Bakgrund: Mässan som den ser ut idag har varit en mötesplats för säljare och köpare sedan 1850-talet. Marknadsföring grundar sig på den öppna dialogen och samspelet mellan köparen och säljaren och är därmed viktiga byggstenar i hela marknadsföringsprocessen. Syfte: Vårt syfte är att undersöka hur effektivt marknadsföringsinstrument en mässa är, dels från det besökande fackfolkets utgångspunkt, dels från utställarnas perspektiv. Vi vill även ta reda på vad som lockar fackfolk till att besöka mässan. Metod: Genom att använda oss av såväl ett kvantitativt som ett kvalitativt perspektiv, var vår förhoppning att täcka ett tillräckligt stort område för att kunna dra så giltiga slutsatser som möjligt. En kvantitativ enkät tillsammans med kvalitativa samtalsintervjuer och en djupintervju kombinerade de två perspektiven och gav oss en bred samling data att arbeta med. Resultat: Vår undersökning visar att utställarna i stor utsträckning uppnår de mål som satts upp inför en mässa, främst genom att exponera sig på marknaden och locka nya kunder. Vi har även kunnat dra slutsatsen att besökarna förbereder sig mindre inför mässan än vad vi från början trodde. Anledningen till varför de besöker mässan påverkas dock inte av de undermåliga förberedelserna då besökarna, liksom utställarna, ofta har ett mål med sitt mässdeltagande. / Background: Trade fairs as we know them today have been meeting grounds for merchants and buyers since the 1850’s. Marketing is based upon the open dialogue and the interaction between the buyer and the salesperson, and are therefore important building blocks in the entire marketing process. Purpose: Our purpose is to study how effective a trade fair is as a marketing tool. We intend to look at this phenomenon both from the visitor as well as the exhibitor’s perspective. We also want to find out what elements attract people in the business to visit the fair. Method: By using both a quantitative and a qualitative approach, we hoped to cover as much ground as possible in order to draw as valid conclusions as possible. A quantitative questionnaire along with our qualitative interviews combined the two approaches and gave us a broad spectrum of data to work with. Result: Our study shows that the goals that the exhibitors set up are reached, primarily through exposure on the market and attracting new clients. We have also come to the conclusion that the visitors prepare themselves before the fair to a less extent than what we originally thought. However, this did not interfere with the visitors’ prime objective as to why they attended the fair.

<p><strong>Bakgrund:</strong> Mässan som den ser ut idag har varit en mötesplats för säljare och köpare sedan 1850-talet. Marknadsföring grundar sig på den öppna dialogen och samspelet mellan köparen och säljaren och är därmed viktiga byggstenar i hela marknadsföringsprocessen. <strong>Syfte:</strong> Vårt syfte är att undersöka hur effektivt marknadsföringsinstrument en mässa är, dels från det besökande fackfolkets utgångspunkt, dels från utställarnas perspektiv. Vi vill även ta reda på vad som lockar fackfolk till att besöka mässan. <strong>Metod:</strong> Genom att använda oss av såväl ett kvantitativt som ett kvalitativt perspektiv, var vår förhoppning att täcka ett tillräckligt stort område för att kunna dra så giltiga slutsatser som möjligt. En kvantitativ enkät tillsammans med kvalitativa samtalsintervjuer och en djupintervju kombinerade de två perspektiven och gav oss en bred samling data att arbeta med. <strong>Resultat:</strong> Vår undersökning visar att utställarna i stor utsträckning uppnår de mål som satts upp inför en mässa, främst genom att exponera sig på marknaden och locka nya kunder. Vi har även kunnat dra slutsatsen att besökarna förbereder sig mindre inför mässan än vad vi från början trodde. Anledningen till varför de besöker mässan påverkas dock inte av de undermåliga förberedelserna då besökarna, liksom utställarna, ofta har ett mål med sitt mässdeltagande.</p> / <p><strong>Background:</strong> Trade fairs as we know them today have been meeting grounds for merchants and buyers since the 1850’s. Marketing is based upon the open dialogue and the interaction between the buyer and the salesperson, and are therefore important building blocks in the entire marketing process. <strong>Purpose: </strong>Our purpose is to study how effective a trade fair is as a marketing tool. We intend to look at this phenomenon both from the visitor as well as the exhibitor’s perspective. We also want to find out what elements attract people in the business to visit the fair. <strong>Method:</strong> By using both a quantitative and a qualitative approach, we hoped to cover as much ground as possible in order to draw as valid conclusions as possible. A quantitative questionnaire along with our qualitative interviews combined the two approaches and gave us a broad spectrum of data to work with. <strong>Result:</strong> Our study shows that the goals that the exhibitors set up are reached, primarily through exposure on the market and attracting new clients. We have also come to the conclusion that the visitors prepare themselves before the fair to a less extent than what we originally thought. However, this did not interfere with the visitors’ prime objective as to why they attended the fair.</p>

