Diploma thesis "The marketing usage in the social media" deals with the application of the social media in the marketing communication. My target is to create a comprehensive outlook on social media in marketing promotion. What are the most commonly used tools of social media marketing? Which forms of promotion does it offer? How to use these tools correctly? Is the promotion that uses social media effective? How big is its role in the current communication and how do the clients understand the social media marketing? The thesis is divided into two parts. The theoretical one describes the basic definitions of terms for my thesis. Later in the thesis, I am explaining the position of marketing in media and what new elements it has brought. I do this throurgh mapping of the online and social media marketing and promotion resources. Another section of the theoretical part is devoted description of selected social media. As an own contribution to my practical part of diploma thesis, I conducted my own research. It was done in a form of qualitative research, more complex open-ended questions, focused on a smaller group of respondents intended to detect the advantages and disadvantages of the use of social media in current marketing. The conslusion of my thesis deals with the results of my research. Here...

Mental health disorders (MHDs) are among the leading cause of global ill health and disability. Research on MH of social media (SM) content creators is sparse. This study aims to assess whether being a microcelebrity YouTuber has an impact on one's MH. A survey of international YouTubers garnered participants aged 18 to 45 years, mostly male and white. Most common motivations to become a YouTuber were entertainment, and joy/passion. Most were not professionally diagnosed with a MHD; they reported that YouTube use had no effect on symptoms of said conditions. A significant relationship was shown between MH status and YouTube effect on MH status, as well as MH status and life satisfaction. While study findings present minimal impact of YouTubing on MH, this is likely due to our small sample size. Future research on microcelebrity may be beneficial for all SM users, including youth increasingly showing interest in SM and its careers.

Vilka är förväntningarna på en musikvideo inom genren amerikansk hiphop? Många tänker på att en musikvideo ska innehålla pistoler, spontan dans, snabba bilar och avklädda unga tjejer. Precis de inslagen innehåller den typiska musikvideon under tidsperioden 1 januari – 30 september 2017. Det som undersöks i den här studien är hur långt ifrån den normen en populär hiphoppare kan avvika?               Studien är uppdelad i två delar. Den kvantitativa delen innehåller 66 musikvideor av 54 afroamerikanska män, fem afroamerikanska kvinnor, fem vita män, en vit kvinna och en asiatisk man. Utifrån en kvantitativ analys som bland annat visar i vilken miljö musikvideon utspelar sig i, vad artisterna gör och ur vilken kameravinkel artisten visas i, skapas den typiska musikvideon under tidsperioden. Tre av dem valdes utifrån att de mest frångick normen som utgör den kvalitativa analysdelen. Musikvideon till låten ”Glorious” av Macklemore handlar om hans 100-åriga mormor. I musikvideon till låten ”1-800-273-8255” av Logic är huvudpersonen en ung afroamerikansk pojke som upptäcker att han är homosexuell. Den sista musikvideon är ”I’m Better” av Missy Elliot som innehåller välgjord koreografi och snabba kameraklipp. Det är också den musikvideo som innehåller flest element från hiphopkulturen.                 Teorierna som används i studien är det sociologiska begreppet intersektionalitet och Erving Goffmans gestaltningsteori. Metoden är kvantitativ innehållsanalys och den kvalitativa analysen utgår från misé-en-scène som har sitt ursprung inom filmvetenskapen.                Resultatet visar att i en genre där rapparna vill framstå som starka och respektfulla visar musikvideorna till både Macklemores ”Glorious” och Logics ”1-800-273-8255” en stark kärlek till en svag och utsatt person. Att skildra en äldre kvinna i en medelklassbakgrund och en ung homosexuell tonårspojke är vågat inom den här genren. Den här undersökningen kan visa på att alla musikvideor inom hiphoppen inte är homogena utifrån förväntningarna. / What are the expectations for a music video in the American hip hop genre? Many people think that a music video should include guns, spontaneous dance, fast cars and unclothed young woman. Exactly those features contain the normative music video during the time period of January 1 – September 30, 2017. The purpose of this study is analysing how far from that norm a popular hip-hop artist can deviate?               The study is divided into two parts. The quantitative section contains 66 music videos of 54 African American men, five African American women, five white men, one white woman and one Asian man. Based on a quantitative analysis that among other things looks at the environment the music video plays out in, what the artists do and what camera angles the artists are shot in, the normative music video is created during the time period. Three of them were selected on the basis that they most went from the norm and constitute the qualitative analysis parts. The music video for "Glorious" by Macklemore is about his 100-year-old grandmother. In "1-800-273-8255" by Logic is the protagonist a young African American boy who discovers that he is gay. The last music video is "I'm Better" by Missy Elliot which features well done choreography and fast camera clips. This is also the music video that contains the most elements of hip-hop culture.               The theories used in the study are the sociological concept of intersectionality and Erving Goffman's framing theory. The method of qualitative analysis is based on misé-en-scène originating in film science.               The results show that in a genre where the rappers want to appear strong and respectful, the music videos for both Macklemore's "Glorious" and Logic's "1-800-273-8255" show a strong love for a weak and vulnerable person. Depicting an older woman in a middle-class background and a young gay teenage boy is daring in this genre. This study can show that not all music videos in hip hop are homogeneous based on expectations.

