Diploma thesis The transformation of communication models within cyberspace deals with the topic of communication on five current social network sites (Facebook, Twitter, LinkedIn, YouTube and Instagram). First part of the thesis focuses on theoretical background of traditional communication models. Selected models include: Shannon and Weaver Communication Model, Cultural and Ritual Model, Jakobson's Model, Publicity Model and communication model created by Vilem Flusser and Palo Alto School. Networked communication has been undergoing fast development which has caused that some communication models became obsolete. Thus it is necessary to define new communication features on social network sites, since these changes in conjunction with technology development and needs of contemporary society. User activity, cycle and egocentric communication processes, up-to-date and spontaneous content are the characteristic features of current communication on social network sites.

This study examines how recent graduates with a Bachelor of Science in Media Technology use LinkedIn as a tool for job search and networking. It examines their thoughts around theirbehaviour in relation with how their behaviour can affect their future career opportunities. Thepurpose is to gain a deeper understanding of how LinkedIn is used which is based on the uses and gratifications theory. To examine this an abductive approach has been used, and four semistructured interviews have been done to gather data from the recent graduates. The study shows that recent graduates with a Bachelor of Science in Media Technology use LinkedIn as a tool for job search, but do not use the opportunity to network to its fullest potential. The recent graduates in this study are also passive users who use LinkedIn as a place to gather information that can be used later. This strengthens the earlier studies done in the field that students and recent graduates use LinkedIn passively and do not use the functions “liking”, “commenting”, “sharing” and “posting” to be more visible to the fullest. The recent graduates are aware of the opportunities LinkedIn provide and that it is beneficial for them to be more active there than they are today but find it difficult to know what they would contribute with by being more active.

The popularization of professional virtual communities (PVCs) as a platform for people to share experiences and knowledge has produced a paradox of convenience versus security. The desire to communicate results in disclosure where users experience ongoing professional and social interaction. Excessive disclosure and unsecured user security behavior in PVCs increase users’ vulnerability to technology threats. Nefarious entities frequently use PVCs such as LinkedIn to launch digital attacks. Hence, users are faced with a gamut of technology threats that may cause harm to professional and personal lives. Few studies, however, have examined users’ information security behavior and their motivation to engage in technology threat avoidance behavior in a PVC. This study tested a professional virtual community technology threat avoidance model empirically. The model was developed from the conceptualization of different aspects of the technology threat avoidance theory, social cognitive theory, and involvement theory through an integrated approach. This quantitative study employed a random sampling methodology. Prior to collecting data for the main study an expert panel review and a pilot study were conducted. A web-based survey designed with a 5-point Likert scale was distributed to 1285 LinkedIn members to gather self-reported data on users’ technology threat avoidance behavior. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the data gathered from 380 respondents. The results of the data analysis revealed that perceived susceptibility, perceived severity, and information security knowledge sharing are strong predictors of avoidance motivation. Information security knowledge sharing had the most significant predicting effect on avoidance motivation in PVCs. Also, self-efficacy, group norms, and avoidance motivation all have a significant predicting effect on users’ information security avoidance behavior in PVCs. However, information security experience and safeguarding measure cost do not have a significant predicting effect on users’ information security avoidance motivation. This study makes significant contributions to the IS body of knowledge and has implications for practitioners and academics. This study offers a comprehensive model through the integration of behavioral and cognitive theories to better understand user information security behavior in PVCs. The model also identifies essential elements to motivate users to engage in technology threat avoidance behavior.

La investigación se centra en conocer la relación entre el área de marketing y recursos humanos. Se enfoca en la estrategia de Social Selling y cómo repercute en la marca empleadora. La metodología propuesta por Rosengren y Bondesson (2015) se emplea a la organización multinacional IBM, Perú. La muestra, tiene 3 pilares: perfil abierto a la diversidad e inclusión, innovación y línea de carrera. Es relevante realizarla dado que el Social Selling es una estrategia que por primera vez se desarrolla dentro del marketing de IBM y de LinkedIn, Asimismo, se considera relevante porque se logra demostrar el posicionamiento de su marca empleadora. La metodología se basa en un enfoque cuantitativo con el apoyo de encuestas, a través de ellas se analiza el efecto de la iniciativa por IBM en el atractivo de la marca en potencial talento y así se analiza la incidencia en el área de recursos humanos. Los objetivos toman 3 factores que permiten medir el Employer Branding: la capacidad de la marca percibida, la percepción de la marca como empleador y el atractivo de la marca como empleador. Cabe mencionar que las técnicas de análisis se dan a través de la modelación de ecuaciones estructurales (SEM).

