Abstract The thesis aims to investigate the role of sustainability strategy in digital business in Bangladeshi and Pakistani SMEs. To attain our research goal, we made conceptual and theoretical framework, conducted telephonic interviews from digitized e-commerce SMEs working in Bangladesh and Pakistan service sector. Purpose: The purpose of the report is to explore the critical factors when implementing an integration of sustainability strategy in digital business. While doing this as well as dig deeper into a theory, we made analysis through our conceptual building and interviews. Methods: In this paper, a qualitative research method has been applied to demonstrate the experiences and activities of the SMEs as they come across, involve and survive by circumstances. A strong perception of phenomena was founded under this research. Before conducting telephone interviews, pilot tests had been taken to understand the significance and depth of the questions. Results: Based on the interviews it can be concluded that most of the respondents are considering sustainability strategy as competitive advantages and they are willing to utilize human, natural and financial resources in their digital business for maximizing benefit. Most of the respondents are using digital tools at their companies and concerning sustainability strategies to survive in the competing markets, but still the businesses who are working through sustainability strategy in their digital business is not adequate. Sustainability strategies are considered as core values of SMEs while doing digital business. Practical Implication: The findings ensure sustainability strategies are becoming core value in emerging markets like the mature markets. The findings conceptualized by the authors can be developed in future for the future studies in other emerging countries besides Bangladesh and Pakistan. As the results show that sustainability strategy in digital business can bring maximum benefit for the SMEs, the new entrepreneurs might be attracted towards implementing the sustainability strategy in their business.

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Small and medium enterprises in Nigeria rarely use eCommerce, which has led to lagging market shares and profitability compared to firms in other countries that use eCommerce. Approximately 90% of boutique fashion businesses shut down their businesses due to the inability to operate outside their business location. The social exchange theory was used in this multiple case study to explore how some small business owners in the boutique fashion industry use eCommerce to improve product marketing and profitability in Nigeria. The target population for this study was 5 fashion boutique owners based in Lagos State, Nigeria with a significant record of profitability by using eCommerce in product marketing. The data collection was through semistructured face-to-face interviews with 5 business leaders; each from different fashion boutiques in Lagos. Data collected was first coded to maintain confidentiality of participants, the digital recordings was transcribed into a Microsoft word document, and Nvivo 10 software was used to analyze and generate emerging themes. The data analysis was supported by methodological triangulation and member checking to enhance the credibility and trustworthiness of the interpretations. Two of the themes that emerged from the study were generating sales to improve profitability and strategic store locations. Use of eCommerce may contribute to social change through an increase in successful startups, increased employment, and the positive impact such companies have in the societies and communities they operate. Leveraging eCommerce may enable small- and medium-sized enterprise leaders to operate sustainable businesses.

The Swedish retail sector is experiencing a structural shift, where the e-commerce sector isgrowing steadily each year. As of 2017, e-commerce had seen an average annual growth rateof 14% over the past decade. Currently, e-commerce corresponds to 8.7% of the total retailsector. As the e-commerce sector is growing, so are the requirements for the underlyinglogistics operations. Larger trade volumes implicate a greater need of warehouses andlogistics real estate.The purpose of this master thesis is to investigate how the changing retail landscape will affectdemand for logistics real estate in Sweden for the coming decade. The study is based on amixed-method research design, combining a data analysis on the current market situationwith scenario-based interviews with 14 professionals about future market expectations. Thisthesis is structured around the DAS-framework, a strategy model developed at the Real Estateand Housing department at Delft University of Technology in the Netherlands.From observations, the conclusion is that the logistics real estate stock in Sweden needs to becomplemented by several, smaller distribution terminals located in close vicinity to the citycores. This in order to address the last-mile issue from the continued development of ecommercein areas with dense population. / Den svenska handelssektorn genomgår ett strukturellt skifte, där e-handelssektorn växerstadigt varje år. Under det senaste decenniet har e-handelssektorn i genomsnitt haft en årligtillväxt om 14% och utgör per 2017 8,7% av den totala detaljhandeln. I takt med att ehandelssektornväxer sig större ökar också krav på lager- och logistikfastigheter. Störrehandelsvolymer innebär ett större behov av lager- och logistikyta.Syftet med denna masteruppsats är att undersöka hur e-handelns utveckling kommer attpåverka efterfrågan inom logistiksektorn på den framtida svenska fastighetsmarknaden.Studien baseras på en blandad forskningsmetod, dels genom en data-analys av den nuvarandesituationen inom logistiksektorn, och dels genom scenario-baserade intervjuer med 14professionella aktörer om framtida marknadsförväntningar. Uppsatsen är strukturerad efterDAS-framework, en strategisk modell utvecklad av fastighetsavdelningen på Delfts TekniskaUniversitet i Nederländerna.Det som kunnat observeras är att det finns ett framtida behov av att komplimentera detsvenska utbudet av logistikfastigheter med flera, mindre distributionsterminaler i stadsnäralägen. Detta för att försöka lösa den rådande ”sista-mil” distributionsproblematik som en ökade-handel skulle innebära, tillsammans med en högre befolkningstäthet i stadsområden.