The apology video has become a genre of its own on YouTube. Easily recognizable, the particular ways that YouTube creators address controversy on the platform have been subject to extensive parody and media coverage as they rack up drama-fueled views. Despite this satirization, the apology video is a strategic tool for creators to repair tarnished reputations, regain the trust of their audience, and secure their livelihood in the face of public conflict. Through semiotic visual analysis and quantitative content analysis of videos from six popular creators this thesis examines their strategies of apology and expressions of emotional labour as a form of self presentation. The analysis departs from theoretical perspectives on the strategies of apology, the nature of a public crisis, and on performativity. The main findings reveal that the most heavily used strategies of apology are those involving acknowledging an offense, presenting plans to solve or prevent recurrence, and asking for forgiveness. An important factor is discovered to be the visual and behavioral performance of sincerity through aesthetics of intimacy and authenticity. And lastly, findings also indicate that creators discuss emotional labour in relation to facing criticisms or hardship, in worry around maintaining an income, and in order to continuously project a marketable persona.

Marknadsföring genom influerare har under de senaste åren utvecklats från att vara en marknadsföringsmetod till en miljonindustri. Relationen mellan en influerare och hens följare är avgörande för hur väl en influerare utstrålar förtroende och är kapabel till att förmedla trovärdiga åsikter samt rekommendationer. En influerare kan beskrivas som en ”vanlig” människa och även liknas till en vän hos följarna. Detta gör att influerarens rekommendationer kan uppfattas som vänliga och inte alltför säljande eller påtvingande. Genom att förmedla rekommendationer och åsikter om produkter på ett vänligt sätt ökar följarnas förtroende gentemot influeraren, vilket i sin tur påverkar följarnas köpbeslut positivt. Uppsatsens syfte är att jämföra influerares trovärdighet på plattformarna Instagram samt Youtube vid ett betalt samarbete och pressutskick. Detta kommer studien att göra genom att undersöka influeraren Bianca Ingrosso och hennes följares inställning till marknadsföringsmetoderna betalt samarbete och pressutskick. Målet med studien är att bidra med insikter om vad som skiljer betalda samarbeten och pressutskick åt på plattformarna Instagram samt Youtube. I kombination med att få en tydligare bild av vilken marknadsföringsmetod som influerares följare anser förmedlar mest trovärdighet på de båda plattformarna och på så vis genererar i ett köpbeslut. Studiens empiri samlades in genom observationer av 39 Youtubevideos av influeraren Bianca Ingrosso och 490 Instagram-händelser. Innehållsanalys av 4104 kommentarer på Bianca Ingrosso Youtubekanal utfördes och slutligen åtta semistrukturerade intervjuer med Bianca Ingrossos följare. Slutsatsen visade att Bianca Ingrossos följare erhöll ett större förtroende till betalda samarbeten i jämförelse med pressutskick på plattformarna Instagram och Youtube. Främst på grund av att influeraren pratar mer detaljerat om produkterna vid ett betalt samarbete och om sina kunskaper samt erfarenheter till produkterna. I och med att betalda samarbeten med influerare som har aktiva följare kan vara dyrt, är fördelen med pressutskick att det inte krävs någon ekonomisk ersättning till influeraren. Youtube ansågs vara den plattformen dit följarna vände sig för mer personliga tankar samt känslor om produkterna som marknadsfördes vilket bidrog till att Youtube blev plattformen med högre trovärdighet jämfört med Instagram. / Influencer marketing has during the last years developed from just being another marketing method to a million dollar industry. The relationship between an influencer and his or her followers is essential regarding the credibility of the influencer and how capable he or she is in mediating reliable opinions and recommendations. Since an influencer partially can be described as a ”regular” user but also can be seen as friend rather than a famous person by the followers, the recommendations are seen as ”natural” and are not perceived as forced or to selling. By mediating recommendations and opinions of a product in a friendly manner the credibility