This thesis explores themes of authenticity in the Aerie REAL branding campaign. In it, I explore how Aerie links notions of authenticity, expressed as a vocal denunciation of photo-editing techniques, with the ideal female body. To do this, I analyze Aerie’s branding materials (including social media posts on two different websites, as well as Aerie product photography) in context of its lack of photo-editing and other branding choices, including its choice of brand spokesperson. I consider these materials within a semiotic framework developed from the French school of semiotics, and analyze them both through this framework and a content analysis. I also consider concepts of Aerie’s brand personality. In this study I illuminate many of the tensions between Aerie’s explicit goals in its REAL campaign and what it has presented within the campaign. This has implications for future representations of women in advertising, as well as the use of authenticity as a brand position.

Security and privacy practices of end-users on social media are an important area of research, as well as a top-of-mind concern for individuals as well as organizations. In recent years, we have seen a sharp increase in data breaches and cyber security threats that have targeted social media users. Hence, it is imperative that we try to better understand factors that affect an end-user’s adoption of effective security safeguards and privacy protection practices. In this research, we propose and validate a theoretical model that posits several determinants of end-user security and privacy practices on social media. We hypothesize relationships among various cognitive, affective and behavioral factors identified under the themes of posture, proficiency, and practices. These constructs and hypotheses are validated through empirical research comprising an online survey questionnaire, and structural equation modeling (SEM) analysis. The key findings of this study highlight the importance of cyber threat awareness and social media security and privacy self-efficacy, which have a direct impact on end-user security and privacy practices. Additionally, our research shows that use of general technology applications for security and privacy impacts the adoption of security and privacy practices on social media. In totality, our research findings indicate that proficiency is a better predictor or security and privacy practices as compared to the posture of an end-user. Factors such as privacy disposition, privacy concerns, and perceived risk of privacy violations do not have as significant or direct effect on security and privacy practices. Based on our research findings, we provide some key take-aways in the form of theoretical contributions, suggestions for future research, as well as recommendations for organizational security awareness training programs.

Many traditional Internet forums have not adapted to the development of the web and their usability standard is low. In order to satisfy this unexplored market segment Zoorum AB is working on a project with the goal to develop a new kind of Internet application for topic oriented discussions. The goal of this master thesis is to design a usable Internet forum, in association with Zoorum AB and Teknikhuset AB. Our challenge was to manage the designprocess, contribute with competence in interaction and usability and functionas a connection between the technology and the users. The result is presented as guidelines for design and visualized in the shape of mock-ups.

The retail banks are usually looked upon as conservative. Since the launch of internet banks in the 90's they have not developed much. Meanwhile the internet is developing in a fast pace and social websites are increasing in popularity. The purpose of this essay was to investigate how internet banking will develop in the near future based on interviews, literature and trend studies. With web 2.0 techniques the internet bank could develop to help the costumers take more informed decisions regarding their economic situation. Banks should start by giving the customers better service through budgeting tools and graphical overviews. It is crucial that the layout and usability of the internet banks improve since the customers find it hard to find information. Customers want the bank to help them with a larger portion of thie economy through targeted advice based on information the bank have about the customers spendings, savings, habits and income. The bank could offer comparisons between different electricity companies, insurance companies and other things that greatly affect the personal economy. In addition to this, an anonymous comparison of the statistics of customers in simular situations is of interest to the customers as well as comparisons of different banks services. Furthermore, a niche community for people with specific interest in economics holds potential for the banking industry. A community for private customers on the other hand is not an alternative since the costumers prefer other forms of communities.

The purpose of this thesis is to understand how brand awareness among customers is created and maintained through the use of social media as a marketing tool.The web does not only provide people to socialize and share and receive information among friends and family online, it is also a powerful marketing tool and marketing place where the customer can interact with other customers and firms. Social media has made it possible for customer to choose on their own when and where they want to receive information. The customers do not have to visit a firm's homepage; they can instead interact withother customers that have experienced a specific product or brand via the social media channels. Hence social media channels are environments where the customers set the rules and WOM makes or breaks the product.We used a mixed method approach. To gather our empirical data we used a questionnaire which we did send out to Facebookusers whom likes Husqvarna Sverige's page to answer about their perceptions of Husqvarna and their social media activity. We did also an interview with Anna Lindman, project manager at Husqvarna.Social media marketing is successful when online activities, relationship marketing and brand awareness are used in conjunction. All these parts are connected to each other and haveto be fulfilled if a firm wants to be successful in social media. This will influence the customer’s purchasing behavior andcould lead to an increase of sales (Miller & Lamas, 2010). The respondents answer from the questionnaire show that Husqvarna needs to be more active and participating online.