Dark patterns are a type of user experience technique and persuasive design where, with the help of knowledge about human behavior, a design has been created that enables users or customers to make disadvantageous decisions that you would not otherwise have made. One of the areas in which dark patterns have come to be used is ecommerce websites. This study aims to find out what type of dark patterns are used on Swedish shopping websites, how often they occur, and to gain an understanding of how people who work in the industry view the phenomenon. To do this, a taxonomy based on previous work in dark patterns has been developed. This taxonomy was used to manually analyze 96 of the largest Swedish e-commerce websites. The results showed that Hidden Costs, Low Stock Messages, Misdirections and Activity Messages were the most frequently occurring dark patterns on these websites. The interviews also showed that people working in the ecommerce industry are aware that dark patterns are used. However, they do not see it as a big problem that e-commerce websites try to influence the customer to make certain decisions as long as they do not directly use false information. With this report, we contribute insights into how, and to what extent, dark patterns are used in Swedish shopping websites and therefore also raise the awareness of coercive design and its effects. / Dark patterns är en typ av användarupplevelse och konverterande design där man med hjälp av psykologi och kunskap inom mänskligt beteende skapat en design som möjliggör att du tar ogynnsamma beslut som du annars inte hade tagit. Ett av de områden som dark patterns har kommit att användas på är e-handelshemsidor. Denna studie syftar till att ta reda på vilken typ av dark patterns som används på svenska shoppinghemsidor, hur ofta de förekommer, samt få en förståelse för hur människor som jobbar inom branschen ser på fenomenet. För att göra detta har en taxonomi baserat på tidigare arbeten inom dark patterns tagits fram. Denna taxonomi har sedan fått utgöra grunden för den manuella undersökning av de 96 största svenska e-handelshemsidorna som gjorts. Resultatet visade på att Hidden Costs, Low Stock Messages, Misdirections, och Activity Messages var de allra mest frekvent förekommande dark patterns på dessa hemsidor. Intervjuerna visade även på att folk inom branschen är medvetna om att dark patterns används och ser det inte som något stort problem att man på e-handelshemsidor försöker påverka kunden till att ta särskilda beslut, så länge man inte direkt använder sig av falska uppgifter. Med denna rapport bidrar vi med insikter hur dark patterns används inom Sverige på e-handelshemsidor och därmed också för att öka medvetenheten om tvingande design och effekterna av den.

In recent years more companies have invested in electronic commerce as a result of more customers using the internet as a tool for shopping. However, the basics of marketing still apply to online stores, and thus companies need to conduct market analyses of customers and the online market to be able to successfully target customers online. In this report, we propose the use of machine learning, a tool that has received a lot of attention and positive affirmation for the ability to tackle a range of problems, to predict future trends of electronic commerce in Sweden. More precise, to predict the future share of users of electronic commerce in general and for certain demographics. We will build three different models, polynomial regression, SVR and ARIMA. The findings from the constructed forecasts were that there are differences between different demographics of customers and between groups within a certain demographic. Furthermore, the result showed that the forecast was more accurate when modelling a certain demographic than the entire population. Companies can thereby possibly use the models to predict the behaviour of certain smaller segments of the market and use that in their marketing to attract these customers. / Pa senare år har många företag investerat i elektronisk handel, även kallat e-handel, vilket är ett resultat av att individer i samhället i större utsträckning använder internet som ett redskap. Grunderna för marknadsföring gäller fortfarande för webbaserade butiker, och därmed behöver företag genomföra marknadsanalyser över potentiella kunder och internet-marknaden för att kunna lansera starka marknadsföringskampanjer. I denna rapport föreslår vi användning av maskininlärning, ett verktyg som har fått mycket uppmärksamhet på senaste tiden för dess förmåga att hantera olika problem kring data och för att prognostisera framtida trender för e-handel i Sverige. Mer exakt kommer andelen användare av e-handel i framtiden prognostiseras, både generellt och för enskilda demografier. Vi kommer att implementera tre olika modeller, polynomisk regression, SVR och ARIMA. Resultaten från de konstruerade prognoserna visar att det finns tydliga skillnader mellan olika demografier av kunder och mellan grupper inom en viss demografi. Dessutom visade resultaten att prognoserna var mer exakta vid modellering av en viss demografi än över hela befolkningen. Företag kan därmed möjligtvis använda modellerna för att förutsäga beteendet hos vissa mindre segment av marknaden.

