little empirical research illustrates how different consumption spaces tend to orchestrate and shape consumers’ tastes. As such, this study focuses on the context of music consumption and aims to explore spatial taste formation processes via consumers’ aesthetic experiences in popular (festival) and classical (concert hall) music places within the fields of indie and classical music consumption respectively. The emergent findings are structured upon four chapters (papers) and develop specific research objectives which revolve around the overarching aim of the study, namely the exploration of the interrelationships between place and taste. This study brings together both structural and experiential dimensions of taste and highlights the ontological significance of phenomenological understandings of space and place for marketing and consumer research.

The rapid increase in car ownership has caused rigorous issues for people living in the major cities in China, which is observe from traffic pressure, the inconvenience of city travelling, and air pollution. While the fast development of digital service platforms based on the Internet provides an alternative approach to touch the problems, leading a researchable phenomenon, online car-sharing service in China. This paper strives to explore the impact of car sharing on millennial sustainability attitudes by using the daily service on apps to ‘drive less, share more’. The paper is conducted using mixed research methods in Suzhou, China. Principally, the researchers interviewed ten car- sharing consumers during shared ride. To ensure the creditability and reliability, the paper collected 326 online survey responses from local car-sharing platforms as comparable data. The results show that most millennials agree car-sharing service makes their traffic modes more convenient, and taking shared ride more compared to self-driving has a significant influence on social and environmental issues in cities. Also, some respondents present willingness or already take actions on giving up car ownerships. However, the result also emphasises the fundamental reasons for millennials to participate in car-sharing service, which is personalised service and reasonable price. The paper closes with three outcomes, sharing economy as ‘Development’, digital service as ‘Innovation’, and sustainability as ‘The future’. They not only enrich the current literature research between Millennials and sharing economy, but also promote further strategies for car-sharing companies with empirical data.

Jordan has strived to manage a large-scale anti-corruption initiative for the public sector since 2006. Despite the implementation of laws and bodies mandated to address corruption, public trust of government remains low and the country’s position on international corruption rankings has not improved. This study seeks to investigate how the implementation of a large-scale anti-corruption initiative impacts the organizational culture of the country’s public sector. It proposes that wasta, a unique Arab phenomenon that promotes the values of loyalty, represents the most significant barrier to penetrating what is essentially a normalized culture of corruption in the Government of Jordan. The organizational culture theory model was adopted as the theoretical framework because of its ability to account for differences in culture where promoted values do not necessarily correspond with employee actions. Because literature in this area is rare, a qualitative exploratory methodology was chosen. Based on data saturation, a total of 19 semi-structured interviews were conducted on-site in Jordan with mid-level managers identified using snowball sampling. The results prove the theoretical proposal to be accurate and show that wasta has evolved to the deepest level of organizational culture. The results are sub-divided into two major themes: culture and leadership. The results show that wasta is a deeply held and engrained part of organizational culture and that it is difficult for anti-corruption efforts to change this culture in the Jordanian public sector. The thesis also demonstrate how leadership can be both something negative or something positive in the fight against wasta depending on how it is used.. The findings carry implications for public administration, foreign policy, and society as a whole especially with regard to the development of more effective anti-corruption strategies in Jordan and abroad. The specific contribution to knowledge of this thesis is the examination of how organizational cultural reforms impact public-sector organizations in the Middle Eastern context given the influence of wasta, which is not discussed in the literature but remains important for the field. Future research should consider the views of a wider variety of stakeholders, as well as the impact of wasta on organizational characteristics including performance and delivery of public services.

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High turnover of child welfare workers is a problem to the children and families that receive services and the child welfare organizations that lose their staff. For children and their families, turnover of their assigned worker may interrupt their ability to achieve their permanency goals. Child welfare organizations encounter high costs for hiring staff due to the turnover and the staff that remain suffer with higher caseloads and not being able to provide the quality of services that they should be able to offer. The purpose of this phenomenological study was to understand the lived experiences of child welfare workers who remained with the same employer for 3 years or more. The conceptual framework consisted of 2 theories: organizational climate and organizational culture theory. Two focus groups, consisting of 3 participants from an urban community and 5 participants from a rural community, were used. A snowball sampling method was used to obtain the sample. A content analysis was conducted to discover major and minor themes. This study revealed that 5 factors contribute toward retention: a) caseload size; b) educational background and training; c) recruitment, screening, and selection; d) supervisory support; and e) peer support were supported by all 8 participants. In addition, a new factor of self-care emerged as a result of this study. While all the child welfare workers experienced all the factors that could have resulted in their turnover, due to implementation of self-care techniques they ended up remaining from 3 years to 13 years. Exploring self-care as an answer toward retention is worth exploring and can contribute toward social change in the field of child welfare.

Abstract  Background: E-commerce and omni-channel retailing strategies have emerged with digitalization. Digital channels have affected many parts of the daily life for consumers and as a result the consumer’s decision-making processes have become more complex. Born natives are a generation of consumers that have grown up having access to digital technology and their behaviors form a unique phenomenon as consumers within the omni-channel environment. At the same time, continuous growth in the Swedish furniture industry has allowed for new retailing strategies to emerge. The sample of born natives born during the 1990’s provides a unique insight in how these consumers behave and interact in the Swedish omni-channel furniture retailing environment.  Research question: How does the omni-channel retailing environment affect decision-making Purpose: The purpose of this study is to explore how digital native consumers who now comprise a larger consumer segment on the furniture market perceive the omni-channel environment in addition to how the digital omni-channel environment affects their decision- making process when it comes to furniture purchases in terms of perceived risks, purposes, and consumer benefits.  Methodology: This study is of qualitative nature which approaches the research problem and purpose with a relativistic philosophical stance. Semi-structured interviews were conducted to provide relevant data by individual consumers, and which have been analyzed with a hermeneutical approach. An inductive approach was adopted to explore the phenomenon.  Conclusion: Consumers perform multiple different actions and adopt different behaviors when operating in the furniture omni-channel retailing environment. Risk aversion, identity building, entertainment and channel selection are all aspects of furniture shopping that are impacted by digital natives operating in the omni-channel retailing environment.