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1 Abstract Since the 1990s, two parallel international phenomena have occurred: the growth of digital communications and the growth of the non-profit sector. The latter growth has taken place globally, but is acutely visible in the Czech Republic. In the Czech Republic, the 1990s posed an interesting challenge for the growth of non-profit organisations after the fall of Communism. One communications practice which has been utilised in business, journalism and the media is transmedia storytelling, though its application has been lacking in the non- profit sector. Through the utilisation of SWOT analysis methodology, this master's thesis will see this practice extrapolated to the non-profit sector in an exploratory case study of Amnesty International groups at various levels in both the Czech Republic and the United Kingdom. From this, the work hopes to achieve a better understanding of how transmedia storytelling practices could aid an international non-profit organisation, such as Amnesty International, in the effectivity of its agenda setting and resource mobilisation - thus eliminating discrepancies between regions in campaigning and fundraising. Keywords: Agenda Setting, Amnesty International, Non-Profit Organisation, Resource Mobilisation, Transmedia Storytelling

Yes / Despite the surge of literature on customer engagement (CE) in social media, few studies shed light on how to leverage CE to improve firms’ operational efficiency. This research proposes a fresh framework using social media data to improve demand forecasting accuracy, resulting in a cost-efficient inventory control strategy. Drawing upon the resource mobilization perspective in particular, this research quantifies the construct of CE from the view of input–output efficiency evaluation using the Data Envelopment Analysis (DEA) model, and then leverages CE to forecast consumer online demand and reconfigure inventory management strategy. Using a 71-week data set from a social commerce start-up in China, this research shows that this new framework dramatically increases demand forecasting accuracy and reduces operational costs in inventory management. This study contributes to the literature by demonstrating the value of social media data in improving operational efficiency, particularly regarding inventory management. / National Natural Science Foundation of China (Project No. 71671152)

AbstractThis thesis critically examines the impact of print and social media in a social movement by using Bring Back Our Girls as a case study, which depicts the abduction of girls by warlords in Africa. Today, due to social inequality, activists do not possess the same budget as larger companies for advertising and mass communications. Social movement campaigners depend on media coverage to gain public attention so that their voice can be heard. This study explores the role of print and social media in a social movement - the case of Bring Back Our Girls in Nigeria. A digital signage prototype was designed and developed to solve the issue of digital divide experienced by the Bring Back Our Girls advocacy group during the campaign. However, the digital signage turns the four stages of conventional social movements, which are Emergence, Coalescence, Bureaucratisation, and Decline. For example, if the movement is on bureaucratisation and a new channel is added, people will go back to emergence stage. This prototype, when fully developed, could be used to create awareness and to reach people in rural areas. This study used two research paths, primary and secondary. Primary research is conducted using two main methods: interviews (focus group interview) and a questionnaire. The focus group consisted of fifteen people, fourteen males and one female, although many female activists were invited, only one attended the meeting because of the socio-economic factor in Nigeria and the focus questions were open-ended. In addition, a questionnaire was designed for the evaluation of the prototype. The focus group interview focused on the examination of the role played by the print and social media platforms during the BBOG campaign and the questionnaire focused on the digital signage. The study also examined how a prototype of digital signage is designed by using the Microsoft PowerPoint Application. Secondary research was conducted using literature, online material, articles, e-books, etc., to gain an in-depth understanding of the role of print media, social media, social movement, design science, prototype design, resource mobilisation theory (RMT), social mobilisation, and digital divide. Specific research methods were identified based on the theoretical perspective chosen by the author. Both quantitative and qualitative data gathered in this study suggest that print and social media have some positive impacts on social movement and some of the participants claimed that they had been informed of Boko Haram’s rampage and the abduction of the Chibok girls through print media, such as newspapers, magazines, roadside posters, and billboards.Moreover, some participants claimed that they became aware of the BBOG campaign through social media like Facebook, Twitter, etc. The focus group interviews led to identification of six key themes. These were, information and intelligence gathering, social and print media education, information sharing, religious or tribal sentiment, communication, and networking and advocacy. Also, there are a number of sub-themes, which are discussed at length within the analysis of the report. The general findings are that the BBOG campaign movement was first noticed on electronic media, but became viral and sporadic in print and social media. Despite the cultural and religious differences in Nigeria, the campaigners came together to solicit for the rescue of the Chibok Girls.