The surge in online shopping, catalyzed by the COVID-19 pandemic, has reshaped consumerbehavior worldwide. Ecommerce platforms account for a substantial portion of retailtransactions, and as the digital marketplace continues to expand, the allure of ultra-fastecommerce platforms such as Shein, Temu, and AliExpress grows exponentially. Theseplatforms offer an extensive array of products at unprecedented response to immediate trendsand affordability, leveraging aggressive marketing strategies to capture consumer attention.However, the convergence of ultra-fast ecommerce raises concerns about environmentaldegradation, unethical production practices, and labor exploitation. Brands operating withinthis business practice often prioritize profit margins over sustainability, perpetuating a throw-away culture that undermines efforts towards ethical consumption. The environmental andsocial implications of this rapid consumption trend remain underexplored, and what this mixed-method study aims to investigate is the intricate relationship between ultra-fast ecommercemarketing tactics and consumer sustainability beliefs, focusing on Swedish consumers. Afterextensive literature review and empirical research involving a survey of 122 consumers and 6follow-up interviews, this study examines the multifaceted influences of ultra-fast ecommercemarketing on Swedish consumers' shopping behaviors and sustainability attitudes. Ourinvestigation focuses on the complex interplay between price consciousness, impulsiveness,trend seeking and opinion seeking behavior, and the persuasive power of marketing tacticsemployed by ultra-fast ecommerce platforms. Our findings suggest that while Swedishconsumers express a strong commitment to sustainability in principle, the attraction of lowprices often eclipses environmental and social considerations when making purchasingdecisions on ultra-fast ecommerce platforms. Marketing strategies such as paid advertising,influencers, UGC, and aggressive discounts play a pivotal role in driving opinion seeking,impulsive and compulsive buying behaviors among consumers. Empirical findings reveal a lackof consumer awareness regarding the environmental and ethical consequences of ultra-fastecommerce purchases, and skepticism toward sustainability claims made by low-pricecompanies. However, consumers demonstrate high trust in influencers, who play a significantrole in shaping purchasing decisions, particularly regarding ultra-fast ecommerce. By shedding light on how ultra-fast ecommerce marketing strategies affect consumer behavior,this research contributes to academic scholarship and offers a range of practical implications.We offer a deeper insight into how consumers make choices and suggest ways to encouragepro-sustainable shopping habits in the ecommerce marketplace. Ultimately, this studyunderscores the urgent need for more studies focusing on regulatory frameworks, industrystandards, consumer education initiatives together with tailored marketing strategies that alignwith consumer values and how to promote ethical consumption practices to reduce the negativeimpact of ultra-fast ecommerce on the environment and on ethical aspects. By empoweringconsumers with knowledge and promoting ethical alternatives, we can encourage moreconscious and responsible purchasing decisions, ultimately contributing to a more sustainableand equitable digital marketplace.

