Utvecklingen av sociala medieplattformar bidrar till att företag behöver bli allt mera medvetna om sina marknadsföringsstrategier i dessa kanaler. Detta för att ta vara på sina resurser för att uppnå sina marknadsföringsmål. För företag utgör hanteringen av flera sociala medieplattformar en betydande utmaning. Det inkluderar anpassning av innehåll och strategier för olika plattformar. Det behövs kunskap om hur företag ska utföra detta i praktiken samt hur de ska navigera sina marknadsföringsaktiviteter på de olika plattformarna. Tidigare studier inom området fokuserar på värdet av sociala medier i marknadsföringsarbete ur ett konsumentperspektiv. Studiens syfte är att förklara hur modeföretag arbetar med marknadsföringsaktiviteter för att navigera mellan sociala medieplattformar. Målet är att bidra med förståelse för hur marknadsföringsaktiviteter kan kombineras i olika kanaler. Studien utgår ifrån det teoretiska perspektivet Social Media Marketing Strategy, som beskriver processen att utveckla marknadsföringsstrategier på sociala medier. Datainsamlingen har skett genom observationer på sju modeföretag och intervjuer på sex av dessa, som använder sociala medier i marknadsföringen. Detta för att få en förståelse av deras marknadsföringsaktiviteter samt varför de använder sig av dessa aktiviteter. Materialet har analyserats genom en tematisk analys, som sedan kodats med hjälp av modellen “nivåer av strategisk mognad” inom SMMS, samt applicerats på de fyra sammanhängande delarna inom processen att utveckla marknadsföringsstrategier, som är: drivkrafter, engagemang, genomströmningar och utgångar. Resultatet visar att marknadsföringsaktiviteter som modeföretag tillämpar på sociala medier och hur de främjar varumärket, dessa aktiviteter tillhör fem teman som är: produkttillgänglighet, produktframställning, interaktion, samarbetspartners och inkludering. Resultatet visar även att modeföretags resurser är en avgörande faktor för att lyckas med navigeringen mellan olika plattformar och att det är av stor betydelse hur företagen utnyttjar de olika funktionerna och användarbaser som plattformarna erbjuder. Denna studies största begränsning är att vi endast har studerat två sociala medieplattformar, medan det finns många fler att anpassa sitt innehåll efter. Denna begränsning kan leda till en ofullständig förståelse av de strategier som krävs för en framgångsrik närvaro på flera sociala medieplattformar. Förslag till fortsatta studier är att undersöka andra faktorer, såsom konkurrens och marknadsföringsbudget, hur det påverkar företagens strategiska anpassning till sociala medier. / The development of social media platforms means that businesses need to be increasingly aware of their marketing strategies on these channels. This is to make the most of their resources to achieve their marketing objectives. For businesses, managing multiple social media platforms poses a significant challenge. This includes adapting content and strategies for different platforms. Knowledge is needed on how companies should carry this out in practice, as well as how to navigate their marketing activities on the different platforms. Previous studies in the field focus on the value of social media in marketing efforts from a consumer perspective. The purpose of the study is to explain how fashion companies work with marketing activities to navigate between social media platforms. The aim is to contribute with an understanding of how marketing activities can be combined in different channels. The study is based on the theoretical perspective of Social Media Marketing Strategy, which describes the process of developing marketing strategies on social media. Data was collected through observations at seven fashion companies and interviews at six of these, which use social media in marketing. This was done to gain an understanding of their marketing activities and why they use these activities. The material has been analyzed through a thematic analysis, which was then coded using the SMMS “levels of strategic maturity” model, and applied to the four interrelated elements within the process of developing marketing strategies, which are: drivers, engagement, throughputs and outputs. The results show that marketing activities applied by fashion companies on social media and how they promote the brand. These activities belong to five themes which are: product availability, product creation, interaction, partners and inclusion. The results also show that fashion companies' resources are a crucial factor in successfully navigating between different platforms and that it is of great importance how companies utilize the different features and user bases that the platforms offer. The main limitation of this study is that we have only studied two social media platforms, while there are many more to adapt their content to. This limitation may lead to an incomplete understanding of the strategies required for a successful presence on multiple social media platforms. Suggestions for further studies are to investigate other factors, such as competition and marketing budget, and how it affects companies' strategic alignment with social media.