PhD. (Department of Business Administration, Faculty of Management Sciences), Vaal University of Technology. / The study aimed to analyse the relationship between internal management systems, innovativeness, and the sustainability of Small and Medium Enterprises (SMEs) within the South African manufacturing sector. Most of the studies in this regard were mainly focusing on large and well-established companies, and the focus would be found to be aligned to only one variable. Studies with reference to SMEs where a linkage amongst the variables is clearly established are limited, thereby providing an impetus to conduct this study. As a result of the changes taking place daily in technology and business operational policies, SMEs typically have to revisit their internal management systems, level of innovativeness, and sustainable measures. Such methods are intended to promote their existence, survival, and growth into the unforeseeable future. A quantitative method based on a positivistic research paradigm was adopted in undertaking the study. The sample consisted of 500 respondents, who were owners, managers, and employees of SMEs in Gauteng Province. The collected data were tested using descriptive and inferential statistics, including Exploratory Factor Analysis, Pearson Correlations and Regression Analysis. Application of factor analysis led to the extraction of two additional SME sustainability factors, namely Employee Training Outcomes and Corporate Compliance to Policy. Of the three internal management systems, only two factors, namely infrastructure development and employee training outcomes, exerted a significant positive influence on innovation. In turn, innovation exerted a significant positive influence on two SME sustainability factors, namely the nature of the product and social sustainability. The study has several implications. Theoretically, the study provides information on how internal management systems relate to innovation. As indicated in the results, only infrastructure development and employee training outcomes exert an influence on innovation and should thus be prioritised when attempting to improve the extent of innovation within SMEs. Likewise, innovation in SMEs results in benefits in terms of the nature of the product and social sustainability only. Practically, the study recommends that there is a need by the South African government through the Small and Medium Enterprise Development Department to review their approach on SMEs so that they can obtain adequate resources to enhance their business success. Additionally, there is a need for both governmental and non-governmental organisations to develop initiatives where SMEs go through the incubation process. During this process, training and business advisory services will be offered for free to equip owner-managers with the relevant business skills. Areas of further research, as well as limitations, were also discussed.

This thesis lays focus on the Young Socialist Movement (ungsocialisterna) and their mobilisation in Stockholm between 1903 and 1910. In line with social movement research the theoretical concepts of mobilisation structure and resource mobilisation are used to examine the Young Socialists local clubs mobilisation and its prerequisites. The results show that the mobilisation structure of the Young Socialists in Stockholm was characterised by a fragmented organisational framework, wherein local clubs operated independently. This underscored the importance of the groups social network in their mobilising efforts and collaboration between the clubs. The ideological stance was ambiguous, and various radical ideas influenced the mobilisation structure of the group. Due to a lack of tangible resources, human and intangible resources played an essential role in the Young Socialists mobilisation efforts. Over time the decentralised organisational structures and diverse ideological affiliations came to hinder the Young Socialists effectiveness in mobilising towards their goal: the socialist revolution. This study sheds light on the practices and mobilising process of an often overlooked group that was highly influential in shaping the early labour movement in Sweden. It also underscores the importance of a unified mobilisation structure for social movements.