Travel vloggers are a relatively new phenomenon that appeared around 2016. These are travelers who share their experiences in a video format, mostly on YouTube. Whereas their motives might be out of self interest - in reality they market the destination they are in, drawing attention to new potential destinations for the viewer. The aim of this study is to examine the relevance of travel vloggers as a tourist research method. More specifically regarding tourists visiting Georgia, if travel vloggers are beeing used before departure, if it influences the tourists' perception of Georgia and what they want to experience when they visit. The study also intends to examine what travel vloggers show in their videos of Georgia. To analyze the results theories regarding guided tourism, cognitive distance and youth tourism will be used. The results indicate that travel vloggers are established as a tourist research method and that it does affect what tourist want to experience when they visit. It also shows that travel vloggers show what is considered not typical tourist attractions, differentiating them from more traditional means of research. The results could be linked with the theories regarding guided- and youth tourism, however not with cognitive distance.

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Up until now, Bitcoin as a marketing tool to leverage the brand image of an e-retailer has only been researched scarcely. This paper contributes to filling this gap by looking at Bitcoin’s suitability as primarily a cognition-based trust-building tool in the context of online sex shops. Online sex shops in which affective-based trust is taken as a use-case to exemplarily assess whether far associations customers have with Bitcoin can be transferred unto their brand image, assessing its effectiveness. Moreover, as Bitcoin is a payment method, this study feels the pulse in how far trust is established with the general public to assess chances of success when introducing it as an option to existing alternatives. Trust is considered important in the transaction and decision-making processes of a customer as much as it is in building and fostering brand image. Two expert interviews and one survey make up the data source for this research to gain a holistic view from the customer’s, the retailer’s and the industry expert’s perspective. Findings from the different sources were first in-case analyzed before cross-comparing them. The study highlighted the fact that Bitcoin as a marketing tool is highly case-sensitive, cognition-based, and risky in both - financial and marketing terms. It is best used as part of a long-term strategy and in cases in which the brand image of a brand is as similar to that of Bitcoin as possible. Additionally, Bitcoin disposes of many of the same qualities as other payment methods do and although trust in it is still limited, it is competitive in terms of factors like transaction speed and cost. There is no uniform bundle of associations and a positive or negative evaluation thereof to be connected to it, however, factors like gender, financial education, and trust in one’s own abilities are all found to influence trust and usage intention. The study finds potential for both – Bitcoin as a marketing tool and payment method.

