Sammanfattning Datum: 2023-05-31 Nivå: Kandidatuppsats i Företagsekonomi, 15 hp Institution: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet  Författare: Nathalie Indiketiya Hewage (01/05/11) Wilma Pasanen (01/08/31)                                Oliwer Tomczyk  (96/03/30)                             Titel: Våra plattformar och köpintentioner - En kvantitativ undersökning om Konsumenters köpintention på Facebook och Tiktok Handledare: Sara Melén Hånell Nyckelord: Social media marketing, tillit/förtroende, tekniskt förtroende, köpintention, sociala medier, riskbenägenhet, upplevd kontroll, teknisk effektivitet, Facebook och Tiktok  Forskningsfråga/or: Hur påverkar reklam konsumenters köpintention på Facebook och Tiktok beroende på kön och ålder?  Syfte: Syftet med denna studie är att undersöka sambandet på reklam mellan Facebook och Tiktok samt konsumenters köpintention. Studiens resultat bidrar till en bättre förståelse för huruvida köpintentionen ändras beroende på plattform och demografiska faktorer, mer specifikt kön och ålder.  Metod: För att besvara forskningsfrågan valdes en kvantitativ forskningsmetod med en deduktiv ansats. Studien tillämpade sig av en enkät som samlade in totalt 150 svar, där svarsfrekvensen låg på 98%. Slutsats: Studien resulterar i att konsumenters köpintention på plattformen Facebook främst påverkas av teknisk effektivitet, riskbenägenhet samt tillit och förtroende. Medan konsumenters köpintention på plattformen Tiktok främst påverkas av teknisk effektivitet, riskbenägenhet, tillit och förtroende samt slutligen upplevd kontroll. / Abstract Date: 2023-05-31  Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University  Authors: Nathalie Indiketiya Hewage (01/05/11)  Wilma Pasanen (01/08/31)                               Oliwer Tomczyk (96/03/30) Title: Purchase intention and our platforms - An quantitative study of consumers purchase intentions on social media  Supervisor: Sara Melén Hånell Keywords: Social media marketing, trust/commitment, technical trustworthiness, purchase intention, social media, risk propensity, perceived control, technological efficiency, Facebook and Tiktok. Research questions: How does advertising affect consumers purchase intention on Facebook and Tiktok depending on gender and age? Purpose: The purpose of this study is to investigate the relationship between advertising on Facebook and Tiktok as well as consumers purchase intention. The study's result contributes to a better understanding of whether purchase intention changes depending on platform and demographic factors, more specifically gender and age. Method: To answer the research question, a quantitative research method was chosen with a deductive approach. The study applied a survey that collected a total of 150 responses, the response rate was 98%. Conclusion: The results of this study showed that consumers purchase intentions on  Facebook was primarily influenced by technical efficiency, risk appetite and trust and confidence. While consumers' purchase intention on the Tiktok platform is primarily influenced by technical efficiency, risk propensity, trust and confidence, and finally perceived control.

Denna studie använder sig av cyberfeministisk och multimodal kritisk diskursanalys som teorier för att närma sig den populära hashtaggen #femalegaze på sociala medieplattformen TikTok. Studien undersöker hur kvinnor använder sig av denna hashtag för att skapa diskursiva interventioner till dominanta diskurser rörande genusnormer. Genom att analysera materialet för denna studie så går det att se hur kvinnorna som skapar innehåll till denna hashtag försöker omförhandla dominanta diskurser rörande kvinnors framställning online, deras sexualitet, sexuella uttryck och rätt till begär, idealkvinnan som passiv och reaktiv likaväl som att framförhandla hur kvinnor kan presentera sig själva utifrån en kvinnliga blick. Genom detta kan man även se hur dessa kvinnor använder denna hashtag för att omförhandla sig själva och andra kvinnor från objekt till aktiva subjekt. Hashtaggen och specifikt den kvinnliga blicken kan även ses användas som en tankefigur av kvinnorna, liknande cyberfeminismens cyborg, som agerar som en motpol till patriarkala diskurser. De använder denna tankefigur på flertalet aspekter av sitt liv för att omförhandla dominanta patriarkala diskurser. Genom att skapa detta innehåll och använda den kvinnliga blicken som en tankefigur så använder kvinnorna den relativt slutna cybermiljö skapad på TikTok med denna hashtag för att forma en arena där de kan samlas och genomföra diskursiv intervention till normativa, hegemona diskurser rörande genusnormer.

