Abstract   Background: In present time, social media usage has come to be an essential part of peoples’ everyday life, resulting in a movement from traditional marketing towards a more digitised marketing strategy. Since the effectiveness of traditional marketing is decreasing, marketers are using influencer marketing to create awareness of their brand. However, brands increased presence on social media platforms can easily lead to consumers being overloaded by marketing messages. In response to this overexposure, the effectiveness of using influencers is decreasing due to consumers ignoring the sponsored posts. Meaning, brands put more effort into their social media marketing than ever, yet their marketing attempts is getting less and less attention.    Purpose: The purpose of this study is to clarify whether overexposure of sponsored posts by Swedish influencers affect consumers’ attitudes, and if the general impression of the brand and the influencer will be perceived as negative.     Method: This research applied an abductive philosophy, with an interpretive, qualitative methodological approach. The empirical data was retrieved through semi-structured interviews with males and females from Generation Y as the target group. The participants were chosen through judgemental sampling within the region of Jönköping.   Conclusion: The empirical study showed that influencer marketing in general represents an efficient strategy for marketers to use since it easily opens up possibilities for companies to reach a broader audience. Three equally important relationships were identified in order for influencer marketing to work successfully. These relationships were; between a brand and a consumer, between a brand and an influencer, and between an influencer and a consumer. It was found that despite how strong these relationships are, if a consumer is exposed to too many marketing messages the strategy will be inefficient. It is therefore vital for marketers to find a balance when using influencer marketing to avoid overusing this strategy.

Much research has gone into noise-induced hearing loss (NIHL) and the effects of high intensity noise levels on the hearing mechanism of individuals. A study by the National Institutes of Health has established that high intensity sounds can cause hearing damage of either a temporary, or worse, a permanent nature; regardless of the age of the person. While sound levels below 75 decibels are considered comparatively harmless and have been found not to cause any kind of permanent hearing loss; sound levels greater than 85 decibels and regular exposure of approximately 8 hours per day, on an average, has been found to cause permanent loss of hearing (Bulla, 2003). The purpose of this research study was to assess excessive noise exposure of music-oriented nightclub employees, with music playing. Two employees were used as candidates for the purpose of this study, which was conducted on three days during a work week. Data on personal noise exposure was collected using personal noise dosimeters on a server and a promoter. For purposes of the study, a sound level meter was used to collect the noise levels in the working area, and prepare a sound map. The study was conducted in a nightclub in Tampa, Florida, with music playing. Data was collected on Wednesday, Friday, and Saturday. In total, the data was collected over six sampling nights. The data on noise levels was collected for both personal noise data levels and area noise levels during the period of study. In addition to the personal dosimeters, a sound level meter was also used for data collection. The results of this study indicate that noise levels were highest on nights with live entertainment. The days with performance of live entertainment were random and followed no particular order. The highest TWA noise exposure of 97.3 dB, for the server, occurred on Saturday, when a live entertainer performed in the establishment. The highest TWA noise exposure of 94.3 dB, for the promoter, occurred on Wednesday. Using the OSHA PEL and OSHA Hearing Conversation measurement methods, the server was exposed to excessive noise levels, greater than 85 dBA, on every night of the study (6 nights), while the promoter had three exposures that were greater than 90 dBA, using the OSHA PEL method, and exposures greater than 85 dBA on every night of the study, using the OSHA Hearing Conservation method. However, using the ACGIH measurement method, both the Server and the Promoter were exposed to excessive noise levels every night of the study (six nights).

<p>Transition metals, such as iron, manganese, and copper are essential in the development and function of biological systems. However, disrupted levels of transition metals are highly cytotoxic, and metal homeostasis is strictly maintained in cells under normal conditions. The neuropathology of several brain disorders, such as Alzheimer’s disease and Parkinson’s disease has been linked to altered metal levels. This work focused on the measurement of iron, manganese, and copper, with the aim of better elucidating their role in brain disease.</p> <p>Two experiments were carried out in C57Bl/6 mice looking at metal homeostasis: <em>1.</em> following manganese injections typically administered in manganese-enhanced MRI animal studies, and <em>2.</em> following copper deficiency in a cuprizone model of demyelination. Metal measurements were made in the brain and visceral organs using X-ray fluorescence to measure iron and copper concentrations, and neutron activation analysis to measure manganese concentrations.</p> <p>In the MEMRI study in this work, in addition to the expected manganese concentration increases in brain regions, a statistically significant decrease in iron concentration in the thalamus was found. This change in iron levels in the thalamus following manganese injections should serve as a caution that care should be taken when interpreting signal changes in brain regions.</p> <p>The cuprizone study in this thesis confirmed that copper levels are reduced following cuprizone administration. Surprisingly, manganese concentrations were significantly higher in several brain regions that have demyelination in this model, but not iron or copper. The mechanism of cuprizone toxicity was related to manganese neurotoxicity that may contribute to demyelination.</p> / Master of Science (MSc)