Syftet med denna studie är att analysera vilka egenskaper politiker som bedrev en personvalskampanj till valet 2018 valde att kommunicera ut till väljarna, genom vilka kanaler man ämnade att göra detta samt om de upplevde svårigheter att kommunicera med väljarna. Forskning visar att det finns en ökad misstro bland väljarna mot politiker och politisk reklam. Genom denna studie undersöker vi vilka kommunikationsstrategier som används för att nå väljarna under en personvalskampanj samt bidrar till forskningen kring hur personvalskampanjer bedrivs ur ett kommunikativt perspektiv.   För att undersöka detta har en semi-strukturerad kvalitativ intervjuanalys med sex politiker som bedrev en personvalskampanj 2018 genomförts. Svaren analyseras genom studiens teoretiska ramverk: Richard Braddocks kommunikationsmodell , reklamförståelse samt politisk kommunikation och med hjälp av dessa svarar vi på studiens frågeställningar. Resultatet visar att personlig kommunikation är enligt studiens respondenter det bästa sättet att nå väljare, men att sociala medier samt traditionella medier är viktiga komplement i personvalskampanjerna 2018. Det går således att påvisa att den inverkan sociala medier spåddes få av våra respondenter under valåret 2018 inte har fått det stora genomslag som förutspåtts.

Sociala medier har växt explosionsartat. Facebook är en av de största plattformarna och år 2015 hade cirka 70 procent av Sveriges invånare ett konto på denna sida. På Facebook möts människor och delar med sig av tankar, åsikter, bilder och filmer. Det som sprids på sociala medier har visat sig ha stor inverkan på människors åsikter. Socialtjänsten är ett ämne som diskuteras på Facebook och inlägg om olika insatser och beslut gillas, delas och kommenteras flitigt. Tidigare forskning pekar på att det inom det sociala arbetet är relationen mellan klient och socialarbetare som är det centrala. Syftet med denna studie var därför att ta reda på hur socialtjänsten beskrivs på sociala medier och hur de diskussioner som förs på Facebook påverkar det sociala arbetet i praktiken. För att förstå detta användes texter som fanns på Facebook gällande socialtjänsten. Resultatet visar att socialtjänsten diskuteras i nästan uteslutande ofördelaktiga termer vilket kan skapa negativa attityder gentemot socialarbetare. / <p>2019-01-15</p>

Syfte Den här studien undersöker huruvida användandet av Instagram och Youtube korrelerar med kvinnors internalisering av samtidens kroppsideal. Syftet besvaras med hjälp av frågeställningarna, finns det ett samband mellan att vilja efterlikna idealet och användandet av sociala medier, specifikt Instagram och Youtube? och finns det ett samband mellan att känna press från sociala medier att efterlikna samtidens utseendeideal och användandet av sociala medier, specifikt Instagram och Youtube? Metod Deltagarna i studien var unga kvinnor mellan 18-30 år. Majoriteten var studerande i ålderskategorin 21-23 samt 24-26. I studien användes en del av en validitets- och reliabilitetstestad enkät för att mäta internalisering och upplevd press från sociala medier tillsammans med en egenkonstruerad del, som behandlade användningen av sociala medier, specifikt Instagram och Youtube. Resultat Slutligen i denna studie var det 130 deltagare varav 20 var bortfall. Det var 66 % av deltagarna som följde träningskonton på Instagram respektive 30 % på Youtube. 19 % upplevde att det var ganska viktigt medan 10 % upplevde det mycket viktigt att få likes på sina inlägg. Hälsorelaterade konton följdes av 45 % på Instagram och 17 % på Youtube. Resultaten visade ett starkt samband mellan att uppleva press från sociala medier och internalisering av idealet. Det förelåg samband mellan användning av Instagram och internalisering där två starka faktorer var hur viktigt deltagarna ansåg det var att få likes på sina bilder och att de följde träningsrelaterade konton. Vad gäller Youtube sågs det inget samband på total användning och internalisering. Slutsats I studien framkom ett signifikant samband mellan internalisering av idealet och användningen av Instagram. För Youtube förelåg inget samband mellan användning och internalisering. Det framkom dock ett samband mellan att följa träningskonton på Youtube och internalisering, vilket var en del av definitionen av användande. Idag finns det fåtalet studie på Youtube och för att kunna uttala sig mer kring sambandet med internalisering bör mer forskning genomföras.

Title: Do young people perceive commercial intentions in marketing? - A study on youth awareness on social media. Level: Final assignment for Bachelor Degree in Business Administration Author: Fredrik Petersson and Henrik Ylipukki Supervisor: Jonas Kågström Date: 2019 – January Aim: The study aims to analyze young people’s awareness of the commercial purpose of influencer marketing on the social media platform Instagram. Method: The study is based on a quantitative research method with a positivistic research view and deductive approach. Data from 121 individuals within the target group have been collected through a survey conducted at Nacka Gymnasium and Bessemerskolan. The collected data has subsequently been processed and analyzed in the IBM SPSS statistics program in the form of descriptive, correlation, factor and cluster analysis Result &amp; Conclusions: Results of the study has shown that young people are not fully aware of the commercial intention that exists when an influencer publishes sponsored posts on their social media profile, even if a cautionary instruction has been given. The study, also, shows that young people note products that are highlighted in posts regardless of whether there is a commercial intention or not. Contribution of the thesis: The completed study contributes with knowledge about awareness and perception of intentions in published posts. The study contributes to whether cautionary instructions should be given to raise awareness. Suggestions for future research: To perform a similar study to with a target group of younger children would be of interest to strengthen this research area with additional knowledge. It would also be interesting to study the awareness of consumers who are within the concept of vulnerable consumers for other reasons than age. Key words: Vulnerable consumers, commercial message, admiration, social media marketing, influencer marketing, awareness