TikTok differs from how the media audience is used to seeing other social media platforms. When opening the app, the user does not see the friends you have decided to follow. Instead, you are faced with an algorithmically decided and never-ending feed of content personified individually for the specific user. In recent years, TikTok has become a prominent and rapidly growing platform, especially among younger media users. The emergence of TikTok usage among the youth implies an increased need for examining cultural phenomena that are performed on this platform. This study will be exploring the emergence of the online phenomenon known as mediated public shaming on TikTok by critically reviewing how young Swedish TikTok users are engaging in and experiencing the mediated public shaming that is occurring on TikTok as well as its effects by taking a theoretical departure from media literacy theories. The study is a qualitative reception study where the empirical material is conducted by one-to-one interviews with nine mundane Swedish TikTok users between the ages of 16–27. It was discovered that young TikTok users have a complex relationship with the mediated public shaming they face on TikTok and engage in the concept in a rather objective and reflective manner. They do, however, express concern that the design of the media, in conjunction with mediated public shaming, may allow for subconscious effects of their opinions. Looking forward, there is an indicated compelling need for continued research within the field, proposedly further research of online cultures’ roles in the determination of platform design and construction of algorithms.

In conjunction with the rise of populism all over the globe, social media has been acknowledged as an important arena for populist actors to disseminate their political ideas. This thesis aims to examine the relationship between social media and right-wing populism by exploring how an online platform mediates right-wing populist discourses. In contrast to the existing literature on this relationship, the social media platform TikTok is studied in this thesis. This study examines how online activists that are campaigning for the Sweden Democrats utilize the possibilities provided by TikTok’s material functions in relation to the social context in which they are used. Participant observation was conducted to study these dynamics, understood as platform affordances. The results show that the activists disseminate right-wing populist ideas on TikTok by utilizing functions for self-publication (of video). In terms of the proliferation of these videos, populist communication styles appear to be favored on this platform. A mapping of the social composition and available resources of these activists shows that their usage of the platform to conduct activism is affected by these factors, demonstrating different pathways to becoming an influential activist on TikTok.

The thesis examines the subcultural activities and online fan community of Drainers (fans of the music collective Drain Gang) through TikTok. A netnographic analysis of fans’ engagement and community cultivation through prosumption is done through participation observation.  Samples taken using a non-probability purposive sampling method are analyzed, categorized, and coded. By using theories of prosumption, uses and gratifications and a contemporary online take on subcultural theory from Bennet (2004) as well as Genova et al. (2022), the samples provide an insight into Drainers and their subculture.  Results from the study suggest that community within TikTok is easy to find, yet difficult to regulate. It can thus be both a space for creative participation and opportunity for exploring identity as much as it can be for receiving negative comments and further stigmatization. Regardless of the app’s implications and limitations, it does successfully provide a platform for fans to connect, bond, share ideas and create authentic identity and a subcultural status.  While plenty of previous research concerning fans and their communities exist, this study is through researcher’s immersion opening up a discussion about Drain Gang’s subculture and fans, which is essentially an untouched area of research. Although limitations are present such as lack of possibility to pick samples on TikTok based on publication date, as well as bias while collecting samples, it provides an insight into the online community and subculture which can be used to further explore the topic.