<p dir="ltr">In the dynamic landscape of digital platforms, which includes various e-commerce and online review platforms, reputation systems play a fascinating role in shaping consumer behavior and influencing market outcomes. Seller-level reputation badges and individual recognition interventions, such as status badges and exemplar reviews, serve as important tools for enhancing trust and guiding customer decisions. Despite the prevalent use of customer reviews and ratings, the additional value provided by these reputation mechanisms warrants comprehensive investigation. This dissertation delves into the multifaceted impacts of seller-level reputation badges and exemplar reviews on consumer behavior and platform performance through two distinct essays.</p><p dir="ltr">In the first essay, we utilize a distinctive panel dataset from Airbnb to estimate the comprehensive effects of the seller reputation badge on both individual sellers and the overall platform. This study diverges from existing research that predominantly examines the influence of product-level reputation badges on individual sellers. By employing a difference-in-differences methodology and an exogenously determined schedule of updating the Superhost badge status, we find a substantial positive impact of the Superhost badge system on the bookings for Airbnb sellers and the platform. Additionally, we employ counterfactual estimators to uncover evidence of temporal dynamics in the badge system's positive effects. Our findings from counterfactual estimators indicate that the influence of the Superhost badge intensifies considerably within the initial weeks following its implementation, after which it reaches a state of equilibrium. Moreover, our analysis suggests that the Superhost badge exerts a more significant positive effect on the bookings of properties managed by hosts with multiple listings than those with a single property. These observations underscore the significant value of instituting a seller reputation badge system, even for online platforms with customer review mechanisms.</p><p dir="ltr">In a related analysis, the second essay investigates the strategies employed by online review platforms, which often involve targeted interventions such as status badges and exemplar reviews, to enhance user contribution to the platform's review system. However, a minority of individuals receive these interventions, and limited research exists on how reviews written by such intervention recipients result in second-order effects on nonrecipients' contributions. In this study, we leverage a quasi-experimental framework on a leading Asian review platform to evaluate the impact of exemplar reviews on users' review-writing behavior. We utilize a combination of econometric methods and natural language processing techniques to show an increase in the quantity and quality of user contributions following exposure to exemplar reviews. We also observe that users adapt their writing styles in response to exemplar reviews. Importantly, the effect of an exemplar review is moderated by the user's review-writing experience. Specifically, our findings reveal that less experienced reviewers, as opposed to their more seasoned counterparts, tend to increase their review volume and length upon reading exemplar reviews. However, they need more progress regarding review readability and perceived helpfulness. Further investigation indicates that reviews by users exposed to exemplar content gradually exhibit increasing homogeneity over time in terms of length, sentiment, readability, and topic diversity, suggesting a self-herding behavior that has not been previously documented in the literature on user-generated content. These insights provide valuable practical implications for platform managers on effectively utilizing reward programs to enhance the sustainability of their review platforms.</p>

Using Mehrabian and Russell’s (1974) stimulus (S) - organism (O) - response (R) model, this study developed online shopping experience framework that explains consumer behavioral responses toward online and offline stores. The results of the examined hypothesized relationships in this study reveal website attributes that create positive affective and attitudinal states and behavioral responses toward the retailers and retailers’ websites. Among website attributes, interface design is the strongest predictor of all behavioral responses, while website attributes relating to shopping services and security/privacy affect long term behavioral responses, such as purchase intention and brand loyalty. This study is imperative to practitioners and researchers, as they will help further develop online store environments and online shopping experience.

The growth of eCommerce is being hampered by a lack of trust between providers and consumers of Web-based services. While Web trust issues have been addressed by researchers in many disciplines, a comprehensive approach has yet to be established. This thesis proposes a conceptual trust-profiling framework???W3TF???which addresses issues of trust and user confidence through a range of new user-centred trust measures???trust categories, trust domains, transitivity of trust, fading factor analysis, standalone assessment, hyperlinked assessment and relevance assessment. While others now use the concept of transitivity of trust, it was first introduced by this research in 1998. The thesis also illustrates how W3TF can narrow the gap/disconnection between the hierarchical PKI trust environment and the horizontal Web referral environment. The framework incorporates existing measures of trust (such as Public Key Infrastructure), takes account of consumer perceptions by identifying trust attributes, and utilises Web technology (in the form of metadata), to create a practical, flexible and comprehensive approach to trust assessment. The versatility of the W3TF is demonstrated by applying it to a variety of cases from trust literature and to the hypothetical case study that provided the initial stimulus for this research. It is shown that the framework can be expanded to accommodate new trust attributes, categories and domains, and that trust can be ???weighed??? (and therefore evaluated) by using various mathematical formulae based on different theories and policies. The W3TF addresses identified needs, narrows the gaps in existing approaches and provides a mechanism to embrace current and future efforts in trust management. The framework is a generic form of trust assessment that can help build user confidence in an eCommerce environment. For service providers, it offers an incentive to create websites with a high number of desired trust attributes. For consumers, it enables more reliable judgments to be made. Hence, Web trust can be enhanced.