Aim: The aim of the study is to investigate the influence e-WOM through social network sites has on consumers focusing on brand perception and purchase intention.  Methodology: A qualitative study was applied with the semi-structured online interview conducted with nine respondents across Bangladesh. The collected primary data were transcribed and thematically analyzed with the reviewed literature.  Findings and Conclusion: We conclude that e-WOM through SNS helps consumers to select smartphones and gadgets. Due to paid reviews and negative influencers, trustworthiness is vital on SNS reviews. Also, the recommendation from known sources or personal research increases brand perception. Rather than relying on single reviews on SNS, it is highly recommended to justify the reviews for purchase intention of smartphones or gadgets. Contribution of the Thesis: This study suggests that e-WOM through SNS influences consumers' purchase of smartphones or gadget brands. It is recommended for the managers to determine reviewers on SNS regarding smartphone or gadget brands. Besides, this study exposes the importance of trustworthiness in SNS reviews.  Suggestion for the Future Research: We suggest future research on a similar topic using a larger sample size. We also propose a comparative study with two or more countries on similar products to determine differences and results relatively. Besides, this study only focused on smartphones or gadget items; focusing on different products with larger audiences might be done for future research. Furthermore, future research could be done

Temperament is a determining factor of people's behaviour in everyday life. Does it show itself also online? Does introversial and extraversial behaviour in online networks differ? Some authors in their studies confirmed that introverts feel more secure in online networks and thus behave more like extraverts, similar effect have networks on behaviour of extraverts. Other authors proved empirically, that introversial users in virtual environment and online networks become more socially isolated and solitary. These studies were in principle conducted on American or Brittish colleges or universities, we have no similar research in Czech Republic. For this thesis, behaviour research and temperament identification questionnaire was filled up by 310 people of average age of 29 years, 2/3 were women, most of them live and work in Prague in media, marketing and public relations. Research results showed that 46% of users were present on Facebook for more than 2 years, extraverts actively participate in more networks, behaviour of introverts and extraverts on Facebook is really different as well as their way of using it, sometimes we can find very surprising details. First part of the thesis contains information about theoretical background - networks, social networks, online networks, ways and methods of...

Denna studie undersöker hur representanter från musikindustrin använder sig av hashtags, sociala medier och vilka effekter hashtags har samt, vilken effekt de skulle kunna ha på deras arbete. Användningen sätts i förhållande till tio redan definierade funktioner av hashtags.Uppsatsens syfte är att bidra till djupare förståelse hur hashtags används och hur dessa kan användas inom musikindustrin. Genom att förtydliga om detta är ett verktyg som kan användas för att lättare sprida information på social media. Detta genomfördes genom en kvalitativ studie och utförandet av semistrukturerade intervjuer med fem representanter från musikindustrin och två respondenter som arbetar inom andra områden, varav en är har forskat på twitter och hashtags och en jobbar med att stärka användningen av digitala verktyg på ett större företag. Detta har sedan blivit granskat genom en induktiv ansats. Frågeställningen har besvarats genom att resultaten från empirin analyserats utifrån teorin.Studien kom fram till att representanterna från musikindustrin i huvudsakligen använde sociala medier och hashtags för att marknadsföra sig själva och sina band. Men Artist 1 använde hashtags mer än Skivbolag 1. Effekterna hashtags hade var både positiva och negativa. Fördelen var att hashtags kunde rikta deras budskap mer exakt och nackdelen var att personer kan ha en negativ bild av hashtags och på sätt bli kritiska till användningen av dem. / This study examines how representatives from the music industry use hashtags, social media and what effects hashtags have, and what effect they could have on their work. The usage is set in relation to ten already defined functions of hashtags.The purpose of the thesis is to contribute to a deeper understanding of how hashtags are used and how these can be used in the music industry. By clarifying whether this is a tool that can be used to more easily disseminate information on social media. This was done through a qualitative study and was conducted by semi-structured interviews with five representatives from the music industry and two respondents as workers in other areas, one of which has been researching twitter and hashtags, and one who is working on strengthening the use of digital tools at a large company. This has since been examined through an inductive approach. The question has been answered by analysing the results of the empirical data based on the theory.The study concluded that the representatives of the music industry mainly used social media and hashtags to market themselves and their bands. But the artist used hashtags more than the record company. The effects of hashtags had been both positive and negative. The advantage was that hashtags were able to target their messages more accurately and the disadvantage was that people could have a negative image of hashtags and thus become critical of their use.