Background: Skilled birth attendance, usually available by promoting childbirth at health care institutions in low-resource settings, is known to prevent maternal and neonatal morbidity and mortality. While institutional childbirths in India have increased at an exponential rate, the infrastructure, material and manpower resources to support this practice are lagging, raising concerns about the quality of childbirth services. Methodology: A mixed-method approach was used in this project: in-depth interviews with women (n= 13); and focus-group-discussions with the care providers (n=27) were conducted and analysed using Grounded Theory. A cross-sectional survey (n= 1004) assessed prevalence of Fear of Birth (FoB) and postnatal depressive symptoms (PND), along with satisfaction with childbirth services among women in the immediate postpartum period. Results: The system of cashless childbirth provided at the public health facilities, in the women’s experiences, came at the hidden cost of them having to make themselves subordinate to the offered services. The prevalence of FoB and PND was 13.1% and 17.1%, respectively, and these were significantly associated (p < 0.001). Among women with vaginal births (VB), 41.2% had experienced a perineal wound and 59% of them underwent repair without local anaesthesia. While the majority of the women were satisfied (VB 68.7%; Caesarean births 79.2%) with the services; women having VBs at Community Health Centres (nearly 81%) were more commonly satisfied compared to those at the District Hospitals (nearly 60%) (p < 0.001). From the care providers’ perspective, maintaining quality of childbirth services was like a balancing act between the realities of low-resource settings with stakeholders’ expectations. While the providers remained proud and committed; the challenges often left them fatigued, disillusioned, irritable and sceptical. Conclusion: There is a need to improve the sensitivity with which childbirth services are being delivered to women coming to public health facilities; as well as towards improving the care providers’ work conditions. Suboptimal birth experiences are associated with the women’s perinatal mental health and satisfaction, while perpetual work challenges may make the care providers frustrated and/or apathetic. Improving manpower resources could reduce work-stress in care providers and thereby improve childbirth processes.

Immunohistokemi (IHK) är en metod som används för att undersöka närvaron av specifika biomarkörer i vävnad. Metoden utnyttjar antikroppars affinitet till antigen och dess närvaro visualiseras. Caldesmon är ett protein associerat med cytoskelettet som förekommer i glatta muskelceller och i icke-muskelceller. Det används inom IHK som en glatt muskelmarkör men även som en markör för myoepiteliet. Syftet med studien var att utveckla ett nytt protokoll för caldesmon och att jämföra den med SMMS-1, även den en markör för glatt muskulatur och myoepiteliet. Jämförelsen utfördes på fibroadenom vävnad, en bröstcancerform som utvecklats ur epitelialvävnad och stroma, då den innehåller mycket myoepitelial celler. För att effektivisera processen användes tissue microarray tekniken, där vävnad från flera olika preparat (klotsar) stansades ut och sammanfördes till en ny klots. Instrumentet Ventana Benchmark Ultra användes för att utveckla ett nytt protokoll för caldesmon. Det nya protokollet användes sedan vid jämförelsen med SMMS-1. Resultatet visade att SMMS-1 gav en tydligare infärgning av det myoepiteliala lagret då det enbart färgade in det, medan caldesmon även färgade in stroma. Då fibroadenom vävnad innehöll mycket stroma var det svårare att urskilja det myoepiteliala lagret från dess omgivning med caldesmon infärgningen. / Immunohistochemistry (IHC), is a method used for examining the presence of specific biomarkers in tissue. It uses antibodies affinity for antigens and their presence can then be visualized. Caldesmon is a protein that is associated with the cytoskeleton in smooth muscle and non-smooth muscle cells. It is used within IHC as a marker for smooth muscle but also as a marker for the myoepithelium. The intent of this study was to develop a new protocol for caldesmon and to compare it with SMMS-1, also a marker for smooth muscle and the myoepithelium. The comparison was performed on tissue from fibroadenoma, a type of breast cancer that evolved from epithelial tissue and stroma, due to its high content of myoepithelial cells. For optimal effectiveness, the tissue microarray technique was used, where tissue from several blocks are extracted and brought together into a single new block. A Ventana Benchmark Ultra was used to develop a new protocol for the new antibody, caldesmon. The new protocol was used in the comparison with SMMS-1 on fibroadenoma tissue. The results were that SMMS-1 had a clearer and sharper staining of the myoepithelial layer, due to the fact that it only stained the layer. While caldesmon also stained the stroma in the tissue. Because fibroadenom tissue contained so much stroma the staining done with caldesmon made it harder to separate the myoepithelial layer from its surroundings.