of the influencer is increasing by the followers. This affects the followers will to purchase the product positively. The purpose of the essay is to compare the credibility of the influencers on the different platforms Instagram and Youtube and also regarding the credibility in paid collaborations compared with press releases. This will be achieved by examine the influencer Bianca Ingrosso and her followers approach to the different marketing methods paid collaborations and press releases. The intensions of the study are to contribute with insights about what differs paid collaborations from press releases on the platforms Instagram and Youtube. Furthermore, another intension is to also investigate which of the two marketing methods the followers of an influencer believe is the most credible one and is more likely to generate in a purchase of a product. The empiricism of the study was gathered through observations of 39 Youtube videos from the influencer Bianca Ingrosso and also from 490 Instagram stories posted by her. A content analysis of the 4104 comments from Bianca Ingrosso Youtube channel was also made and finally eight semistructured interviews with followers of Bianca Ingrosso to collect data. The conclusion showed that the followers of Bianca Ingrosso had a bigger trust in the paid collaborations in comparison to the press releases on the platforms Instagram and Youtube. Mainly due to the influencer talked more detailed about the products in the paid collaborations and also about personal knowledge and former experiences of the product for the followers. Since paid collaborations with influencers with active followers can be expensive, the main benefit with press releases is that no payment needs to be made with the influencer. Youtube was regarded as the platform to where the followers turned to for more personal thoughts and queries about the product that was marketed. This resulted in that Youtube was regarded as a more credible platform than Instagram.

Denna studie undersöker hur influencer marketing i form av sponsrat innehåll i YouTube videor kan påverka köpintentionen hos män och kvinnor födda mellan 1993 och 2001, och vilka faktorer som kan vara mer benägna att påverka detta. Den undersöker också vilka faktorer som kan påverka vilka produkter och tjänster denna målgrupp minns efter att ha exponerats för dem genom sponsrat innehåll på YouTube. Syftet med denna studie är att bidra med kunskap om dessa faktorer till företag som vill investera i denna typ av marknadsföring, för att minimera investeringsförlust. Metoderna som använts för att svara på denna studies frågeställning är netnografi, kvalitativa intervjuer samt en kvantitativ enkät. Resultaten från dessa metoder jämförs med teoretiskt material och slutsatsen som dras är att relevans och pris är de två viktigaste faktorerna som kan leda till köpintention. Det är också viktigt var i videon det sponsrade innehållet placeras, hur ofta produktenmarknadsförs genom samma plattform och influencer och huruvida tittaren har högt förtroende för influencern. En slutsats som också dras är att influencer marketing på YouTube är en effektiv marknadsföringsmetod för att höja varumärkeskännedom. / This study researches how influencer marketing in the form of sponsored content in YouTube videos can impact the purchase intention of men and women born between 1993 and 2001, and which factors that can be more prominent in impacting this. It also researches which factors can impact which products and services this target group remembers after being exposed to them through sponsored content on YouTube. The purpose of this study is to bring knowledge about these factors to companies who want to invest in this type of marketing, to minimize investment loss. The methods used to answer this study’s questions at issue is netnography, qualitative interviews and a quantitative survey. The result from these methods is compared to theoretical material and the conclusion that is drawn is that relevancy and price are the two most importantfactors that can lead to purchase intention. It is also important where you place your sponsored content, how often you market through the same platform and influencer and whether the viewer has high confidence in the influencer. A conclusion is also drawn that influencer marketing on YouTube is an effective marketing method to raise brand awareness.