As Facebook grows beyond a billion users (Zuckerberg, 2012), a decreasing percentage of those users are English-only speakers. Facebook provides a platform for multilingual conversation to occur, which requires that Facebook display non-Latin scripts. Because of the hegemony of English and the Latin alphabet on the Web, non-Latin scripts are often “ASCII-ized.” Displaying non-Latin scripts well facilitates communication for multilingual users and creates a place where they can explore their identity linguistically as they post on Facebook. This study examines what factors contribute to multilingual Facebook users making linguistic posting choices. Many have named Facebook as a successful multilingual Web site, thus it is reasonable to expect that Facebook is an exemplar of multilingual social networking sites. This study is an examination and critique of Facebook’s multilingual translations. To address questions of how Facebook’s interface facilitates or impedes multilingual conversation, the researcher recruited twelve active, multilingual Facebook users to participate in individual interviews and a small focus group. Besides English, these users spoke and posted in the world’s four other most widely spoken languages: Chinese, Spanish, Arabic and Hindi. The researcher found that multilingual Facebook users did not always have a choice in what language they would post. Users faced obstacles ranging from the Facebook app distorting script display to hardware bias limiting users’ text entry. Furthermore, participants’ linguistic presentation was not dichotomous between two languages; multilingual users and their friends are accustomed to operating in a multilingual space. The larger implication of these findings is that Facebook, despite pioneering massive translation projects, has not solved the problem of linguistic representation for social networking sites. Facebook’s solution is not scalable to less widely spoken languages because even languages with many millions of speakers, such as Spanish, have flawed implementations on Facebook. / text

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Social media is one of the most disruptive developments of the past decade. The impact of this information revolution has been fundamental on our society. Information dissemination has never been cheaper and users are increasingly connected with each other. The line between content producers and consumers is blurred, leaving us with abundance of data produced in real-time by users around the world on multitude of topics. In this thesis we study techniques to aid an analyst in uncovering insights from this new media form which is modeled as a high volume social text stream. The aim is to develop practical algorithms with focus on the ability to scale, amenability to reliable operation, usability, and ease of implementation. Our work lies at the intersection of building large scale real world systems and developing theoretical foundation to support the same. We identify three key predicates to enable online methods for analysis of social data, namely : - Persistent Chatter Discovery to explore topics discussed over a period of time, - Cross-referencing Media Sources to initiate analysis using a document as the query, and - Contributor Understanding to create aggregate expertise and topic summaries of authors contributing online. The thesis defines each of the predicates in detail and covers proposed techniques, their practical applicability, and detailed experimental results to establish accuracy and scalability for each of the three predicates. We present BlogScope, the core data aggregation and management platform, developed as part of the thesis to enable implementation of the key predicates in real world setting. The system provides a web based user interface for searching social media conversations and analyzing the results in multitude of ways. BlogScope, and its modified versions, index tens to hundreds of billions of text documents while providing interactive query times. Specifically, BlogScope has been crawling 50 million active blogs with 3.25 billion blog posts. Same techniques have also been successfully tested on a Twitter stream of data, adding thousands of new Tweets every second and archiving over 30 billion documents. The social graph part of our database consists of 26 million Twitter user nodes with 17 billion follower edges. The BlogScope system has been used by over 10,000 unique visitors a day, and the commercial version of the system is used by thousands of enterprise clients globally. As social media continues to evolve at an exponential pace, there is a lot that still needs to be studied. The thesis concludes by outlining some of possible future research directions.

Social media is one of the most disruptive developments of the past decade. The impact of this information revolution has been fundamental on our society. Information dissemination has never been cheaper and users are increasingly connected with each other. The line between content producers and consumers is blurred, leaving us with abundance of data produced in real-time by users around the world on multitude of topics. In this thesis we study techniques to aid an analyst in uncovering insights from this new media form which is modeled as a high volume social text stream. The aim is to develop practical algorithms with focus on the ability to scale, amenability to reliable operation, usability, and ease of implementation. Our work lies at the intersection of building large scale real world systems and developing theoretical foundation to support the same. We identify three key predicates to enable online methods for analysis of social data, namely : - Persistent Chatter Discovery to explore topics discussed over a period of time, - Cross-referencing Media Sources to initiate analysis using a document as the query, and - Contributor Understanding to create aggregate expertise and topic summaries of authors contributing online. The thesis defines each of the predicates in detail and covers proposed techniques, their practical applicability, and detailed experimental results to establish accuracy and scalability for each of the three predicates. We present BlogScope, the core data aggregation and management platform, developed as part of the thesis to enable implementation of the key predicates in real world setting. The system provides a web based user interface for searching social media conversations and analyzing the results in multitude of ways. BlogScope, and its modified versions, index tens to hundreds of billions of text documents while providing interactive query times. Specifically, BlogScope has been crawling 50 million active blogs with 3.25 billion blog posts. Same techniques have also been successfully tested on a Twitter stream of data, adding thousands of new Tweets every second and archiving over 30 billion documents. The social graph part of our database consists of 26 million Twitter user nodes with 17 billion follower edges. The BlogScope system has been used by over 10,000 unique visitors a day, and the commercial version of the system is used by thousands of enterprise clients globally. As social media continues to evolve at an exponential pace, there is a lot that still needs to be studied. The thesis concludes by outlining some of possible future research directions.