Background A chatbot is a type of modern computing program that uses textual or vocal interfaces to replicate human communication or "chitchat.” is widely used in many large-scale applications. The thought behind this technological advancement was to provide users with quick and instantaneous responses to questions that they would ask when conversing through email or by phone, which has been shown to boost productivity among users and lessen the time being spent on tasks. Purpose The main aim of this thesis is to investigate opinions and behaviors, in terms of perceived benefits and drawbacks, of international students on whether or not implementing a chatbot onto a university’s website can be mutually beneficial for both the university to lessen the number of incoming questions and the prospective students in their decision-making process to select their future school. Method To do this, a mockup chatbot was created with Voiceflow software. The Voiceflow software is a cutting-edge creative tool for teams focused on conversational design and product development. It has been aligned with the TAM model described in the research framework. The participants were placed in the role of prospective students searching the JU website for general and specialized information on the university's study programs, financial arrangements, apprenticeships, exchange overseas, and the enrollment procedure. Participants in the mockup are invited to imagine themselves as potential students interested in applying for a higher education degree at Jönköping University in one of five scenarios. Conclusion The findings of this research provide insights into the benefits and the drawbacks of implementing a chatbot within higher educational institutions that are actively recruiting international students with their English-taught programs, exchange programs, courses, traineeships, etc. The main conclusion of this research is that higher educational institutions such as colleges and universities should opt to implement a chatbot within their website in order to facilitate frequently asked questions that otherwise would take time, for example waiting for a representative to answer the phone and/or waiting for an email reply. When students reside in another time zone, students greatly benefit from a chatbot as it is available 24/7, in addition, having all the necessary information for international students under one roof, students are able to quickly navigate through various information that is relevant to them in a few clicks with the use of a chatbot. On the other hand, findings show that although chatbots are indeed very helpful to international students, there are some drawbacks that should be considered. Major drawbacks introduced by this research include the lack of human assistance in cases where the chatbot is unable to answer complex and/or personal questions or cases where students prefer human contact. Additionally, chatbots require round-the-clock maintenance to keep them up to date with displaying the correct information.

Purpose: The purpose of this study is to investigate consumer’s attitude towards licensed products in relation to the parent brand, with respect to perceived quality, likelihood to buy and associations’ transferability. Background: Brand licensing has become one of an increasingly popular ways of stretching a brand into new product categories to reach more consumers in new markets. Despite the fact that brand licensing is less risky than building a brand from scratch, the odds that licensed products will fail are still high. That is why, it is interesting to investigate consumers’ attitudes towards brand licensing in fast moving consumer goods sector and see how perceived quality, likelihood to buy and transferability of parent brand associations will impact the licensing strategy. Method: The authors will use quantitative approach; data will be gathered using self-administered questionnaires. Furthermore, the data will be analysed using SPSS, namely by employing Spearman’s correlation. Conclusion: The results of this study indicate that perceived quality, likelihood to buy and associations of the parent brand have a positive impact on the licensed products only if there is a high degree of perceived fit between the two product categories. Consumers welcome new licensed product that is in the related product category, however, the consumers appear to be sceptical to the product that is outside of the core market of the parent brand.