Syfte: Syftet med studien är att bidra till forskningen kring hur SMMS kan gynna professionella fotbollsklubbar i deras varumärkesarbete. Studien ämnar specifikt att fylla luckan i forskningen kring de senaste trenderna på sociala medier.   Teori: Studien bygger på tidigare forskning om sociala mediers användning inom professionell fotboll, SMMS inom idrottsklubbar, relationsmarknadsföring (Rm), varumärkesidentitet och varumärkeslojalitet  Metod: Studien har genomförts utifrån en kvalitativ metod. Fyra semistrukturerade intervjuer har genomförts med fyra marknadschefer i klubbarna Hammarby FF, IFK Göteborg, IFK Värnamo och Brommapojkarna (BP)  Empiri och Analys: Empirin består av fyra semistrukturerade intervjuer och har analyserats utifrån studiens teorier.  Slutsatser: (1.) SMMS ger klubbarna enkla och effektiva sätt att kommunicera med sina intressenter. Detta hjälper klubbarna att sprida information samt utveckla och underhålla goda relationer med sina supportrar. (2.) SMMS hjälper klubbarna att synas och skapa samt bibehålla engagemang kring klubben. (3.) SMMS ger klubbarna en viss kontroll över det som syns och framställs, då de själva kan skapa en stor del av innehållet. / Purpose: The purpose of the study is to contribute to the research on how SMMS can help professional football clubs with their branding. The study specifically means to contribute to filling in the gaps in research of the latest social media trends.  Method: The study uses a qualitative research method with four semi-structured interviews that were conducted with the heads of marketing in football clubs Hammarby FF, Brommapojkarna, IFK Goteborg and IFK Värnamo.    Theory: The study builds off of earlier theories and research on social media use in professional football clubs, SMMS in sport clubs, relationship marketing, brand identity and brand loyalty.  Empirical data & analysis: The empirical data is collected from four semi-structured interviews and has been analyzed in relation to the theories of the study.  Conclusions: (1.) SMMS gives the clubs easy and effective ways to communicate with their stakeholders. This can help the clubs to spread information as well as create and maintain good relationships with their fans. (2.) SMMS helps the clubs to become more visible as well as create and maintain engagement. (3.) SMMS give the clubs a certain amount of control over its image because they are able to create a lot of the content themselves.

In this thesis we have developed electronic and spin model Hamiltonians to understand magnetism in molecule based magnets like photomagnets, high-nuclearity transition metal complexes and single molecule magnets. In chapter 1, we provide an overview of molecular magnets. Here, we present a survey on the literature available on molecule based magnets. The chapter throws light on various phenomena found in molecular magnetic systems that range in dimensions from 3D down to molecular dimension. This is followed by a brief introduction to high-nuclearity transition metal complexes and single molecule magnets (SMMs). In the last two sections of this chapter, we discuss Light Induced Excited Spin State Trapping (LIESST) and photomagnetism in some molecular systems. Chapter 2 discusses various theoretical models that have been developed for magnetism. We begin with an introduction to the spin Hamiltonian and the origin of direct and kinetic exchange in simple systems and extend it to larger systems. Then we introduce the concept of superexchange proposed by Goodenough and Kanamori, followed by introduction to anisotropic Dzyalashinskii-Moria (DM) exchange and Ruderman-Kittel-Kasuya-Yosida (RKKY) interactions. We also discuss molecular magnetic anisotropy, long-range magnetic interactions and higher order exchange interactions. These are effective model Hamiltonians that do not provide microscopic origin of magnetism, hence electronic model Hamiltonians need to be invoked. We introduce electronic model Hamiltonians like Huckel, Hubbard and Pariser-Parr-Popple (PPP) models and then present numerical techniques like valencebond (VB) and constant MS techniques that are used to exactly solve these model Hamiltonians. We present a many-body electronic model involving the active orbitals on the transition metal ions for photomagnetism in MoCu6 cluster, in chapter 3. The model is exactly solved using a valence bond approach. The ground state solution of the model is highly degenerate and is spanned by five S=0 states, nine S=1 states, five