Den här kvalitativa studien undersöker hur marknadsföring på TikTok påverkar konsumenters köpbeslutsprocess och köpbeslut – med särskilt fokus på konsumtion av mode och kläder. Vidare vill den här studien klargöra för de faktorer som driver konsumenter att bryta sina uttalade värderingar och intentioner under köpbeslutsprocessen i förhållande till hållbarhetsaspekterna. En särskild uppmärksamhet kommer att riktas mot det gröna gapet, det vill säga den diskrepans som finns mellan konsumenters uttalade värderingar och intentioner kring hållbarhet och deras faktiska köpbeslut. Teorier om plattformslogik och kognitiv dissonans kommer således att användas för att belysa det här fenomenet. På så sätt syftar den här studien till att öka medvetenheten om konsumenters uppfattningar om de sociala, ekonomiska och ekologiska hållbarhetsaspekterna och huruvida de tas i beaktning vid konsumtion av mode och kläder samt om TikToks plattformslogik. De frågeställningar som studien kommer att besvara är Hur påverkar marknadsföring på plattformen TikTok konsumenters köpbeslut inom konsumtion av mode och kläder? och Vad driver konsumenter att gå emot deras uttalade värderingar och intentioner trots att det finns en ökad medvetenhet kring hållbarhetsaspekterna? För att uppnå syftet och besvara frågeställningarna har studien använt sig av både en abduktiv och en kvalitativ ansats. Empirin som den här studien vilar på har vidare samlats in genom en kvalitativ datainsamling av relevant material och genom åtta semistrukturerade intervjuer med aktiva TikTok användare som konsumerar mode och kläder. För att öka intervjuernas validitet har vidare fältanteckningar tagits under intervjuerna.Utifrån studiens resultat har det framkommit att TikTok som sociala medieplattform har en betydande roll när det gäller konsumtion av mode och kläder. Däremot har det ur intervjuerna framgått att plattformen inte påverkar konsumenter till den grad att det har lett till ett faktiskt köpbeslut. Vidare har det framgått att det gröna gapet går att identifiera i samband med hållbar konsumtion och konsumentbeteende. Kognitiv dissonans var en återkommande faktor när det gällde bortförklaringar och rationaliserande av olika tidigare köpbeslut av mode och kläder samtidigt som en rad andra faktorer kunde identifieras.

With the rise of social media platforms and the increasing popularity of short-form video content, TikTok has emerged as one of the dominant platforms for entertainment, information sharing, and commerce. This thesis aims to examine the influence of community commerce TikTok content on adult users, exploring the impact it has on their purchasing behaviors, perceptions, and overall engagement. The research employs a mixed-methods approach, combining quantitative and qualitative methods in an online survey. The quantitative analysis of results involves assessing demographic data in addition to establishing a clear, unambiguous understanding of the participants including their exposure to community commerce content, motivations for engagement, and existing purchase behavior. In the analysis of qualitative data, open-ended and narrative responses are analyzed. These responses speak to personal realities and provide insight on distinctive opinions. The theories deployed in the design of the study are Social Influence theory, the Stimulus-Organism-Response Model (SOR), and Word of Mouth (WOM). The findings of this research contribute to existing literature on social media marketing, digital commerce, and consumer behavior. The outcome of the study revealed that users feel more inclined to make a purchase in response to TikTok content (compared to traditional marketing) when the content feels catered to their interests and multiple users on the platform attest to a product's value. This category of content is referred to as community commerce, which intersects community, shopping, and entertainment. The elements that make this content unique were revealed to have the power to influence someone who has never made a purchase from TikTok before to be more inclined to do so if the content is relevant enough.  As such, the conclusions of this thesis also imply several implications for society at large. These include a more authentic approach to future influencer marketing, the democratization of trend-setting, and leveling the opportunities for small businesses that are up against larger brands.

