<p>Today Internet is clogged up and packed with homepages and information from both private persons and commercial companies. This has led to a decreased availability for a company to be noticed. The most common tool for consumers to use while searching for products online is via search engines. But because of the nature of these, not all companies can have good placements. Our research question was, "How do small online-companies attract consumers to their website"? The purpose of this thesis is to identify how a company works through online-communications and how to attract consumers to their home page. We also examine how companies with high placements in search engines differ in their work to attract consumers to their website in relation to companies with low placements in search engines. Furthermore, we also examine the practical work that is made to enhance the home page, as to make it easier for the customer and to enhance the probability of selling a first product. We were able to make a relevant questionnaire by reviewing new and relevant literature on subject’s field. Using telephone interviews we gather data for our empery. The uniqueness with this study is that we primarily look at relevant promotional aspects, which has not been considered adequately earlier, in the view of a practical perspective for a company. Our results were that in practice, to attract customers, a company primarily works to bee seen in search motors and in important places that are linked to the company's home page. The companies that were examined put a lot of effort to develop the homepage to make it easier for the customer. Also, the companies work with confiding proceedings through homepages so to make the customer attracted to the offerings and finally by the product. The study found differences in how companies handles their link-switching within the web, how they work with viral marketing and how they focus their work with shopbots depending whereas they score a high or a low placement in the editorial part of search engines.</p>

Today Internet is clogged up and packed with homepages and information from both private persons and commercial companies. This has led to a decreased availability for a company to be noticed. The most common tool for consumers to use while searching for products online is via search engines. But because of the nature of these, not all companies can have good placements. Our research question was, "How do small online-companies attract consumers to their website"? The purpose of this thesis is to identify how a company works through online-communications and how to attract consumers to their home page. We also examine how companies with high placements in search engines differ in their work to attract consumers to their website in relation to companies with low placements in search engines. Furthermore, we also examine the practical work that is made to enhance the home page, as to make it easier for the customer and to enhance the probability of selling a first product. We were able to make a relevant questionnaire by reviewing new and relevant literature on subject’s field. Using telephone interviews we gather data for our empery. The uniqueness with this study is that we primarily look at relevant promotional aspects, which has not been considered adequately earlier, in the view of a practical perspective for a company. Our results were that in practice, to attract customers, a company primarily works to bee seen in search motors and in important places that are linked to the company's home page. The companies that were examined put a lot of effort to develop the homepage to make it easier for the customer. Also, the companies work with confiding proceedings through homepages so to make the customer attracted to the offerings and finally by the product. The study found differences in how companies handles their link-switching within the web, how they work with viral marketing and how they focus their work with shopbots depending whereas they score a high or a low placement in the editorial part of search engines.

Möjligheten att samla in stora mängder data för att sedan individanpassa sin marknadsföring kan ha stora fördelar för e-handelsföretag. Det finns även olika faktorer som kan påverka om konsumenter antingen får en positiv eller negativ inställning till marknadsföringen. Syftet med studien var därför att få inblick i hur e-handelsföretag arbetar med individanpassad marknadsföring, med hänsyn till konsumenters inställning, för att kunna skapa e-lojalitet. Allmänna dataskyddsförordningen (GDPR), integritet, transparens, kontroll och relevans identifierades som faktorer som kan påverka inställningen till individanpassad marknadsföring. Intervjuer genomfördes med anställda i e-handelsbranschen och resultatet indikerar att företag till viss del tar hänsyn till konsumenters inställning, samt att e-lojalitet är betydelsefullt i företags arbete. Dock visar undersökningen att e-handelsföretag lägger stor vikt vid att konsumenter ska ta ett eget ansvar att skapa en förståelse för vad datainsamling innebär, vilket därmed konstaterar att företagen inte utnyttjar e-lojalitetens fulla potential.

