The main purpose of this master's thesis is the application of selected methods of internet marketing, checking their effectiveness and controlling their impact to visit rate of regional website. Due to the limited budget my work is mainly focused on inexpensive ways of applications of internet marketing. In the theoretical part I firstly demonstrate the techniques that I deal with. In the practical part I introduce the initial situation of the regional website, including the specifics of its visit rate. After the describing and application of marketing changes, I analyze the same metrics one year later to detect differences and development of website. In the conclusion I offer the concrete recommendations for managers of regional website.

Den globala pandemin covid-19 har lett till att organisationer genomför distansarbete, vilket ökar behovet av digital kommunikation. Högskolor i Sverige är en del av organisationerna som har arbetat på distans det senaste året. Ett kommunikationsverktyg som högskoleanställda har är medarbetarwebbplatsen. Denna studie syftar till att undersöka hur informationsarkitekturen på medarbetarwebbplatsen påverkar anställdas distansarbete. För att göra detta undersöker denna studie Högskolan i Borås medarbetarwebbplats och hur den har påverkat anställdas distansarbete med hjälp av ett teoretiskt ramverk skapad för informationsarkitektur på webbplatser. Studien bygger på data som samlats in från en webbplatsanalys av högskolans webbplats, intervjuer och tänk-högt användartest. Totalt genomfördes tio intervjuer och användartest tillsammans med anställda med olika yrkesroller på Högskolan i Borås. Resultatet visar att högskolans medarbetarwebbplats har de element som efterfrågas i en bra informationsarkitektur, men den uppfyller ändå inte användarnas förväntningar. Det beror på att dessa element inte fungerar som förväntat av användarna. Resultatet visar också att distansarbete har ökat behovet av en funktionell medarbetarwebbplats eftersom fysisk interaktion inte längre är möjlig. Det visar också att eftersom webbplatsens informationsarkitektur gör det svårt att hitta information påverkar webbplatsen anställda på distans som spenderar mer tid än önskat på att söka på webbplatsen. / The global pandemic of covid-19 has led organizations to conduct teleworking, increasing the need of digital communication. Universities in Sweden are part of these organizations that has been teleworking for the past year. One communication tools university employee have is the employee website. This study aims to explore how the information architecture of employee website affects employees’ telework. To do so, this study investigates the employees’ website of Borås university and how it has been affecting employees telework using a theoretical framework created for information architecture on websites. The study draws upon data collected from a website analysis of the university’s website, interviews, and think-aloud user tests. A total of ten interviews and user tests were conducted with employees with different professional roles at Borås university. The results show that the university’s employees’ website does have the elements required in information architecture however, it does not live up to the users’ expectations. That is because these elements, while implemented, do not work as expected by the users. The results also show that teleworking has increased the need of a functional employee website as physical interaction are no longer possible. They also show that, because the information architecture of the website makes it difficult to find information, the website affects teleworkers that spend more time than desired searching on the website.

The doctoral thesis studied the behaviour of scientists on Internet profiles. The scientific community is founded on communication. The advance of research, the evaluation of research results, the reputation of individual scientists - all rest on constant interaction among the community members. The Internet, as a flexible channel for world-wide communication, has a considerable potential for the scientific community. Besides often discussed consequences for scientific publishing, the Internet also offers new opportunities for self-presentation of scientists. In this thesis, the online presence of scientists was studied with a 'positive lens', concentrating on how the Internet can be used to enhance scientists' individual self-presentation. The doctoral thesis consists of five essays: an overview and four essays documenting separate research projects. The research was founded on the radical constructivist understanding of reality. It was classified as connected to three areas: research on science communication, research on digital identity, and research on generation of online content. Viewing the existing literature in these areas, three focal points were identified, which informed and guided the formulation of research aims and the implementation of research projects: focus on Internet self-presentation, assumption of strategic importance, and need for a holistic view. The aims of the thesis were (A) to develop a holistic understanding of scientists' Internet presence, (B) to study behavioural patterns on scientists' Internet profiles, and (C) to develop an instrument to support the development and management of scientists' Internet self-presentation. Based on these aims, four research projects were carried out. Each project pursued own research questions or objectives using suitable methods, yet all contributed to the overall aims of the thesis. Thus the thesis presents conceptual, empirical, and applied findings resulting from a multi-method approach and contributing both to research on Internet self-presentation as well as to practice in the management of online presence.