Digitaliseringen har förändrat samhället och idag använder en stor del av Sveriges befolkning sociala medier. Tiktok är idag en av världens största sociala medieplattform och det blir alltmer attraktivt för företag att marknadsföra sig på plattformen. I takt med digitaliseringen har konsumenter börjat lita mindre på företagens marknadsföring och istället ökat förtroendet för andra konsumenter. User generated content (UGC) blir alltmer populärt, och konsumenter litar till större del på obetalda åsikter på sociala medier jämfört med marknadsföring från företagen. För att ta reda på om företag bör använda sig av UGC som en marknadsföringsstrategi på TikTok, är studiens syfte att undersöka om UGC på sociala medieplattformen TikTok har en positiv påverkan på konsumenters köpintention. Detta undersöks genom att studera hur variablerna viralitet, medvetenhet, expertis och trovärdighet påverkar konsumenters köpintention. Studiens resultat tyder på att viralitet, expertis och trovärdighet har en positiv påverkan på köpintention medan medvetenhet inte kan påvisa någon påverkan.

Background: The traditional way of product promotion is no longer enough to attract the emerging consumer class; high-quality short video platforms have brought more business opportunities and dividends, providing a new channel for product marketing and promotion. The short video platform of TikTok has strong traffic attributes and intuitive product presentation, and many brands and merchants have shifted their product marketing and promotion positions here. However, brands and merchants lack a deep understanding of the internal mechanism of the influence of TikTok's short videos on the purchase intention of the consumer, cannot grasp the pain points of consumers' demand well, and lack attention to the online shopping experience of consumers. The existing researches mainly analyze the marketing strategies of short videos, and there are insufficient researches on consumers' purchase intention in the context of short videos on TikTok. Purpose: This thesis takes the consumer of TikTok short videos as the research object. Based on SOR theory, three main characteristics of TikTok short videos are selected as independent variables: entertainment, interactivity, and personalization. Meanwhile, social presence is introduced as the intermediary variable to explore the mechanism of influence of TikTok short videos' characteristics on consumers' purchase intention. Method: In this thesis, the questionnaire survey method was used to collect data, and 207 valid questionnaires were collected. Finally, SPSS26.0 statistical analysis software was used to process and analyze the data. Conclusion: The empirical results show that: (1) the entertainment, interactivity, and individuation of TikTok short videos have a positive impact on the purchase intention of the consumer; (2) TikTok short video entertainment, interactive, personalized positive impact on the consumer's sense of social presence; (3) Social presence plays a partial mediating role in the influence of entertainment, interactivity and personalization on purchase intention. According to the research conclusions, this thesis puts forward relevant suggestions for guiding enterprises to use short video platforms to carry out targeted and efficient precision marketing, stimulate the consumer's purchase intention, and maximize the use of short video as a differentiated marketing tool to cultivate their core competitiveness.

On morning of the second of April 2024, a twelve-year-old boy stepped into his elementaryschool in Vantaa, Finland and shot one boy of the same age dead and wounded two girls. In theevent of crisis, a surge for information is created. This thesis aims to study the Swedish newsshow for children, Lilla Aktuellts’, crisis reporting on multiple platforms in the case of theschool shooting in Vantaa. Through applying a multimodal analysis of Lilla Aktuellts’ TikTokvideo, including the comment section, three news broadcasts and a qualitative text analysis ofthe chat communication in the app SVT Duo the study focuses on research questions regardinghow Lilla Aktuellt portrayed the school shooting in Vantaa, Finland, in news broadcasts and onTikTok, if Lilla Aktuellt used constructive elements in to convey the news to its audience, andwhat role hybridity play in the use of digital platforms in reporting. In the study, we found thatLilla Aktuellt portrayed the shooting in a manner which focused on the reactions from thecommunity, whilst the suspected shooter was given relatively little space. Through the selectionof image material and language the shooting was portrayed as woeful and rare. In the reportingconstructive elements were used by opening a 30-minute chat with the school safety expertLena Ljungdahl and two of Lilla Aktuellts’ reporters where children were welcome to posequestions about the incident and their worries and fears about school shootings. Selectedquestions were also incorporated into the following news segments. Using a hybrid approach tothe reporting gave Lilla Aktuellt a chance to reach out with information in different formats, atdifferent points in time and to audiences that don't usually find their broadcasts. It also givesthe chance to interact with the audience.