<p>The purpose of this essay has been to describe and compare the personal qualities that the Swedish newspaper Dagens Nyheter (DN) tried to associate Barack Obama and John McCain with during the American presidential election campaign 2008. The main question to be answered is: What social and physical characters as well as what personal experiences, interest and resources did DN tried to emphasize regarding John McCain and Barack Obama during the American presidential election campaign 2008. The theoretical starting-point has been John B Thompson’s theory of the mediated publicity and John Corner´s theory of political persona and spheres of action. Various DN news texts, in all 38 articles, have been examined by content analysis from 25th of august to the 4th of November. The main results show that the most frequent mentioned qualities about Barack Obamas was his skin colour, ethnicity and speech talents. The most frequent mentioned qualities about John McCain was his age and his military experiences from the Vietnam War. The conclusion that can be drawn from this study is that the qualities described in DN created a picture of two different politicians. Many of the qualities that was mentioned have no connection to politics and even if they was just mentioned one time can they play a significant role in trying to build confidence. Many of the qualities that was mentioned are qualities that necessary not have to be seen as positive.</p>

The purpose of this essay has been to describe and compare the personal qualities that the Swedish newspaper Dagens Nyheter (DN) tried to associate Barack Obama and John McCain with during the American presidential election campaign 2008. The main question to be answered is: What social and physical characters as well as what personal experiences, interest and resources did DN tried to emphasize regarding John McCain and Barack Obama during the American presidential election campaign 2008. The theoretical starting-point has been John B Thompson’s theory of the mediated publicity and John Corner´s theory of political persona and spheres of action. Various DN news texts, in all 38 articles, have been examined by content analysis from 25th of august to the 4th of November. The main results show that the most frequent mentioned qualities about Barack Obamas was his skin colour, ethnicity and speech talents. The most frequent mentioned qualities about John McCain was his age and his military experiences from the Vietnam War. The conclusion that can be drawn from this study is that the qualities described in DN created a picture of two different politicians. Many of the qualities that was mentioned have no connection to politics and even if they was just mentioned one time can they play a significant role in trying to build confidence. Many of the qualities that was mentioned are qualities that necessary not have to be seen as positive.

Problem: Although AI tools have come to facilitate and influence digital marketing in several ways, there is a continuing need for research on how AI can alleviate marketing problems and how the use of AI tools for marketing purposes can be facilitated for digital marketing agencies.  Purpose: The purpose of the study is to demonstrate how and why machine learning can both benefit and harm digital marketing agencies, as well as what factors digital marketing agencies need to take into account if they intend to use machine learning in digital marketing. Method: The study is based on a qualitative research strategy, with an inductive approach where six semi-structured interviews were conducted. Semi-structured interviews have been conducted to create flexibility in the individual being interviewed, and thus new insights and thoughts can arise. Thematic analysis has been used as an analysis method for the study, where the focus was aimed on identifying patterns and themes. Conclusion: Machine learning can benefit digital marketing agencies in digital marketing by streamlining work procedures by processing data and information, freeing up time for employees and also gaining the opportunity to achieve competitive advantage. Machine learning can harm digital marketing agencies in digital marketing by excluding human participants in the work system, reducing trust in the organization and creating discomfort with active personalization if used unethically. Factors that should be taken into account by digital marketing agencies if they intend to use machine learning in digital marketing are, that digital marketing agencies can not replace human interaction, human integrity is important insofar as digital marketing agencies follow laws and regulations, the size of the business determines which priorities is made between using previous knowledge and new technology, organizations need to be transparent and AI must be used throughout the organization in order for the organization to benefit in the long term / Problem: Trots att AI-verktyg har kommit att underlätta samt påverka den digitala marknadsföringen på flertalet olika sätt, så finns det ett fortsatt behov för forskning kring hur AI kan underlätta marknadsföringsproblem samt hur användningen av AI-verktyg i marknadsföringssyfte kan underlättas för digitala marknadsföringsbyråer.  Syfte: Studiens syfte är att påvisa hur och varför maskininlärning både hjälper och stjälper digitala marknadsföringsbyråer, samt vilka faktorer som digitala marknadsföringsbyråer behöver ta i beaktning om de avser att använda maskininlärning inom digital marknadsföring.  Metod: Studien utgår från en kvalitativ forskningsstrategi, med ett induktivt tillvägagångssätt där sex genomförda semistrukturerade intervjuer utförts. Semistrukturerade intervjuer har genomförts för att skapa flexibilitet hos individen som blir intervjuad, och således kan nya insikter och tankar uppstå. Tematisk analys har använts som analysmetod för studien, där fokus legat på att identifiera mönster och teman. Slutsats: Maskininlärning hjälper digitala marknadsföringsbyråer inom digital marknadsföring med att effektivisera arbetsprocesser genom att bearbeta data och information, frigöra tid för anställda samt möjligheten att erhålla konkurrensfördelar. Maskininlärning stjälper digitala marknadsföringsbyråer inom digital marknadsföring genom att exkludera mänskliga deltagare inom arbetssystemet, minska förtroende för organisationen samt skapa obehag vid aktiv personalisering om det används oetiskt. Faktorer som bör tas i beaktning av digitala marknadsföringsbyråer om de avser att använda maskininlärning inom digital marknadsföring är att digitala marknadsföringsbyråer inte kan ersätta mänsklig interaktion, mänsklig integritet är viktigt i det mån att digitala marknadsföringsbyråer efterföljer lagar och regler, storleken av verksamheten avgör vilka prioriteringar som görs mellan att nyttja tidigare kunskap och ny teknologi, organisationer behöver vara transparenta och AI måste nyttjas genomgående i organisationen för att organisationen ska gynnas på lång sikt.