Ce mémoire porte sur le mouvement de l’Association des Paysans de Vallue (APV), qui a vu le jour après la chute de la dictature des Duvalier en Haïti en 1986. La recherche vise à cerner les stratégies mises en œuvre par l’APV dans le développement local, la portée et les impacts de ses initiatives locales sur les conditions de vie des paysans et sur leur relation avec le territoire de Vallue. Elle vise également à identifier les modes de participation des paysans dans la dynamique de développement local qui est implantée par l’APV à Vallue. Après avoir présenté une brève revue de littérature sur le développement local en Haïti, nous évoquons les problèmes confrontés par les paysans et les stratégies qu’ils ont développées en vue de trouver des moyens de survie. Pour comprendre et étudier l’expérience de l’APV à Vallue, nous nous sommes inspirés des perspectives théoriques portant sur le développement local et sur les stratégies d’intervention. La recherche est de type qualitatif ; elle est articulée autour de dix-sept (17) entretiens réalisés avec les vingt-et-un (21) participants recrutés à Vallue. Les résultats de la recherche indiquent que l’APV a su orchestrer des stratégies variées pour réaliser un développement qui est ancré localement et qui répond aux besoins des paysans. En misant sur l’éducation, la sensibilisation, la négociation, la concertation, le partenariat et en mobilisant des ressources locales et externes, l’APV a su réaliser des interventions qui provoquent tout un changement de mentalité et une conscience collective chez les paysans qui développent de nouvelles manières de faire dans l’éducation de leurs enfants et dans la protection de l’environnement de la zone. La route construite par l’association rend Vallue accessible et ouverte, ce qui facilite le développement et permet l’organisation d’une activité comme la foire de la montagne qui met en valeur les produits locaux et la culture locale. L’APV a su apporter des éléments de solution aux problèmes confrontés par les paysans et ses interventions ont des impacts sur leurs conditions de vie et sur leur relation avec le territoire de Vallue. Ils s’identifient mieux au territoire et développent toute une fierté par rapport à leur espace. En outre, la participation des paysans tant dans les élections, la prise de décision et les projets, constitue un élément important. Toutefois, cette participation comporte certaines limites liées au niveau d’éducation des membres de certains groupes. Enfin, il importe de souligner qu’à travers le dernier chapitre de la recherche nous dégageons les points de convergence et de divergence entre la partie théorique et la partie empirique. / This study focuses on the movement of Peasants Association from Vallue (PAV) which started in 1986, after the end of Duvalier’s dictatorship in Haiti. The research aims to understand the strategies used by this association in the process of local development, and the effects of these strategies and initiatives on the living conditions of peasants and their relationship with their territory. Also, its purpose is to identify different modes of participation in the local community. After a brief review of the literature on the local development in Haiti, we present the problems faced by the peasants and the ways to survive. In order to understand and study the peasants’ experiences, we adopt a theoretical perspective based on the literature about local development and intervention strategies. The data of this qualitative research comes from 17 interviews with 21 subjects living in Vallue. The results show that the PAV has built a variety of strategies to allow a development which is locally grounded and related with the peasants’ needs. By structuring their interventions on education, awareness, negotiation, concentration, partnership and mobilisation resources from inside and outside the community, the PAV has successfully brought up changes in mentality and collective consciousness. These results can be seen in new ways of educating children and protecting the ecosystem. For instance, a new road construction has facilitated new ways of communication and new activities, which highlights local culture and products. The PAV’s actions built a new sense of the territory and a feeling of pride and dignity about their local community. Also, peasants’ participation in the elections and the mobilisation in the process of local decision constitutes another impact of the PAV interventions. However, this participation shows some limits, particularly in the level of education of certain participants. Finally, the last chapter presents the link between the theoretical and the empirical part of this study.

