This thesis focuses on the issue of personalization of concrete project. The main goal of the thesis is to broaden this real project, which is dealing with offering study materials to students, with elements of personalization in order to become more useful for its visitors - thanks to displaying of relevant information to each visitor separately. Thesis gives detailed description of the whole implementation process, which was necessary for achievement of this particular state.

Actualmente, diversos frameworks facilitan la comunicación y contenido de calidad al consumidor. Con el crecimiento del e-commerce, se busca elegir un framework que ayude a generar contenido publicitario relevante que cautive al consumidor y cumplir objetivos de comunicación. La investigación tiene como objetivo explicar de qué manera repercute el framework digital “see-think-do-care” en la recordación de marca de Lumingo dentro de su comunicación digital. Un estudio cualitativo compuesto por hombres entre 18 a 25 años de la zona 7 de Lima Metropolitana identificó la recordación de Lumingo en la categoría e-commerce. Los hallazgos obtenidos dentro de la población en base al caso específico planteado indicaron la no recordación de marca según la publicidad y contenido digital observado en base a sus intenciones de compra, por lo que tampoco una claridad definitiva sobre la fase que aporte a la recordación de Lumingo, repercutiendo en percepciones negativas hacia la marca al hallar este contenido poco relevante o único, incluso invasivo. La población busca contenido informativo y divertido que logre empatía y cautivarlos, lo que ha generado mayor afinidad con otras marcas de e-commerce. / Currently, several frameworks facilitate quality communication and content towards the consumer. With the exponential growth of e-commerce, it is sought to be able to captivate the consumer effectively and to choose an ideal framework that helps to generate relevant advertising content and fulfill communication objectives. This research aims to explain how the “see-think-do-care” digital framework impacts on Lumingo's brand awareness within its digital communication. A qualitative study made up of men between 18- and 25-years old from zone 7 of Metropolitan Lima identified Lumingo’s brand recall within the e-commerce category. The findings obtained within the chosen population, based on the specific case, indicated the lack of brand awareness according to the digital advertising observed based on their purchase intentions, so there is also no clarity on the phase that contributes to Lumingo’s awareness, strengthening negative perceptions towards the brand after interpreting this content as irrelevant nor unique, in certain occasions invasive, generating greater affinity with other brands within the category. / Tesis

This study aims to examine how the generation of young adults who grew up in a digital society relate to algorithms that control them on Spotify, how they experience the personification on the platform and how the algorithms affect their flows. The purpose is also to investigate how young people experience and relate to the effects of Spotify's algorithms.  The survey is based on six in-depth qualitative interviews conducted with young adults aged 20-30, that have been transcribed, discussed and analyzed using a thematic narrative analysis. The purpose of the study has been formulated according to the interview guide and the thematic narrative analysis. Results and analysis have been merged and there the respondents' intersubjective opinions and values are connected with the theoretical framework.  The results show that users believe that algorithms mainly have had a positive impact on their music consumption. The majority of the respondents described that they prefer the custom-made playlists on Spotify (created by algorithms), and that they like to be presented with personalized content. However, few respondents stated that they notice or are aware that the algorithms control them, which means they are being guided towards certain music preferences without being aware of it. This will further be analyzed with the help of previous research and the theoretical framework. / Denna studie ämnar undersöka hur den generation unga vuxna som vuxit upp i ett digitaliserat samhälle förhåller sig till de algoritmer som styr dem på Spotify, hur de upplever personifieringen på plattformen och hur algoritmerna påverkar deras flöden. Syftet är att undersöka och belysa hur unga vuxna upplever och förhåller sig till effekterna av Spotifys algoritmer i kontext till deras musikkonsumtion.  Undersökningen baseras på sex stycken utförda kvalitativa djupintervjuer med unga vuxna i åldrarna 20-30 år som studerar vid Uppsala Universitet. Djupintervjuerna har transkriberats, kodats och därefter analyserats med hjälp av tematisk narrativ analys. Kapitlet för resultat och analys är hopslagna och där sammankopplas respondenternas narrativ beståendes av deras upplevelser och värderingar ihop med det teoretiska ramverket. Uppsatsen avslutas med ett avsnitt innehållandes slutdiskussion där även tidigare forskning vävs in.  Resultatet visar att användare anser att algoritmer i huvudsak haft en positiv påverkan på deras musikkonsumtion. Majoriteten av respondenterna i denna studie beskriver att de föredrar Spotifys färdiggjorda spellistor (som skapats av algoritmer), och att de gärna tar del av ett personifierat innehåll. Problematiken är dock att få av respondenter utger sig för att vara fullt medvetna om algoritmerna och hur de styr dem, vilket innebär en risk att de lotsas mot vissa musikpreferenser utan att vara medvetna om det. Detta analyseras därför vidare med hjälp av tidigare forskning samt studiens teoretiska ramverk och nyckelbegrepp.