The computer game industry has during the past years performed a paradigm shift from physical to digital online retailing based on game portals. Due to the many possibilities Big Data in combination with personalized marketing provides, especially in the form on in-game shops in the software, it is interesting for the computer game companies to investigate how this marketing approach can be performed most beneficially. Since the computer game industry has not been thoroughly investigated in relation to personalized marketing and customer integrity, it has in this study been performed as a predictive research, based on how personalized marketing is used in other industries. This benchmark has been combined with a literature study as well as a case study on a Swedish computer game company, Paradox Interactive in the form of personal interviews, a customer survey as well as gathering of internal data. The analysis of the chosen industries, the grocery store industry, the travel and hospitality industry as well the online gambling industry, demonstrates the importance of offering the customers relevant marketing offers that benefits the customers as well as the company. This approach has been shown to imply a positive spiral of increased customer loyalty and raised revenue for the company. The performed customer surveys emphasizes high loyalty, satisfied customers, positive attitude for a loyalty program as well as for an in-game shop as well as a majority of positively minded customers for personalized marketing. The negatively minded was shown to be affected by data security, the feeling of being monitored as well as the fear for data spread. The investigation further shows a high level of technology knowledge among the computer game customers. This increases the importance of offering high data security as well as describes the used approaches for the customers. Based on these results recommendations related to the implementation of personalized marketing was developed for computer game companies. These emphasizes the importance of using secure techniques related to the data security and the explicit information related to this, which is argued to lead to increased trust amongst the customers and an increased willingness to share personal data. Further the data and information related to the customers should be gathered from different sources and be analyzed together in order to increase the deep of the knowledge about the customers, which enables more accurate and relevant offers. This relevance should be high, but well balanced in relation to the negative aspects related to customers’ possible feeling of being monitored.   For increased knowledge about the customers as well improved customer loyalty the computer game companies should implement loyalty programs, which should be well aligned with the image of the company. This study contributes to the theoretical field related to personalized marketing by investigating how current models and theories aligns with, or should be modified in order to match, the computer game industry. Besides from this it contributes with theories related to data security within the field of personalized marketing, focused on personal integrity and privacy. Theories related to the importance of trust from the customers and the relation between trust and loyalty has been verified for the computer game industry. The importance of identifying a well-balanced level of the personalization has been verified, which in turn falsifies the theories emphasizing that maximized personalization is to strive for. Theories related to key aspects to take into consideration related to data security and handling of personal data has been verified for the computer game industry related to the handling of Big Data. / Dataspelsindustrin har under åren gjort en resa från fysisk försäljning i butik till digital försäljning via spelportaler på internet. I och med de många möjligheter Big Data i kombination med personlig marknadsföring möjliggör, speciellt i formatet av en inbyggd försäljningskanal inuti mjukvaran, är det av stort intresse för företag i spelbranschen att undersöka hur personlig marknadsföring mest fördelaktigt utförs.  I och med att dataspelinsdustrin ej blivit undersökt med avseende på personlig marknadsföring och kunders integritet tidigare, har detta utförts i form av en förutsägande undersökning baserat på användning av personlig marknadsföring i andra industrier. Denna utvärderande analys har kombinerats med en litteraturstudie samt en fallstudie på det svenska dataspelsföretaget Paradox Interactive i form av intervjuer, en kundenkät samt insamling av intern data. Analysen av de valda industrierna, matvaruhandeln, rese- och hotellindustrin och onlinespelindustrin, påvisar vikten av att erbjuda kunderna relevanta erbjudanden som i längden gynnar såväl kunden som företaget. Detta har påvisats leda till en god spiral av ökad kundlojalitet och ekonomisk vinst för företaget. Utförda kundundersökningar påvisar hög lojalitet, nöjda kunder, positiv attityd till sålväl en inbyggd butik i mjukvaran som ett lojalitetsprogram samt en övervägande andel positiva attityder för personlig marknadsföring. De negativt inställda påverkas av såväl datasäkerheten, känslan av att vara övervakad samt rädslan för att data sprids till tredje part. Undersökningen visar även på en hög kunskapsnivå inom data hos kunderna, vilket höjer vikten av att erbjuda hög säkerhet och även av att förmedla detta till dem. Baserat på dessa resultat har rekommendation gällande implementationen av personlig marknadsföring tagit fram för dataspelsföretag. Dessa framhäver vikten av att ha hög datasäkerhet och förmedla detta till kunderna, vilket i sin tur gör kunderna mer trygga och villiga att dela personlig information. Vidare bör data och information om kunderna skall samlas in från olika kanaler och analyseras tillsammans i syfte att öka kunskapem om kunder, vilket ger möjligheten att erbjuda kunderna mer träffsäkra och relevanta erbjudanden. Denna relevans skall vara hög, men väl avvägd mot den negativa effekten som uppstår om kunden känner sig övervakad.   För utökad kunskap om kunderna och samtidigt generera höjd kundlojalitet skall företag i industrin implementera lojalitetsprogram, vilka skall vara enhetlig med företagets framtoning. Detta arbete bidrar till teorier inom personlig markandsföring genom att undersöka hur rådande teorier och modeller passar eller skall ändras för att matcha dataspelindustrin. Utöver detta bidrar arbetet till teorier gällande datasäkerhet inom området personlig markandsföring, med fokus på integritet och privatliv. Teorier gällande vikten av fötroende från kunderna och sambandet mellan förtroende och lojalitet har påvisats stämma för dataspelindustrin. Vikten av att hitta ett mellanläge för markandsförings relevans har påvisats stämma, vilket i sin tur dementerar teorier som påvisar att maximal relevans är eftertraktat. Teorier gällande huvudaspekter att ta hänsyn till gällande datasäkerhet och behandling av personlig data har påvisats stämma för datapselindustrin relaterat till behandlingen av Big Data.