Syftet med denna uppsats är att med en deduktiv utgångspunkt undersöka vad som bidrar till att urvalsgruppen idag skapar en parasocial interaktion med influencers på YouTube samt vad följderna av detta blir. I genomförandet av denna uppsats har en kvantitativ metod och två kvalitativa metoder använts som utgjort grunden för de empiriska data. Den kvantitativa metoden utgjordes av en webbenkät genomförd av 102 personer med fokus på faktorer som kan stärka en parasocial interaktion. De kvalitativa metoderna utgjordes av en djupintervju och en fokusgrupp. De båda kvalitativa metoderna hade fokus på att fördjupa förståelsen för varför en parasocial interaktion uppstår och vilka egenskaper som är viktiga att en influencer besitter för att en åskådare ska fortsätta sitt följarskap. Utifrån insamlad teori och empiri kunde likheter och skillnader lyftas fram som sedan ledde fram till uppsatsens slutsatser. Slutsatserna visade att det finns olika faktorer som bidrar till att en parasocial interaktion uppstår hos en åskådare och vad påföljderna av detta blir. Det som skapar en parasocial interaktion hos en åskådare är rörligt innehåll, att influencern skapar ögonkontakt och verbalt uttryck, att innehållet i video-klippen är egenproducerat, att personliga och känsliga ämnen tas upp samt kontinuerligt uppdatering. Påföljderna av detta blir att en influencer kan påverka en åskådares beslut och åsikter då en influencer kan ses som en förebild. Dessutom kan en influencer i många fall ses som en faktisk och verklig vän som en åskådare kan känna medlidande och positiva känslor för. / The purpose of this paper is to investigate, with the help of an deductive method, what contributes to the target group creating a parasocial interaction with influencers on YouTube and what the consequences of this will be. In the implementation of this essay, one quantitative method and two qualitative methods have been used which formed the basis for the empirical data. The quantitative method consisted of a web survey conducted by 102 people focusing on factors that can strengthen a parasocial interaction. The qualitative methods consisted of one in-depth interview and one focus group. The two qualitative methods focused on deepening the understanding of why a parasocial interaction occurs and which characteristics are important for an influencer to possess in order for a spectator to continue following the influencer. Based on collected theory and empirical data, similarities and differences could be highlighted which then led to the conclusion of the thesis. The conclusions showed that there are various factors that contribute to develop a parasocial interaction with a spectator and what the consequences of this will be. What creates a parasocial interaction of a spectator is motion picture, the influencer makes eye contact and use verbal expression, the content of the video clips is self-produced, that personal and sensitive topics are addressed and continuous updating. The consequences of a parasocial interaction are that an influencer can influence a spectator's decisions and opinions as an influencer can be seen as a role model. In addition, an influencer can in many cases be seen as an actual and real friend as a spectator can feel compassion and positive feelings for the influencer.