Denna uppsats behandlar frilansare i mediebranschen. Studien syftar till att bidra till den redan existerande förståelsen för hur mediebranschen ser ut idag, men också för att öka förståelsen för hur frilansare marknadsför sig via sociala medier. Genom kvalitativa intervjuer med frilansare har sociala medier som marknadsföringsverktyg undersökts. Resultatet beskriver vilka sociala medier som används av de frilansande intervjupersonerna men också hur mediebranschen i dess kontext ser ut idag, vilken betydelse kontakter har samt betydelse av ett personligt varumärke. Med en abduktiv ansats har det insamlade materialet analyserats genom ett växelspel mellan empiri och teori. Slutsatsen att dra är att sociala medier är ett nödvändigt marknadsföringsverktyg för att nå ut med det personliga varumärket, för att visa att du som frilansare finns bland dina kontakter men också för potentiella uppdragsgivare. Kontakter har också en viktig betydelse för frilansare i mediebranschen men kan kompletteras med marknadsföring på sociala medier då sociala medier kan hjälpa till med att få ut det egna personliga varumärket i branschen, vilket är viktigt för en frilansares professionella framgång. / How freelancers in the media business use social media as a marketing toolThis paper is about freelancers in the media industry. The study aims to contribute with information to the already existing understanding of how the media industry looks today, but also to increase the understanding of how freelancers use social media within their marketing. The use of the social media as a marketing tool has been studied through qualitative interviews with freelancers. The result describes which social medias are used by the freelancing respondents, but also how the context of the media industry looks today. It also enlightens the importance of social contacts for the freelancers and the meaning of self-branding. The collected material has been analyzed through an abductive approach, which means that an interaction between empirical data and theory-based information has been done. The conclusion of this study shows that social media is a necessary tool for the freelancers to succeed with their self-branding, not only to be noticed by your own contacts, but for the potential clients as well. The importance of contacts also has a big role for freelancers in the media industry, but in the lack of it, it can be supplemented with social media marketing since social media can help you with your self-branding, which is important for the professional success of a freelancer.

Background: In today’s world, human attention has become a valuable resource that every entity wants to utilize and compete for. Attention together with funding have become two essential factors that start-ups are trying to acquire. Recently, crowdfunding has become a popular way for start-ups to obtain funding from investors, more specifically backers. However, crowdfunding can be utilized not only for gaining capital but also for interacting with backers, presenting an idea and as a marketing tool. Therefore, it is important to understand how start-ups can effectively grab and retain attention through crowdfunding.    Purpose: Only a certain number of studies researched the relationship between crowdfunding and the marketing aspect that it possesses. Additionally, there is a lack of studies that delved into the project presentations and communications aspects of reward-based crowdfunding platforms utilized for Generation Z and the attention span. Consequently, the purpose of this study is to discuss the role of project presentation and types of communication in grabbing and retaining Gen Z backers' attention on Kickstarter.    Method: To achieve the purpose of this study, qualitative research methods have been selected as preferred. Mainly deductive reasoning was followed, with some inductive elements adding precision to this angle from already established theories. Individual semi-structured interviews were conducted with backers of a Kickstarter campaign who belong to the Generation Z cohort. Thematic analysis was further employed to structure the data which involves coding, analyzing, and interpreting it.    Conclusion: Project &amp; founder characteristics, as well as project presentation and its quality, are the main elements that need to be communicated through one of the communication types. Whether forms of visual content, copywriting or verbal and nonverbal communication, they all have their role and an impact on the attention being either grabbed, retained or both. Through these communication types, trust and credibility factors need to be gained, both visually and in the details of the campaign presentation. Additionally, the mediating and engagement factors have an impact on the grabbed and retained attention. Finally, signs of caught and retained attention of Generation Z backers on a Kickstarter campaign, do not necessarily translate into their donations.

The purpose of the diploma thesis called „Marketing activities an their influence on the budget of construction company“ is to observe and describe individual marketing activities and their significance for the overall budget, followed by an evaluation of the current state and a designing an optimization for it.

Die vorliegende Arbeit beschäftigt sich mit der gegenwärtigen Banksprache, die auf Webauftritten der deutschen und russischen Kreditinstitute kommuniziert wird. Die Analyse der ausgewählten Webauftritte der Kreditinstitute erstreckt sich über einen Zeitraum von etwa zwei Jahren - von 2020 bis 2022. Das Hauptaugenmerk liegt auf den Strategien der Selbstdarstellung der Finanzdienstleister und der Adressierung. Zentral sind dabei die Fragen, welche Prestigeressourcen bzw. Werte die deutschen und russischen Banken verwenden, d. h. welche sprachlichen und visuellen Mittel sie einsetzen, um ihre Zielgruppen zu erreichen, und wie sich diese auf ihren Webauftritten unterscheiden. Im Mittelpunkt der Arbeit stehen daher die axiologische und multimodale Analysen der werblichen Texte der Kreditinstitute.