Background: In this world of rapidly developing technologies, it has become less of a challenge for individuals to start a career within music and promote their brand. The emergence of social media has revolutionized digital marketing and facilitated the distribution of music across different online platforms. Artists working independently in the music industry have been challenged to undertake a dual role of being both a creator of music, as well as a marketer. Purpose: This research covers an uninvestigated topic. The paper firstly explores the various possibilities for self-promotion for independent artists, provided by living in a technological world. The second aspect which is examined is how record labels can support artists in their careers through doing their promotion campaigns and establishing their brand identity. Method: This is an exploratory qualitative study, which was conducted deductively. Eight semi- structured interviews were held with independent artists working with music in Sweden, the findings from which were organized through a thematic analysis. The design of the research follows a case study approach. Conclusion: The empirical findings suggest that independent artists use a DIY (Do It Yourself) approach in their careers, specifically in the marketing of their music and their personal brand. Using features provided by social media channels, distribution companies and music streaming services, as well as having consistent personal branding were some of the ways in which independent artists digitally self-promote themselves. On the other side, labels support artists by having bigger budgets and doing more outspread digital promotion campaigns, which allows the artists to focus on the creation of music, rather than on marketing planning and decision-making. The study contributes to research within the field of music marketing. Furthermore, suggestions for future research are provided.

In communication and marketing there have been a shift from a transaction focus with emphasis on persuasion to a relationship focus referred to as a two-way communication with increased interactivity. Traditional companies are challenged to understand how their business can take advantage and adapt to the digital changes and opportunities when it comes to communication and building relationships and gain the ability to anticipate and deliver what customers expect them to. B2B companies have a slower adaption to digital media and digital changes compared to B2C companies and when it comes to digital channels there is many opportunities to discover. B2B companies still feel dependent on traditional communication when it comes to building relationships but the digital trend pressure companies to get involved and keep up digitally. The constantly expanding digital landscape force B2B companies to find a way to utilize digital platforms and channels in order to create strong digital relationships with retailer and audience The purpose of this study is to investigate and gain an understanding how B2B wholesalers communicate and build digital relationships with retailers. A qualitative method is used featuring a single-case study with Company X a B2B firm operating in the wholesale trade business as a producer and a wholesaler. Data used in the study is collected from semi-structured interviews with employees from the sales and marketing department. Digital marketing is one of the most emerging tools within communication, that B2B businesses not yet use to its full potential but are eager to discover the opportunities and advantages B2C companies adapted for a long time. B2B businesses use digital tools to support and strengthen the communication and relationship with retailers however findings reveal traditional tools is still the prefered communication method in B2B. Our findings suggest how there are still qualities lacking in digital communication that can only be achieved through traditional communication with psychical meetings. Empirical suggestion on how a B2B company can adopt techniques from B2C and apply it in a B2B context.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. / Retail trade modernization in Peru has displaced the traditional retailer as the first option when it comes to shopping. Supermarkets have grown 45% during the last four years and the new convenience stores gather all competitive advantages required by the sector. Industry has adapted to the new Peruvian in order to cover the needs generated by a digital age offering solutions that give timely information, comfort and modernity when acquiring a new product. In 2017, 414,000 grocery stores were counted in Peru, which were forced to adapt and improve their services. This research project aims to come up with a solution to bring the grocery stores into the twenty-first century, and thus, to increase their gross margin and ensure their continuity. A methodology connecting the requirements of the grocery stores that invest the most in the city of Lima to the needs of the mass consumption companies by means of a platform that digitalizes ads at the point of sale driven by digital advertising is presented here. Currently, the product benefits 40 grocery stores in the city with a new customer service channel that allows to increase their sales by 20%.

Syftet med denna uppsats är att skapa ett ramverk för mäklares fortsatta användning av sociala medier med utgångspunkt i digital marknadsföring och relationsbyggande. Sociala medier är fronten mot den digitala omvärlden där kommunikation sker och det finns därför ett stort värde för mäklare att veta hur man borde hantera sin digitala närvaro på ett långsiktigt hållbart sätt för att inte försvinna i bruset av all tillgänglig information. Värdeskapande åt andra och etik är därför två fundamentala byggstenar som undersökningen placerats ovanpå. Arbetet har kartlagt vad mäklare kan göra på sociala medier genom att observera vad de gör just nu, men framförallt har fokus legat på vad mäklare bör göra framöver genom att kombinera teorier om digital marknadsföring med resultat från enkäter och intervjuer. / The purpose of this thesis is to create a framework for brokers' continued use of social media based on digital marketing and building of relationships. Social media is the front towards the digital environment where communication takes place, and it is therefore of great value for brokers to know how to manage their digital presence in a long-term sustainable way so as not to disappear in the noise of all available information. Value creation for others and ethics are therefore two fundamental building blocks on which the thesis is placed. The rapport has mapped out what brokers can do on social media by observing what they are doing right now, but above all, focus is placed on what brokers should do in the future by combining theories of digital marketing with results from surveys and interviews.