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This research intended to investigate how the arising SNS component of algorithms acts as a mediator for affecting SNS user habits amongst high school and university students in Sweden. The testing of this specific correlation was realized by first investigating previous research regarding algorithms, various components of user habits, and the complementary component of algorithm awareness separately. By extracting interesting and valuable findings from the previous studies, a questionnaire was constructed, implementing the previous knowledge into the response alternatives to provide components useful for building testing variables. The questionnaire collected 419 respondents, whereas 341 were considered valid after implementing a sampling phase based on the specified demographics. Testing variables were conceptualized to be able to provide the ability of testing in SPSS to show statistical significance by using chi-square testing. This was conducted to test 4 hypotheses, grounded on what was to be answered by the 2 research questions. The testing of the variables was not able to provide any statistical significance and had in general low testing validity. Thus, none of the hypotheses could be accepted, which furtherly did not provide scientifically valid answers to any of the research questions. Several potential factors could be considered to have impaired the testing, including the complexity of the variable construction, and an imbalance between the volume of respondents fitting within the constructed variables to mention a few majorly discussed arguments. However, the data collection provided valuable insights, answer data frequencies, and knowledge that have the potential to facilitate future studies, both regarding the perspective of informatics and also a range of areas of which perspective was not used for this research. Hence, it also enables and suggests future studies to evaluate the collected data, reconstruct variables, or investigating interesting responses of questions left redundant.

Aim: The study will try to depict the current state of social capital in relation to fear of missing out and screentime hours on smartphone activities. Does the most frequently used social contexts create bridging capital but not enough bonding capital? The aim is to contribute to a larger understanding of what drives a sense of inclusion by different social capital within different social contexts. The study will investigate if there is a relationship between social capital, fear of missing out and what we spend our time on together with our smartphone by measuring screentime on the five largest social networking sites (Facebook, Instagram, Snapchat, TikTok, YouTube).  Method: This study has been conducted with a quantitative approach of using an electronic survey. The sample investigated was Generation Z, defined as people born between 1997 and 2004.  Previous theory and prior research have been analyzed as the basis for this work and then implemented into a survey for data collection. The survey was made in the tool Survey and report. Requests for participation was made via a convenience sample in geographical proximity to Karlstad University.  The survey was mainly distributed with QR-codes placed on different locations throughout Karlstad University. The results of the survey have been processed and analyzed through the statistical analysis program SPSS.   Result & Conclusions: The results of this study conclude that there is a significant correlation between FOMO and bridging social capital in this sample. The driving factors behind this correlation can only partly be explained by the results from the survey. With non-valid questions regarding hours together with a slight skewness in the sample, it is not possible to generalize these results to the population. The result of this study can however be seen as a significant result in a specific group that could inspire to more in-depth research on a greater scale. Suggestions for future research: The correlation in this study explains about 20% of the variation of FOMO by bridging capital and wise versa, leaving 80% unexplored. Future research can be carried out using the same theory for social capital but develop this future with additional theories for e.g., social context.  If future research investigated a broader sample of generation Z, it would also be interesting to compare them to other target groups (e.g., generation X or Y), examining differences between and within these groups.

Engagement. This has become a key concept in the field of marketing. The concept of "engagement" is utilized to describe the way users instantly engage with brands using clicks, reactions, comments, and sharing. Brands and advertisers utilize media platforms to increase brand awareness and create customer-engaging content. In recent years, most platforms have utilized motion graphics and animations to produce more dynamic content, separate themselves from competitors, and create engaging content. Nevertheless, is it possible to increase engagement by using animation principles? The objective of this research is to gain an understanding of how the principles of animation can be used to improve engagement on LinkedIn, as well as the impact these principles may have on social networking site platforms, and to determine which types of content are the most engaging. The following research question was asked: RQ1: How does the use of animation principles in dynamic posts influence the level of engagement on LinkedIn compared to static posts? In this study, an inductive and empirical approach through the Visual Attention Theory was used. A quantitative content analysis was performed on the companies' LinkedIn profiles to gather data on engagement. The content analysis was performed on LinkedIn in a real-world scenario using Ny Studio, Grace Studio, and Saga Production’s accounts. In total, 18 posts—three static and three dynamic were uploaded on each of the company's LinkedIn accounts. The collected data was inserted into the engagement metric to be further analyzed. Compared to static posts on LinkedIn, the dynamic post with the principles of animation did not yield significantly higher engagement. The animation of principles does, however, affect a post's comments, reactions, and shares. At the same time, static posts showed higher engagement in terms of views and clicks. The independent t-test resulted in a significant (p < 0.001) value for the engagement metric of clicks. This reveals that static post engagement on clicks does differ substantially in this study compared to dynamic posts. The findings contribute to the limited understanding of how dynamic LinkedIn affects user engagement and have laid the groundwork for further research in this area.

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