Aujourd'hui, de nombreux appareils sont capables de capturer des vidéos en Full HD et d'utiliser une connexion réseau pour accéder à Internet. La popularisation des dispositifs et les efforts continus pour améliorer la qualité du réseau ont apporté un environnement propice à l'essor de la diffusion en direct. De par la grande quantité de contenu généré par les utilisateurs, la diffusion de flux en direct présente de nouveaux défis. Dans cette thèse, nous nous intéressons à la distribution et au transcodage des systèmes de diffusion en direct. Pour étudier les différent aspects des systèmes de diffusion en direct nous avons besoin de les caractériser et d'évaluer les solutions proposées avec des traces pertinentes. Par conséquent, notre première contribution est un ensemble de données et son analyse, contenant trois mois de traces de deux services de streaming en direct. Ensuite, nous avons exploré et développé des solutions pour la distribution du contenu produit par ces platesformes. L'un des défis est l'hétérogénéité de popularité des flux. Ceci implique généralement un surdimensionnement des services et par conséquent un gaspillage de ressources. Enfin, nous nous sommes focalisés sur les difficultés posées par le transcodage des flux en direct. Les opérations de transcodage sont coûteuses en ressources CPU et sont des étapes clés pour le Streaming à Débit Adaptatif (SDA). Nous montrons que le SDA est capable de réduire le coût en bande passante pour la distribution et d'augmenter la qualité d'expérience des téléspectateurs en échange d'un coût en ressources CPU. Pour comprendre le compromis entre les avantages et les coûts, nous formulons deux problèmes de gestion. / Today many devices are capable to capture full HD videos and to use its network connection to access Internet. The popularization of devices and continuous efforts to increase network quality has brought a proper environment for the rise of live streaming. Associated to the large scale of Users Generated Content (UGC), live streaming presents new challenges. In this thesis we target the delivery and transcoding of live streaming systems.First, to study the aspects we target of live streaming systems we need to characterize them and evaluate the proposed solutions with relevant traces. Therefore our first contribution is a data set, and its analysis, containing three months traces of two UGC live streaming services.Second, we explored and developed solutions for the delivery of the content produced by these platforms. One of the challenges is the heterogeneity among streams popularity, which generally implies over-provisioning and consequently resource waste. We show that there is a trade-off between the number of servers involved to broadcast the streams and the bandwidth usage among the servers. We also stress the importance to predict streams popularity in order to efficiently place them on the servers.Lastly, we target the difficulties concerning transcoding of live streams. The transcoding operations over streams are computing consuming and are key operations on adaptive bit rate streaming. We show that adaptive streaming is able to reduce the delivery bandwidth cost and to increase viewer quality of experience at the cost of computing resources. We formulate two management problems to address the trade-off between benefits and costs.

Indiana University-Purdue University Indianapolis (IUPUI) / The purpose of this study was to examine the relationships among motives for health-related YouTube use, cognitive involvement with health information on YouTube, post-exposure online activity, and sense of empowerment regarding health and health care. As a result of the analysis of data from 263 participants, social utility, convenient information-seeking, habit-passing time, and exciting entertainment motives were identified as four motives for health-related YouTube use. Social utility and convenient information-seeking motives were positively related to cognitive involvement and cognitive involvement was positively related to perceived control. Social utility motive was negatively related to perceived competence, whereas convenient information-seeking motive was positively related to perceived competence. Habit-passing time motive was negatively related to goal internalization, whereas convenient information-seeking and exciting entertainment motives were positively related to goal internalization. The findings from this study imply that YouTube could be a useful health communication media for health professionals and organizations to use for empowering users in coping with health-related concerns.

Title: Analysis of social networks of NHL clubs Objectives: The aim of this thesis is to analyze content of social media posts from NHL clubs. Based on that I will establish recommendations which content should be published on each social media for other ice hockey clubs. Methods: In my thesis I used these methods: content analysis, statistical methods. I collected data from social media and wrote them in prepared tables. Data were collected from four social media platforms from five NHL clubs. Statistical methods helped for interpretation and for establishing recommendations. Results: With categorization of each post published by NHL clubs on each social media platform I could establish recommendations which content should be published on each social media. Keywords: social media, NHL, Facebook, Twitter, Instagram, YouTube, content analysis