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Detta är ett examensarbete vid fakulteten Teknik och Samhälle på Malmö högskola. Syftet med uppsatsen är att skapa en ögonblicksbild över hur användandet av sociala medier ser ut i den utvalda respondentgruppen samt att undersöka hur de resonerar när de väljer att lägga tid på sociala medier.Uppsatsens resultat utgörs av intervjuer utförda tillsammans med 10 personer i åldrarna 20 – 30 år. Materialet som samlats in från intervjuerna har sammanställts för att skapa gemensamma svar. Svaren har analyserats och därefter jämförts med statistik från databasen Orvesto, som utgörs av TNS SIFOs undersökningar. Detta har skapat en övergripande bild över hur respondentgruppen använder sociala medier samt resonerar kring ämnet, och resultatet från intervjuerna har satts i jämförelse med vad statistiken säger.Sociala medier används flitigt hos respondentgruppen och det är inte alla som tycker att de använder sociala medier i en lagom mängd. Att använda sociala medier med måtta är bäst, det håller intervjupersonerna med varandra om. Att bryta mönster och göra annorlunda är även en upplevelse deltagarna varit med om. Det var enligt intervjupersonerna en nyttig upplevelse eftersom det ofta krävs att de blir tvingade till att göra annorlunda och ändra på sig för att det faktiskt ska ske. Upplevelsen bekräftade mångas tankar om att sociala medier egentligen inte tar upp en viktig plats i deras liv, och att det egentligen inte behövs i den mängd det används idag. Många insåg även att de använde sociala medier för mycket, men hade ändå svårt att sluta använda det i samma omfattning efter avslutad intervention.I slutet av uppsatsen finns en diskussion där författaren diskuterat och jämfört teori med resultat. Författaren har även diskuterat hur olika delar i arbetet stärker varandra. / This is an essay written at the Faculty of Technology and Society at Malmö University. The purpose of this paper is to create a picture of how the use of social media looks like in the chosen respondent-group and to explore how we think we choose to spend time on social media.This essay consists of the interviews conducted with 10 people aged 20 - 30 years. The material collected from the interviews has been compiled to create common responses. The responses have been analyzed and then compared with data from the database Orvesto constituted by TNS SIFOs surveys. This has created an overall picture of how the respondent-group is using social media and how they think about it. I’ve put the results from the interviews in comparison to what the statistics say. This has strengthened my result.Social medias are used very much in the group of respondents and it’s not everybody that thinks that they use the social medias in a correct amount. To use social medias in just the right amount is the best, that’s a thing the respondents agree with each other about. To break a pattern and do different is an experience the participants have gone through. It was according to the interviewed people a very healthy experience since it often takes a forced action for them to do differently and break their patterns. The experience confirmed a lot of peoples’ thoughts about social media, that it doesn’t take that big of a place in their lives and that they actually don’t need it that much. A lot of people realized that they use social medias too much, but they still had a hard time to stop using it after the intervention.In the end of the essay there is a discussion that compares the theory with the result. I have also discussed how different parts of the work are strengthening each other.

Organisationer och företag använder idag frekvent sociala medier för att skapa deltagande hos sin målgrupp. I vårt digitala samhälle och stora mediebrus behövs strategier och medvetenhet kring vilka inlägg i sociala medier som lyckas generera högst deltagande. Denna uppsats identifierar utbildningsföretags inlägg på sociala medier som lett till högst deltagande. Syftet med uppsatsen är att finna eventuella mönster i dessa. Syftet är även att bidra med aktuell kunskap som utbildningsföretag, och företag i allmänhet, kan ta del av i sitt arbete med att skapa deltagande genom sociala medier. Uppsatsens undersökning genomförs genom kartläggning av utbildningsföretags inlägg på sociala medier under en begränsad tidsperiod. Utifrån kartläggningen identifierades inlägg med högst antal gillamarkeringar, kommentarer och delningar som sedan sammanställs i cirkeldiagram. Resultatet visar att samtliga inlägg som genererat högst deltagande är informativa, med undantag för uppdatering av omslagsbild och videopresentationer. Resultatet visar även att inlägg som handlar om lediga tjänster, artiklar om skolor, information om SFI (svenska för invandrare) och mobiloptimering genererar högst deltagande. / Organizations and enterprises frequently use social media as a strategy to create participation within their group of target. Strategies and awareness are needed in order to publish successful posts in today’s society and large media noise. This essay focuses on distinguishing which posts by educational companies have generated the most interactions during a specific time period.The purpose of this study is to identify posts with the highest participation rate and find potential patterns within them, in addition to identifying current knowledge and contributing new knowledge for primarily, but not limited to, educational companies to use. This study shows that informative posts are the most successful posts in terms of generating participation,with an exception of cover photos and video presentations that also generated high participation.Furthermore, posts about job openings, articles about schools, Swedish for immigrants and mobile optimizing were the posts that generated highest participation.

