Purpose: The purpose is to create an understanding of parents of young children's attitudes to hidden marketing when buying children's clothing and to investigate how parents of young children experience the design of product presentations in hidden marketing. Theoretical reference frame: The theoretical framework of this study is based on different theories and concepts that concern the field of study. Those theories are: Theory of planned behavior, Word-of-Mouth and Electronic-Word-of-Mouth, Attitude toward advertising and Trust to companies on social media. Methodology: The study uses a qualitative method which is based on 15 semi-structured video interviews. The informants have been selected using a non-probability sample. All interviews were conducted by FaceTime and Skype. Conclusion: The conclusion clearly showed that there are three different attitudes to hidden marketing, positive, negative and impartial. Informants with a negative attitude proved to bemore critical of the sources, while the informants with a positive attitude spread positiveword of mouth by recommending products to their acquaintances. The impartial group findsit difficult to trust the various marketing techniques.

The aim of this thesis was to explore and analyze the sponsored debates on Newsmill, so called seminars. How does the sponsor use Newsmills seminars for marketing purposes? Who is allowed to write in Newsmills seminars? To answer these questions we used both a quantitative survey and a qualitative survey. To examine how the sponsors use Newsmills seminars for marketing purposes we conducted a qualitative analysis which included three of the eleven seminars - a total of 26 articles. We examined how the sponsors conveyed the picture of themselves and if the written content in Newsmills seminars contained any hidden marketing. We could see that the sponsor has a great deal of influence on the seminars and also used them to market their brand with hybrid messages. Sponsors often tried to relate their brand to a public issue in order to camouflage their commercial purposes. The quantitative survey aimed to map the seminars and answer the question “Who is allowed to write in Newsmills seminars?”. We observed how many of the writers were male/female, had a Swedish/foreign name, had a certain position in society and if the writer had any connection to, or wrote about, the sponsor. We examined all articles ever published in Newsmills seminars, up to the day of the survey. A total of 164 articles in 11 different seminars. Our result showed that female writers are a minority group in Newsmills seminars. So are people with foreign names and people who lack a position which grants them authority.

<p>The aim of this thesis was to explore and analyze the sponsored debates on Newsmill, so called seminars. How does the sponsor use Newsmills seminars for marketing purposes? Who is allowed to write in Newsmills seminars?</p><p>To answer these questions we used both a quantitative survey and a qualitative survey.</p><p>To examine how the sponsors use Newsmills seminars for marketing purposes we conducted a qualitative analysis which included three of the eleven seminars - a total of 26 articles. We examined how the sponsors conveyed the picture of themselves and if the written content in Newsmills seminars contained any hidden marketing. We could see that the sponsor has a great deal of influence on the seminars and also used them to market their brand with hybrid messages. Sponsors often tried to relate their brand to a public issue in order to camouflage their commercial purposes.</p><p>The quantitative survey aimed to map the seminars and answer the question “Who is allowed to write in Newsmills seminars?”. We observed how many of the writers were male/female, had a Swedish/foreign name, had a certain position in society and if the writer had any connection to, or wrote about, the sponsor. We examined all articles ever published in Newsmills seminars, up to the day of the survey. A total of 164 articles in 11 different seminars.</p><p>Our result showed that female writers are a minority group in Newsmills seminars. So are people with foreign names and people who lack a position which grants them authority.</p>