Covid-19 affected all industries worldwide and were affected differently, but one industry that faced many setbacks due to the Covid-19 pandemic is the restaurant industry. According to SCB (2021), cities between 50 000 – 99 999 inhabitants decreased by 18,9% in sales. My aim with the thesis is to examine the impact of digital marketing strategies on the sales and customer loyalty of restaurants during the Covid-19 pandemic in medium-sized cities. This thesis is intended to contribute information on how restaurants have worked to keep their customers during the pandemic with the help of digital tools such as social media marketing and online delivery services.  The usefulness of online delivery services and the shift toward digital and social media marketing because of covid-19 are the focus of this thesis research into the restaurant industry's marketing strategies. The thesis emphasizes how digital tools can help restaurants keep customers during the pandemic and speed up their recovery. Digital marketing was a cost-effective way to reach customers during the pandemic, according to the thesis conducted with six restaurant owners and managers in a medium-sized city. Despite the competitive advantage of online delivery services, maintaining customer loyalty was primarily driven by existing relationships. / Covid-19 påverkade alla branscher globalt och alla påverkades olika, men en bransch som ställdes inför många bakslag på grund av Covid-19-pandemin är restaurangbranschen. Enligt SCB (2021) minskade försäljningen 18% i städer med mellan 50 000 - 99 999 invånare.Mitt syfte med uppsatsen är att undersöka digitala marknadsföringsstrategiers påverkan på försäljning och kundlojalitet för restauranger under Covid-19-pandemin i medelstora städer. Denna uppsats är avsedd att bidra med information om hur restauranger har arbetat för att behålla sina kunder under pandemin med hjälp av digitala verktyg som sociala medier marknadsföring och online-leveranstjänster.Nytta av online-leveranstjänster och skiftet mot digitala och sociala medier-marknadsföring på grund av Covid-19 är fokus för denna uppsats om restaurangbranschens marknadsföringsstrategier. Uppsatsen betonar hur digitala verktyg kunde hjälpa restauranger att behålla kunder under pandemin och påskynda deras återhämtning. Digital marknadsföring var en kostnadseffektiv metod för att nå kunder under pandemin, enligt uppsatsen som genomförts med sex restaurangägare och chefer i en medelstor stad. Trots fördelen med online-leveranstjänster var bibehållandet av kundlojalitet främst av befintliga relationer.

Introduction: With the help of digital marketing, small businesses have been given greateropportunities to compete at a higher level than they previously could, which gives credence tothe term "if a small business can't be found on the internet, it doesn't exist". For small businessesto be competitive and grow, digital marketing is a must.Purpose: The purpose of this work is to investigate how a selection of small businesses utilizedigital marketing with an emphasis on SEM and SEO.Method: The present study is based on the use of qualitative methods to collect data and toprocess it. The qualitative interview approach is used to collect data, and these are conductedwith respondents at a sample of small businesses who have knowledge and insight into thecompany's marketing strategies.Results: The different companies and the respondents who represent them have a largelysimilar view of how digital marketing can be used to create growth. The clearest differencesappear in relation to the companies' financial conditions, where these largely control how muchthey can invest in the various types of marketing alternatives that are available. What is clear,however, is that all the companies work with both SEO and SEM, where it is above all thekeyword analysis that is given great importance to create growth in different ways - eitherthrough pure lead generation or a focus on increased brand awareness.Conclusion: The result in this work is not limited to small businesses. As small businesses ona general level have similar types of constraints, which this work highlighted in terms ofresources - both financial and personnel, insights from the study can highlight examples ofpractical implementations around digital marketing activities that contribute to growth thatother small businesses in other industries can benefit from.

Problem formulation: The problem that the thesis research relates to is the limitations of artificially intelligent chatbots as interlocutors. The emotional component of communication plays an essential role in the customer experience, but many users have a negative attitude toward chatbots due to their lack of humanity and empathy. The potential of the new ChatGPT in changing user attitudes toward chatbots is also being explored. However, the limited data available on recent versions of ChatGPT presents an additional challenge for research in this area.  Purpose: Our study aims to study people's emotional responses to human-like chatbots and their impact on user satisfaction. We also explore whether human likeness is a crucial driver of chatbot preference and how the new ChatGPT can change user attitudes toward them in a positive way.  Theoretical framework: The study's theoretical framework considers various aspects of using chatbots based on artificial intelligence (AI) in marketing. In this context, we observe ChatGPT as a revolutionary breakthrough in customer service, capable of improving customer experience and interaction with customer. We emphasise the emotional component of human-chatbot interactions, investigating customer emotions, attitudes, and trust, as well as the chatbot's capacity for empathy and human-like characteristics. Drawing from this theoretical exploration, we formulate four hypotheses to guide our research. Methodology: This quantitative study involves 79 respondents aged 18 years and over. The online survey was conducted using social media for dissemination. The empirical data obtained were coded and analysed using the SPSS program.  Empirical findings: Our study confirms the hypothesis of diverse emotional responses (H4) and a generally neutral emotional response during chatbot interactions (H3). We also find partial support for the presence of negative emotions (H2), but not for consistent positive emotions (H1). The data indicate a range of emotional responses, highlighting the complexity of human reactions to chatbots. Conclusion: Our research provides an overall picture of users' emotional responses to interactions with chatbots. Users show a variety of emotions, mostly neutral, which can change depending on the interaction. We also discovered the potential of the new ChatGPT in changing user attitudes towards chatbots in a more positive or neutral direction. The study also uncovers factors influencing users' emotional responses, such as age, attitudes, and past experiences. The results can be used to develop more effective marketing and business strategies for interacting with chatbots.