Ce mémoire porte sur le mouvement de l’Association des Paysans de Vallue (APV), qui a vu le jour après la chute de la dictature des Duvalier en Haïti en 1986. La recherche vise à cerner les stratégies mises en œuvre par l’APV dans le développement local, la portée et les impacts de ses initiatives locales sur les conditions de vie des paysans et sur leur relation avec le territoire de Vallue. Elle vise également à identifier les modes de participation des paysans dans la dynamique de développement local qui est implantée par l’APV à Vallue. Après avoir présenté une brève revue de littérature sur le développement local en Haïti, nous évoquons les problèmes confrontés par les paysans et les stratégies qu’ils ont développées en vue de trouver des moyens de survie. Pour comprendre et étudier l’expérience de l’APV à Vallue, nous nous sommes inspirés des perspectives théoriques portant sur le développement local et sur les stratégies d’intervention. La recherche est de type qualitatif ; elle est articulée autour de dix-sept (17) entretiens réalisés avec les vingt-et-un (21) participants recrutés à Vallue. Les résultats de la recherche indiquent que l’APV a su orchestrer des stratégies variées pour réaliser un développement qui est ancré localement et qui répond aux besoins des paysans. En misant sur l’éducation, la sensibilisation, la négociation, la concertation, le partenariat et en mobilisant des ressources locales et externes, l’APV a su réaliser des interventions qui provoquent tout un changement de mentalité et une conscience collective chez les paysans qui développent de nouvelles manières de faire dans l’éducation de leurs enfants et dans la protection de l’environnement de la zone. La route construite par l’association rend Vallue accessible et ouverte, ce qui facilite le développement et permet l’organisation d’une activité comme la foire de la montagne qui met en valeur les produits locaux et la culture locale. L’APV a su apporter des éléments de solution aux problèmes confrontés par les paysans et ses interventions ont des impacts sur leurs conditions de vie et sur leur relation avec le territoire de Vallue. Ils s’identifient mieux au territoire et développent toute une fierté par rapport à leur espace. En outre, la participation des paysans tant dans les élections, la prise de décision et les projets, constitue un élément important. Toutefois, cette participation comporte certaines limites liées au niveau d’éducation des membres de certains groupes. Enfin, il importe de souligner qu’à travers le dernier chapitre de la recherche nous dégageons les points de convergence et de divergence entre la partie théorique et la partie empirique. / This study focuses on the movement of Peasants Association from Vallue (PAV) which started in 1986, after the end of Duvalier’s dictatorship in Haiti. The research aims to understand the strategies used by this association in the process of local development, and the effects of these strategies and initiatives on the living conditions of peasants and their relationship with their territory. Also, its purpose is to identify different modes of participation in the local community. After a brief review of the literature on the local development in Haiti, we present the problems faced by the peasants and the ways to survive. In order to understand and study the peasants’ experiences, we adopt a theoretical perspective based on the literature about local development and intervention strategies. The data of this qualitative research comes from 17 interviews with 21 subjects living in Vallue. The results show that the PAV has built a variety of strategies to allow a development which is locally grounded and related with the peasants’ needs. By structuring their interventions on education, awareness, negotiation, concentration, partnership and mobilisation resources from inside and outside the community, the PAV has successfully brought up changes in mentality and collective consciousness. These results can be seen in new ways of educating children and protecting the ecosystem. For instance, a new road construction has facilitated new ways of communication and new activities, which highlights local culture and products. The PAV’s actions built a new sense of the territory and a feeling of pride and dignity about their local community. Also, peasants’ participation in the elections and the mobilisation in the process of local decision constitutes another impact of the PAV interventions. However, this participation shows some limits, particularly in the level of education of certain participants. Finally, the last chapter presents the link between the theoretical and the empirical part of this study.

Denna studie är en fallstudie av Equmeniakyrkans kampanj Klimatfastan, där de under 40 dagar uppmanade medarbetare och medlemmar att se över sitt klimatavtryck och göra beteendeförändringar utifrån detta. Tidigare forskning visar att religiösa miljöaktioner skiljer sig från sekulära miljöaktioner gällande metoder, fokus och budskap. Studien ämnaratt undersöka hur Klimatfastan genomfördes, vilka effekter kampanjen hade påmedlemmars miljömedvetna beteende samt vilka svårigheter och framgångsfaktorer som kunde identifieras. För attkunna dra slutsatser utifrån ett bredare perspektiv, undersöktes den nationella organisationen och en lokal församling i Equmeniakyrkan. Materialet som användes för att besvara studiens frågeställningar bestod av tre intervjuer med Equmeniakyrkans personal, en enkät riktad till en lokal församling och ett internt dokument. Resultatet visar att Equmeniakyrkansanvändning av resurser förstärktes genom användning av vad Bomberg och Hague (2018) definierar som andliga resursergenom hela processen. Detta identifierades som en framgångsfaktor för kampanjen. En skillnad mellan den nationella organisationen och den lokala församlingen var möjligheten att förutse och hantera hinder för medlemmarnas deltagande i kampanjen. / This is acase study that examines the UnitingChurch in Sweden ́s (UCS) campaign “Klimatfastan” (Climate Fasting), during which members were encouraged to examine their carbon footprints and make lifestyle changes accordingly for40 days. Previous research shows that religious environmental groups differ from secular groups when it comes to methods, focus areas and messages. The aim of this study was to examine how the Climate Fastingwas implemented, which effects the campaign had on members’ pro-environmental behaviour,and which strengths and weaknesses the campaign had. To be able to draw conclusions based on a wider perspective, the campaign was examined through the lens of the national organisation and a local congregation. The material used to answer the study’s research questions consisted of three interviews with staff at UCS, a survey answered bymembers of a local congregation,and an internal document. The results show that UCS ́s use of resources was enhanced by the use of what Bomberg and Hague (2018) define asspiritual resourcesthroughout the campaign. This was identified as a strength. A difference between the national organisation and the local congregation was the ability to identify and counteract barriers for members’ participation in the campaign.