This study examines three commercially driven swedish news organizations that cover consumer electronics in some way. These are: MacWorld, Dagens Industri and Ny Teknik. The aim of this study is to analyze the policies and ethical guidelines regarding consumer electronics of each news organization and see how these translate to the finished articles. This study also aims to examine if the articles from each news organization can be interpreted as native advertising and/or adverising for the product. To achieve this, qualitative interviews have been conducted with representatives from each news organization, about their guidelines and general attitudes regarding consumer electronics. Furthermore, a qualitative content analysis of 13 articles in total has been conducted. To limit this study, one product has been chosen as the analysis object. This product is the Apple Watch and all the analyzed articles has a focus on the product. The results show that the policies and ethical guidelines about consumer electronics where very similiar between the three news organizations. All three were strongly against native advertising and any other form of favouritism. They emphazied that their credibilty towards their audience was the most important thing and that their focus were on what was important and interesting for the audience, not financial gain. However, the representatives, did say that they experienced their reporting about consumer electronics as difficult, and descibed it as a balancing act. The content analysis show that all of the articles about the Apple Watch had similarities to native advertisning and regular advertising for the product, and that they could be interpreted as such. There was a discrepancy between the policies and the actual articles. The interviews painted a picture of the ideal and morally correct way of reporting about consumer electronics. The articles on the other hand did not always live up to these standards. However, this should not be interpreted as if the media organizations were immoral and lied about their use of native advertising. Yet, this study illustrates the difficulty in reporting about consumer electronics without it being interpreted as advertising, and supports previous calls for revised guidelines and definitions about what is and what is not considered native adverising.

Den ökade användningen av internet bland befolkningen har gjort att konsumenterna idag har lättare att införskaffa information om företag, produkter och tjänster samt göra prisjämförelser. På så vis besitter konsumenterna mer kunskaper om produkternas egenskaper. Konsumenterna söker information om produktens egenskaper och gör prisjämförelser genom olika interaktionspunkter. Istället för att påverkas av de traditionella marknadsföringsåtgärderna är det istället konsumenterna som styr sig egen informationssökningsprocess och köpprocess. Våra medverkande respondenters medvetenhet och informationssöknings möjlighet gör att köpprocessen ser annorlunda ut mellan de olika sysselsättningarna. Där pensionärerna tillsammans med arbetarna sticker ut i flera enkätfrågor jämfört med resterande sysselsättningar. Syftet med studien är att analysera hur konsumenternas informationssökning och köpprocess av hemelektronikprodukter ser ut. För att få en ökad förståelse om konsumenternas informationssöknings- och köpprocess av hemelektronikprodukter har material samlats in genom två enkätstudier som har bidragit till studiens genomföranden. Resultatet av studien baseras på informationssökning- och köpprocessen utifrån den moderna cirkulära köpprocessen med hänsyn av de fyra P: n. Resultatet visar att familj och vänner tillsammans med recensioner på internet är de källor som respondenterna förlitar sig mest på och som de anser är mest trovärdiga. Utifrån studiens analys och resultat kan vi dra slutsatsen att reklam på sociala medier är något som majoriteten av alla medverkande respondenter blir påverkade av men däremot är det färre som använder sociala medier vid informationssökningsprocessen. Hemelektronikproduktens miljöpåverkan är en viktig faktor för våra respondenter då flertalet av dessa aktivt väljer att köpa miljövänliga produkter, med kopplingar till att produkten har längre livslängd och lägre elförbrukning. / The increased use of the Internet among the population has made it easier for consumers today to obtain information about companies, products and services as well as price comparisons. In this way, consumers have more knowledge about the properties of the products. Consumers seek information about the product's characteristics and make price comparisons through different interaction points. Instead of being influenced by traditional marketing measures, consumers are instead controlling their own information-seeking process and buying process. The awareness of our participator respondents and the opportunity for information seeking makes the buying process different from the different pursuits. Where the retirees together with the workers stand out in several survey questions compared with the remaining pursuits. The purpose of the study is to analyze how consumers' information search and buying processes of consumer home electronics products look. To gain a better understanding of consumers information- and buying processes of consumer home electronics products, material has been collected through two surveys that have contributed to the study's implementation. The outcome of the study is based on the information- and buying process based on the modern circular buying process taking into consideration of the four Ps. The results show that family and friends along with online reviews are the sources that respondents rely mostly on and which they consider to be most credible. Based on the study's analysis and results, we can conclude that advertising on social media is something that most of all participating respondents are affected by, but on the other hand, fewer people use social media in the information-seeking process. The environmental impact of the home electronics product is an important factor for our respondents, as most of these actively choose to buy environmentally friendly products, coupled with the product's longevity and lower power consumption.