Authors: Mikaela Andersson & Louise Petersson Suporvisor: Dan Halvarsson Examiner: Åsa Devine Title: Lost in translation - A qualitative study regarding the translation process of social media activities Keywords: Social media, Translation process, KPIs, Qualitative metrics, Quantitative metrics, Data collection, Data analysis Background: Social media as marketing tools have created many opportunities for marketers and companies that want to increase the social media use. However, the vast amount of data has generated many question marks, so there is a great need to understand how the translation process of social media activities is proceeding to have the ability to understand the effectiveness of the activities. Purpose: The purpose is to describe the translation process regarding the evaluation of social media activities. Research Question: How is the translation process described concerning social media activities? Methodology: The research is founded upon a qualitative approach with a descriptive purpose. It includes multiple-case studies and the data was collected through six semi-structured interviews. The result was derived by descriptions, categorizations and combination of the data. Conclusion: Despite having a fairly stable process including KPIs, metrics, data collection and analysis, there is no general way of translating social media indicators. Every translation process is dependent upon whom the client is, and what the objectives are, so it is difficult to describe the process in detail. However, the above-mentioned process can be viewed as an overall approach.

Purpose –Comparing the accessibility of e-commerce for General Merchandise, between major retailers and novelties, in the conformance of web accessibility guidelines, and the implementation of rich internet applications specifications. So that to figure out whether the differences exist between them, if so, what are the differences, and analyzing upcoming e-commerce and established e-commerce.  Method – The descriptive and quantitative case studies were used to evaluated 45 websites respectively from major retailers and novelties in General Merchandise of e-commerce, where sample websites were selected from Alexa’s rank lists. Then the WAVE tool, Accessibility Quantitative Metric (WAQM), and Fona assessment were applied for analyzing cases for representing the accessibilities and answering the research questions of purpose.  Findings – ARIA specifications as a kind of technological solution really had positive functions on web accessibility when only focusing on accessibility guidelines, because the novelty websites with less ARIA attributes resulting in lower accessibility levels generally, even though there were also many other elements that can affect accessibility.  Implications – In the main branch of General Merchandise, the degree of web accessibility in major retailer websites was better than that in novelties, which means as far as e-commerce is concerned, the accessibility of mature websites that had been established for a long time was contemporarily stronger than that of new websites with creative products.  Limitations – From the perspective of the sample, there were limitations in sample sources, size, websites languages, while in the technical aspect, the evaluation of dynamic contents just aims at keyboard navigation, and the tool of Fona assessment also had restrictions.