S=2 states and one S=3 state. The orbital occupancies in all these states correspond to six Cu(II) ions and one diamagnetic Mo(IV ) ion. The optically excited chargetransfer (CT) state in each spin sector occurs at nearly the same excitation energy of 2.993 eV for physically reasonable parameter values. We find that the excitation cross sections in different spin manifolds are similar in magnitude. The lifetime of the S=3 excited states is expected to be the largest as the number of states below that energy is very sparse in this spin sector compared to other spin sectors. This shows that photomagnetism is not due to preferential excitation to the S = 3 state. The inputs from the electronic model allows us to develop a kinetic model. In this model, photomagnetism is attributed to a long lived S=3 charge transfer excited state for which there appears to be sufficient experimental evidence. Based on this postulate, we model photomagnetism by including internal conversions and intersystem crossings. The key feature of the model is the assumption of existence of two kinds of S=3 states; one of which has no direct pathway for internal conversion and the other characterized by slow kinetics for internal conversion to the lowenergy states. The trapped S=3 state can decay via a thermally activated barrier to the other S = 3 state. The experimental XMT vs. T variation for two different irradiation times are fitted using Arrhenius dependence of the rate constants in the model. Conventional superexchange rules predict ferromagnetic exchange interaction between Ni(II) and M (M = MoV ,WV , NbIV ). Recent experiments show that in some systems this superexchange is antiferromagnetic. To understand this feature, in chapter 4 we develop a microscopic model for Ni(II) - M systems and solve it exactly using a valence bond approach. We identify direct exchange coupling, splitting of the magnetic orbitals and interorbital electron repulsions, on the M site as the parameters which control the ground state spin of various clusters of the Ni(II) - M system. We present quantum phase diagrams which delineate the high-spin and low-spin ground states in the parameter space. We fit the spin gap to a spin Hamiltonian and extract the effective exchange constant within the experimentally observed range, for reasonable parameter values. We also find a region in the parameter space where an intermediate spin state is the ground state. These results indicate that the spin spectrum of the microscopic model cannot be reproduced by a simple Heisenberg exchange Hamiltonian. The electronic model for A − B systems has been employed to reproduce the experimental magnetic data of the { NiW }2 system. In chapter 5, we present a theoretical approach to calculate the molecular magnetic anisotropy parameters, DM and EM for single molecule magnets in any eigenstate of the exchange Hamiltonian, treating the anisotropy Hamiltonian as a perturbation. Neglecting inter-site dipolar interactions, we calculate molecular magnetic anisotropy in a given total spin state from the known single-ion anisotropies of the transition metal centers. The method is applied to Mn12Ac and Fe8 in their ground and first few excited eigenstates, as an illustration. We have also studied the effect of orientation of local anisotropies on the molecular anisotropy in various eigenstates of the exchange Hamiltonian. We find that, in case of Mn12Ac, the molecular anisotropy depends strongly on the orientation of the local anisotropies and the spin of the state. The DM value of Mn12Ac is almost independent of the orientation of the local anisotropy of the core Mn(IV ) ions. In the case of Fe8, the dependence of molecular anisotropy on the spin of the state in question is weaker. We have also calculated the anisotropy constants for several sets of exchange parameters and find that in Mn12Ac the anisotropy increases with spin excitation gap while in Fe8, the anisotropy is almost independent of the gap. We have modeled the magnetic property of Nb6Ni12 cluster using a spin Hamiltonian in chapter 6. From Goodenough-Kanamori rules we should expect a ferromagnetic exchange between Nb and Ni ions. However, the magnetic studies indicate that the interaction is antiferromagnetic. We give reasons for the anomaly and fit the XMT data using an antiferromagnetic Heisenberg model. The observed XMT value at 2 K however does not correspond to ferrimagnetic ground state of Stot=9 and we invoke intermolecular interaction to explain this feature.