The doctoral thesis studied the behaviour of scientists on Internet profiles. The scientific community is founded on communication. The advance of research, the evaluation of research results, the reputation of individual scientists - all rest on constant interaction among the community members. The Internet, as a flexible channel for world-wide communication, has a considerable potential for the scientific community. Besides often discussed consequences for scientific publishing, the Internet also offers new opportunities for self-presentation of scientists. In this thesis, the online presence of scientists was studied with a 'positive lens', concentrating on how the Internet can be used to enhance scientists' individual self-presentation. The doctoral thesis consists of five essays: an overview and four essays documenting separate research projects. The research was founded on the radical constructivist understanding of reality. It was classified as connected to three areas: research on science communication, research on digital identity, and research on generation of online content. Viewing the existing literature in these areas, three focal points were identified, which informed and guided the formulation of research aims and the implementation of research projects: focus on Internet self-presentation, assumption of strategic importance, and need for a holistic view. The aims of the thesis were (A) to develop a holistic understanding of scientists' Internet presence, (B) to study behavioural patterns on scientists' Internet profiles, and (C) to develop an instrument to support the development and management of scientists' Internet self-presentation. Based on these aims, four research projects were carried out. Each project pursued own research questions or objectives using suitable methods, yet all contributed to the overall aims of the thesis. Thus the thesis presents conceptual, empirical, and applied findings resulting from a multi-method approach and contributing both to research on Internet self-presentation as well as to practice in the management of online presence.:1 Introduction 2 Theoretical foundation 3 Research areas 4 Research aims and questions 5 Methods 6 Findings 7 Conclusions References Essay 1: Bukvova, H. (2011). Scientists online: A framework for the analysis of Internet profiles. First Monday, 16(10). Essay 2: Bukvova, H. (2012). A holistic approach to the analysis of online profiles. Internet Research, 22(3). Essay 3: Bukvova, H. (2011). Information demand on scientists’ Internet profiles. Sprouts: Working Papers on Information Systems, 11(173). Essay 4: Bukvova, H. (2011). Online Impression Management for Scientists. Sprouts: Working Papers on Information Systems, 11(140).

В работе производится анализ понятия церковной иерархии, ее развития в истории и современного функционирования. Это необходимо для исследования репрезентации церковной иерархии в Интернет-пространстве в силу того, что церковная иерархия является архаическим образованием и без истории вопроса нельзя понять ее сути в современности, в том числе и в интернете. Затем проводится количественный анализ сайтов православной направленности для отбора релевантных ресурсов и исследования оценок темы церковной иерархии в РПЦ на этих ресурсах. / The paper analyzes the concept of church hierarchy, its development in history and modern functioning. This is necessary to study the representation of the church hierarchy in the Internet space due to the fact that the church hierarchy is an archaic entity and without the history of the issue it is impossible to understand its essence in modern times, including the Internet. Then, a quantitative analysis of Orthodox sites is carried out to select relevant resources and study assessments of the theme of the church hierarchy in the Russian Orthodox Church on these resources.

Den här uppsatsen syftar till att analysera och identifiera skillnader och likheter i webbdesign mellan två länder, Japan och Sverige. De japanska och svenska webbplatserna för två företag etablerade i både Japan och Sverige, IKEA och DAIKIN, har analyserats utifrån en modell framtagen av Würtz (2006) i en tidigare studie på området. Denna modell är i sin tur baserad på Halls och Hofstedes teorier om kulturella skillnader och skillnader mellan så kallade låg-kontextuella kulturer (t.ex. Sverige) och hög-kontextuella kulturer (t.ex. Japan). Modellen fokuserar på användandet av animation, främjande av kulturella värderingar som maskulinitet/feminitet och individualism/kollektivism, om individer avbildas tillsammans med produkter eller inte, grad av transparens på webbplatserna och slutligen linjär kontra parallell navigation på webbplatserna. Förutom studien av webbplatserna har två intervjuer hållits med en designer/utvecklare från respektive företag för att få ökad förståelse för hur företagen tänker kring webbdesign.   Studien har inte funnit några väsentliga skillnader i användandet av animation, graden av transparens eller navigation mellan de studerade webbplatserna men skillnader i kulturella värderingar har identifierats. De japanska webbplatserna främjar familjeorienterade värderingar och stereotypiska könsroller i valet av bilder på webbplatserna. De svenska webbplatserna främjar värden som är mer typiska för låg-kontextuella kulturer som till exempel livsstil och frihet. Det har också noterats att det japanska företaget använde sig av en maskot vilket kan tolkas som typisk för japansk kultur. I intervjuerna gav utvecklarna från båda företag liknande svar kring hur de tänker om användande av bilder och animation kontra text på sidorna. Den japanska utvecklaren förklarade att japanska kunder uppskattar kundrecensioner för att minska graden av osäkerhet vilket kan sägas vara typiskt för Japan. Den sammanfattande slutsatsen från studien är att kulturella skillnader i webdesign minskar, kanske på grund av globaliseringen av företag och samhällen. / This thesis aims to analyze and capture differences and similarities in webbdesign between two countries, Japan and Sweden. The Swedish and Japanese websites of two companies established in both Japan and Sweden, IKEA and DAIKIN, have been analyzed based on a model devised by Würtz (2006) in a previous study of the same topic. This model is in turn based on Hall and Hofstede’s theories on cultural differences and differences between so-called low-context cultures (e.g. Sweden) and high-context cultures (e.g. Japan). The model focuses on the use of animation, promotion of cultural values such as masculinity/femininity and individualism/collectivism, individuals being depicted together with products or not, level of transparency in the web design and finally linear vs. parallel navigation on the websites. Besides the study of the websites two interviews were held with a designer/developer from each company to get further input into how the companies think about their web design. The study did not find any significant differences in the use of animation, transparency and navigation between the websites studied but differences in cultural values could be seen in terms of the Japanese sites promoting more family-oriented values and stereotypical gender roles through the pictures used on the websites. The Swedish sites promoted values more typical for low-context cultures such as lifestyle and freedom. It was also noted that the Japanese company featured a mascot which can be said is typical for Japanese culture. Regarding the interviews the developers had similar thoughts on the use of text versus pictures and animations. The Japanese developer explained that Japanese customers appreciate customer reviews in order to lower uncertainty which can be said is typical for Japan. The overall conclusion from this study however is that cultural differences in web design are becoming less, perhaps due to the globalization of business and society.