Developments in the digital world have created a significant increase in the use of social media platforms. Being connected to social media is a part of most individuals lives. This is allowing companies to use social media platforms for their marketing purposes. One very common thing is to use influencers as a marketing tool to reach out to a wider audience of customers. This strategy is called influencer marketing. The questions answered in this study shows how companies can work to achieve their goals by using influencer marketing. The study has been based on a qualitative method to be able to analyze patterns, connections, and similarities between obtained empirics and theory. Empirics has been collected through written conversations and consists of three respondents, all with different experiences of influencer marketing. Above all, the results show that transparent and active work is essential to have positive effects on influencer marketing. It is also evident that some marketing literature does not match the collected empirics. Based on this, the study contributes to an enlarged understanding of the importance of the company's working method in influencer marketing while explaining how a company can work to accomplish positive effects of influencer marketing. / Utvecklingen inom den digitala världen har genererat en kraftig ökning gällande användandet av digitala plattformar. Att vara uppkopplad på sociala medier tillhör flera individers vardag. Detta har lett till möjligheter för företag att använda sociala medier i ett marknadsföringssyfte. En trend hos företag är att använda sig utav influencers som marknadsföringsverktyg genom att låta dessa kommunicera ut företagets budskap till kunderna. Detta kallas influencer marketing. Frågeställningarna som besvaras i studien är hur företag kan arbeta för att uppnå positiva effekter av influencer marketing samt vilka arbetssätt som är mindre effektiv vid influencer marketing. Studien har utgått ifrån en kvalitativ ansats för att ha möjlighet till att analysera mönster, samband och likheter mellan insamlad empiri och teori. Empiri har samlats in genom skriftliga konversationer med tre respondenter med olika erfarenheter av influencer marketing. Resultatet visar framförallt att ett tydligt och aktivt arbete är avgörande för att få positiva effekter vid influencer marketing. Det framgår också att en del marknadsföringslitteratur inte stämmer överens med insamlad empiri. Utifrån detta bidrar studien med en ökad förståelse för betydelsen av företagets arbetssätt vid influencer marketing samtidigt som det förklarar hur ett företag kan arbeta för att uppnå positiva effekter av influencer marketing.

Syftet med detta arbete var att undersöka inomhusodlingen av microgreens ur ett hållbarhetsperspektiv med anledning av att matförsörjningen står inför stora utmaningar. Detta gjordes i förhållande till resursanvändning, ekonomisk hållbarhet ur ett företagsperspektiv samt till vilka möjligheter och hinder microgreensodlingar har för att öka tillgången på lokala råvaror. Microgreens är unga hjärtbladsväxter som skördas när de har fått sitt första bladpar. I den här studien har både kvantitativa och kvalitativa metoder använts.Metoderna har inkluderat en materialflödesanalys samt en ekonomisk analys som har baseratspå Botildenborgs microgreensodling. Dessutom har semi-strukturerade intervjuer genomförts med två personer som har god kunskap om microgreens. Resultatet visade att resurserna iBotildenborgs microgreensodling används förhållandevis ekologiskt hållbart. Det finns däremot förbättringspotential, såsom ett konstant belysningsintervall och en lägreljusintensitet på LED-lamporna. Samtliga inköpta fröer borde även vara svenskproducerade.Vi kom även fram till att det är ekonomiskt hållbart för Botildenborg att bedriva sin micorgreensodling, även när elpriserna anses vara höga. Här finns också förbättringspotential rörande belysningsintervallet och lampornas ljusintensitet. Vi har konstaterat att de möjligheter som finns för att öka kundernas tillgång på lokala råvaror, såsom microgreens är: utbildning, tillgång året om, ökad efterfrågan samt microgreens närings-, hälso- ochmiljöfördelar. Hindren utgörs däremot av: bristande kunskap hos konsumenterna, greenwashing samt ett högt försäljningspris. Avslutningsvis kan inomhusodlingen av microgreens vara ett steg på vägen till att en tryggad livsmedelsförsörjning uppnås, men inte ett avgörande sådant. / The aim of this study was to investigate indoor farming of microgreens from a sustainability perspective, which is relevant as the food supply is facing major challenges. This was done in relation to resource usage, economic sustainability from a business perspective and which opportunities and obstacles there are for the cultivation of microgreens to increase the access to locally grown food. Microgreens are young cotyledons that are harvested at the true leaf stage. In this study both qualitative and quantitative methods have been used. This has included a material flow analysis and an economic analysis for Botildenborgs indoor farming of microgreens. Further on, semi-structured interviews were carried out with two people with good knowledge of microgreens. The results showed that resources in Botildenborgs indoor farming of microgreens were used relatively efficiently according to ecological sustainability. Although, there is some potential for improvements with constant lighting with low intensity LED lamps. All purchased seeds should also be produced at local scale (in Sweden) as far as possible. We also concluded that it is economically sustainable for Botildenborg to operate their indoor farm, even when the electricity prices are considered high. There is potential forimprovements here too, regarding the continuous lighting and the lamps intensity. We also concluded that opportunities to increase the customers access to locally grown food include education, all year-round access, increased demand, and nutritional, health-related, and environmental benefits. The obstacles on the other hand are lack of knowledge among consumers, greenwashing, and high selling prices. Finally, indoor farming of microgreens can be a step towards food security, but not a decisive one.