The following dissertation is a series of three essays in behavioral/experimental and labor economics: (1) Information Asymmetry in Job Search, (2) Minority Turnout and Representation under Cumulative Voting. An Experiment, and (3) Networks and Labor Mobility: A Study of LinkedIn Profiles in the Biotechnology Sector. Standard models of rational job search assume agents know the distribution of offered wages when deciding which jobs to accept. In Chapter 1, coauthored with Kai Zen, I test if incorrect beliefs about wages affect real-world job search behavior in a field experiment with 1100 senior-year undergraduate students in the graduating Class of 2023 at the University of California, Berkeley. Partnering with the Career Center, we present personalized information graphics on school-and-major-specific salary distributions to students in the treatment group. We first document novel evidence that even prior to labor market entry, errors exist in wage beliefs – some students overestimate the available distribution, while others underestimate the available distribution. Post-treatment, we find that students treated with correct information update their beliefs towards the truth, and this is reflected in changes in reservation wages. At the end of the school year, we find that in comparison to the control group, students who increased their reservation wage after treatment had higher total and base salaries conditional on employment, a result significant at the 5% level. However, these same students had a lower, but imprecisely estimated likelihood of being employed by June post-graduation. An opposite but symmetric effect occurred for students who decreased their reservation wage. Our results are consistent with job search models where workers with more optimistic expectations wait longer to accept a job, but accept higher wages. We compare our experimental estimates to simulated moments from the model and find that the mean experimental effect is close to the model in magnitude under reasonable parameters. Our paper suggests an economically important role for errors in beliefs about labor market conditions and shows the effectiveness of a light-touch information intervention on employment and earnings for first-time job seekers. Chapter 2, coauthored with Alessandra Casella and Jeffrey Guo, asks how an alternative voting system can increase the voter turnout and representation of minorities. Under majoritarian election systems, securing the participation and representation of minorities remains an open problem, made salient in the US by its history of voter suppression. One remedy recommended by the courts is the adoption of Cumulative Voting (CV) in multi-member districts: each voter has as many votes as open positions but can cumulate votes on as few candidates as desired. Historical experiences are promising but also reflect episodes of minority activism. We present the results of a controlled lab experiment that isolates the role of the voting rule from other confounds. Although each voter is treated equally, theory predicts that CV should increase the minority's turnout relative to the majority and the minority's share of seats won. Our experimental results strongly support both theoretical predictions. In Chapter 3, using LinkedIn profiles data on the biotechnology sector, it is possible to construct a measure of individuals' networks based on coworkers within the same firm and location. Exploiting such a measure, I intend to test the impact of network size on future employment in the biotechnology sector, which has frequent employee turnover due to unanticipated clinical trial failures. In doing so, I seek to answer the following question: Do larger or higher-quality networks cushion against negative employment shocks? According to preliminary evidence, connections help workers find jobs more quickly. Currently, the network measure is imperfect, the data set on which the preliminary results are based is small, and the assumptions underlying the statistical analysis can be questioned. However, all three limitations can be overcome. I highlight in this chapter the steps to be taken to do so.

The thesis deals with the etiquette within social media and social network sites as a part of network media. First section focuses on the phenomenon of etiquette in historical context and deals with associated terms such as courtesy and politeness. Second part deals with documents concerning so called netiquette - network etiquette. Finally the third part focuses on the etiquette within social network sites (SNS). The paper analyses three SNS - Facebook, Twitter and LinkedIn and their official rules concerning appropriate user behaviour. Furthermore there are also unofficial rules created by users, enthusiasts, bloggers and journalists defined in the paper. Last part focuses on some phenomena that are significantly related to the topic of social media etiquette. The finding of the thesis shows that there are certain SNS etiquette rules and suggestions that are repetitive. It was also discovered that there is lack of uniform official etiquette rules within the SNS whereas the membership of users plays an important role in shaping those rules, advice and suggestions.