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This study investigates the use of the social network Facebook among 67 Swedish libraries; 27 academic libraries and 40 public libraries. Data is collected through an analysis of the libraries’ Facebook pages and through an email survey. To analyze the data, a series of statistical analyses were performed.The results indicate that the public libraries more actively posted Facebook updates than the academic libraries and that the libraries that had a policy for use of Facebook/social media more actively posted updates than those libraries that did not have such policy. The libraries use Facebook mainly to post links and photos and to announce events, provide book recommendations, and to emphasize special occasions. The public libraries posted more links and more updates about events, book recommendations, and media recommendations than the academic libraries while the academic libraries posted more updates about digital resources, research results, and job advertisements. At the majority of the libraries’ Facebook pages the communication with the users consists of one-way-communication. The most common reasons to use Facebook that the libraries report are to create a dialogue with the users, to be where the users are, to market the library and to reach out to groups that traditionally are hard to reach out to.Conclusions are that the libraries’ Facebook communication reflects the library as an institution by largely dealing with things that concerns reading and education, and that Facebook is used more as a tool for marketing than as a tool for dialogue with the users. / Program: Bibliotekarie

The purpose of this thesis is to examine how five public libraries reason about the use of social media in their day-to-day work. This thesis aim to answer three research questions: What is the libraries use of social media today? How do libraries look upon their own use of social media? And have the libraries formulated any goals about their use of social media, and what are their thoughts on this? The methodology used in this thesis is a content analysis of the libraries social media and a questionnaire interview which was sent by mail to all of the libraries involved. The theoretical framework for the thesis is a model developed by Jochumsen, Hvenegaard Rasmussen and Skot-Hansen.The results of our study shows that the room of meetings, from the theoretical framework, are the most represented in the content of the social media used by the libraries. The libraries find that social media is a good way to connect and communicate with their users, but they feel that the time they spend on their social media is not enough.Our study also shows that most of the libraries have not formulated any goals for their use of social media, and that they do not have any intentions to do so. / Program: Bibliotekarie

The aim of this thesis is to investigate how librarians view marketing of the library using social media and how this can be used in a marketing strategy. The theoretical framework for this thesis is based on the 7 Ps of the marketing mix, SWOT-analysis and SWOT/TOWS Matrix. The theory is based on planned elements that make up a product or service offered the market. We have used our own interpretation of the theories to analyse our material. Our main method has been a web-based questionnaire, the questionnaire was sent to 523 librarians active at ten large public libraries and its related branches. A total of 142 librarians answered the questionnaire, giving it a response-rate of 27.2 %.The results of our study show that librarians are generally positive towards marketing the library using social media. We have found that librarians characterise most activities, done by libraries in social media, as marketing. We have also found that librarians think that social media, as a marketing tool have the potential to reach their users, non-users and the public at large. The age-groups librarians think they first and foremost have the potential to reach using social media is those aged between 13-64 years. We have found that the librarians’ views of different social media, as tools for marketing the library, correlate with their knowledge of the platforms. The more knowledge the librarians have of a platform for social media, the higher it has been ranked. The librarians’ attitudes and attributes can be used in forming a marketing strategy. / Program: Bibliotekarie

The social media arena is rapidly growing and more and moreorganisations take part in the daily ongoing conversations indifferent social media channels. Conversations are being heldacross borders on every available topic and ratings and reviews ofconsumer products and services is one of them. This focus onglobalisation is also the reality of the hospitality- and tourismindustry. Their customers travel across borders and are eager,given the opportunity, to share their experiences with each other.As organisations within the hospitality- and tourism industry meetthese demands in terms of providing technological infrastructurefor information sharing and involve themselves in theseconversations there are some issues that need to be addressed.What does the logic of social media look like? How iscommunicating in social media any different from traditionalmarket communication? And how can hospitality- and tourismorganisations adapt their communication to fit into the logic ofsocial media?To conclude how organisations within the hospitality- and tourismindustry can benefit from the use of social media, I haveinterviewed representatives from a number of organisations andstudied their communication. What this study shows is that there isa lot to gain from having a social media strategy with specificguidelines regarding language and overall use. However, nothaving one doesn’t necessarily mean that the organisation will nothave a good reputation and good relations with their customers. / Program: Magisterutbildning i strategisk information och kommunikation

The purpose of this study is to examine young people’s opinions about libraries using social media for communicative and marketing purposes. There are three research questions: What do young people think about libraries using social media for communicative and marketing purposes? Do they want to interact with libraries in social media and, if so, in what way? Are their opinions and their will to interact influenced by what kind of relationship they have with libraries, their reading habits, and whether or not they use libraries’ digital services? Prior research is divided into three themes: library development, marketing, and young people. The theoretical framework is made up of a combination of relationship marketing, using Evert Gummesson’s three catchwords relationships, networks, and interaction, and the engagement pyramid, as depicted by Brit Stakston. The method used in this study is a mixed mode-study consisting of ten semi-structured interviews and a web survey. The result shows that young people are not a homogenous group and should not be treated as such. There is a great difference if you look at the respondents’ answers as a whole, and when they are divided into different groups based on their relationship with libraries, their reading habits, et cetera. It also shows that young people want to participate and have real influence, not to be asked just for show. Therefore, they should be included in the planning and strategizing for libraries’ presence in social media. / Program: Magisterutbildning i strategisk information och kommunikation