Introduction: With the help of digital marketing, small businesses have been given greater opportunities to compete at a higher level than they previously could, which gives credence to the term "if a small business can't be found on the internet, it doesn't exist". For small businesses to be competitive and grow, digital marketing is a must. Purpose: The purpose of this work is to investigate how a selection of small businesses utilize digital marketing with an emphasis on SEM and SEO. Method: The present study is based on the use of qualitative methods to collect data and to process it. The qualitative interview approach is used to collect data, and these are conducted with respondents at a sample of small businesses who have knowledge and insight into the company's marketing strategies. Results: The different companies and the respondents who represent them have a largely similar view of how digital marketing can be used to create growth. The clearest differences appear in relation to the companies' financial conditions, where these largely control how much they can invest in the various types of marketing alternatives that are available. What is clear, however, is that all the companies work with both SEO and SEM, where it is above all the keyword analysis that is given great importance to create growth in different ways - either through pure lead generation or a focus on increased brand awareness. Conclusion: The result in this work is not limited to small businesses. As small businesses on a general level have similar types of constraints, which this work highlighted in terms of resources - both financial and personnel, insights from the study can highlight examples of practical implementations around digital marketing activities that contribute to growth that other small businesses in other industries can benefit from. Keywords: Digital Marketing, Growth, Brand Growth, SEO, SEM, Relationship Marketing.

The purpose of this thesis is to research how consumer recommendations can be used in terms of marketing and sales purposes in the Fast Moving Consumer Goods sector. Due to technological changes and a shift from traditional to digital marketing, the way of communicating to the audience has changed. Consumer recommendations, micro influencers and social media platforms are a part of digital marketing that is growing progressively. The paradigm of the thesis is interpretivism with following a qualitative research method, inductive reasoning and a case study in focus. The findings show that digital marketing, thanks to aspects as social media and e-commerce, has been growing, however has not completely taken over the marketing field. Influencers are getting a bigger role as marketing tools with the shift of power evolving. Due to these reasons is why and how consumer recommendations have become such a big trend nowadays.

Digital marknadsföring är i dagsläget en snabbt växande bransch och aktörer söker ständigt efter nya sätt att bedriva marknadsföring. I denna rapport studeras en av dessa aktörer, Adoveo, vars värdeerbjudande är att inkludera ett tävlingsmoment i reklamkampanjerna som ger deltagare möjlighet att vinna priser. Problematiskt är dock att priserna riskeras att inte delas ut till mänskliga deltagare, utan istället delas ut till bottar som deltar i tävlingarna både omänskligt många gånger och med omänskligt bra resultat. Syftet med rapporten är att med hjälp av data från denna aktör försöka skilja mänskliga deltagare från bottar. För detta tillämpades två oövervakade maskininlärningsalgoritmer för att klustra datapunkterna, Gaussian Mixture Model och K-medelvärde. Resultatet var en otydlig klusterstruktur där det inte gick att pålitligt identifiera något kluster som mänskligt respektive botliknande. Orsakerna bakom denna osäkerhet var främst designen av reklamtävlingarna samt att attributen i den studerade datan var otillräckliga. Rekommendationer gavs till hur dessa problem skulle kunna åtgärdas. Slutligen genomfördes en analys avseende affärsnyttan med botsäkra tävlingar och vilket mervärde det skapar för företaget. Analysen visade att affärsnyttan från att botsäkra tävlingarna skulle vara stor, då det skulle ge fördelar gentemot konsumenter såväl som annonsörer och konkurrenter. / Digital marketing is a fast-growing market and its actors are constantlylooking for innovative and new ways of marketing. In this paper, an actoron this market called Adoveo will be studied. Their specialization and valueproposition is to include a competition part in their advertisement campaigns,giving its participators the possibility to win a prize. What could turn out to beproblematic is that the prizes are not rewarded to human contestants, insteadgoing to a bot that can participate in the competition with unreasonably goodresults. The purpose of this paper is to try to separate bots from human contestantswith the data provided from Adoveo. To that end, two unsupervised machinelearning algorithms were implemented to cluster the data points, GaussianMixture Model and K-Means. The result was an uninterpretable cluster structurefrom which there was no reliable identification of bot-like and human-likebehaviour to be made. The reason behind this was twofold, the design of thecompetition and a lack of decisive attributes in the data. Recommendationswere provided to how both of these issues could be rectified.Finally, an analysis was provided on the business value of bot-securingcompetitions and the value it gives to the company. The analysis showed thatthe business value of bot-securing competitions would be beneficial, becauseit would give a competitive advantage against competitors and also improvebusiness with advertisers and consumers.