Introduction: This study investigates aspects of authenticity, branding and taste, in relation to the assortment of goods in shops affiliated with museums and cultural heritage sites. The research questions focus on the categories of products found in the shops, branding strategies and the approach and opinion of the shop regarding authenticity. The introductory hypothesis believed that a strong link between authenticity and taste would be visible in the material. Aim: The primary purpose of this study is to examine the tension between the commercial aspect and the cultural and educational role of museums and cultural heritage sites. Also, previous research has largely focused on cultural-historical museum shops and this study aimed to broaden the field regarding cultural heritage and consumption, by including both museums, and non-museums from several disciplines. Method: The material was procured by field studies and interviews with shop representatives. The sites included are the Vasa Museum, Skansen, the National Museum och Science and Technology, The Royal Palace and Stockholm City Hall. All sites are situated in Stockholm, Sweden. Results: The study concluded that further research should be done based on a more diverse material, in terms of subject and discipline of the sites. Several differences were identified between cultural heritage sites and museums, such as the judicial responsibilities of the museums. The shops belonging to cultural heritage sites aso acted more independently from their institutions, than those of the museums. The introductory hypothesis was mainly disproven, as authenticity was not as significant for the representatives as initially believed. This is a two years master's thesis in Museum and Cultural Heritage Studies.

This thesis aims to find out how fans perceive the authenticity of the Formula 1 documentary series ‘Drive to Survive’. Research has shown that documentaries are challenged from the audience with regard to draw an authentic representation of events while they seek to nevertheless be entertaining to people. Thus, the thesis tries to examine which themes fans focus on when they rate the authenticity of documentary series and how they express authenticity by investigating comments from a fan forum of Autosport.com.  With regard to the theoretical framework, it seems obvious to illuminate the concept of authenticity. Moreover, it is important to put it in context with documentary theories, fandom concepts and reception theories, since the thesis contains data of fans about the documentary series ‘Drive to Survive’ and focusses on its reception of authenticity, meaning how the fans perceive authenticity. To examine relevant data, Mayring’s (2000) approach of a qualitative content analysis is used.  The main results of the thesis are the determination of four themes of authenticity of a documentary series, namely cinematographic manipulations, behind the scenes footage, participants and imposed judgements. But even if the same themes are generally addressed from fans, the focus of the fans on the themes of authenticity varies. Another result is that fans do not express authenticity with the same words, but the comments contain of patterns content wise related to the themes.  As a conclusion with regard to the research focus of fans’ perception of authenticity the thesis shows that it is related to the individual mind. While the reception theory explains that the individual background influences interpretation of content, the concept of fandom illustrates that fans are able to give content an individual meaning which both has effects on their perception of authenticity. Therefore, it remains a challenge for documentary productions to find the balance between entertainment and authenticity.

<p>In recent years, numerous multistate foodborne outbreaks have been reported that are often associated with low moisture foods (LMFs). The survival of microorganisms in low moisture conditions has become one of the major concerns in the food industry. With the increasing number of recalls, it is necessary to ensure food safety by developing and validating the process parameters. Establishing a thermal process requires a detailed understanding of the inactivation kinetics of the target pathogen with respect to both the process (temperature, time, equipment) and the product conditions (water activity, composition). Along with the most widely used conventional thermal processing, there has been an increase in the demand for natural or minimally processed foods. As a result, many alternative non-thermal processing approaches that provide antimicrobial benefits while retaining the quality attributes of the food product are under investigation. This research focused on studying the inactivation kinetics of foodborne pathogens <em>Salmonella enteritidis</em> PT30 and <em>Cronobacter</em> <em>sakazakii</em> in powdered LMFs using both the thermal and non-thermal (cold plasma) processing technologies. The efficacy of a dielectric barrier discharge cold plasma equipment was tested against pathogens <em>Salmonella</em> <em>enteritidis</em> PT30 and <em>Cronobacter</em> <em>sakazakii</em> in LMFs at 70 kV, resulting in 3.8 log reduction in <em>Cronobacter</em>, and 4.41 log reduction in <em>Salmonella</em> after 5 min of cold plasma treatment in pea protein. The cellular damage to the pathogens was examined by transmission electron microscopy (TEM), and the reactive oxygen (ROS: OH, O) and nitrogen (RNS: N₂, N₂⁺) species were identified using optical emission spectroscopy. The RMSE for the model was found to be between 0.11 and 0.36 with the low standard error of the parameters (δ, n, and log N₀), which illustrated that the Weibull model was a good fit for the experimental inactivation data. </p> <p>In the thermal processing study, the inactivation kinetic parameters of these pathogens were estimated at 70, 80, and 90 °C at 0.11, 0.22, and 0.33 water activity in pea protein powder. The non-isothermal temperature profiles were simulated by building a two dimensional, axisymmetric heat transfer model of the test cell. The inactivation parameters D_ref, z_T, and z_aw were estimated in MATLAB by using a one-step non-linear regression analysis, which was a combination of the primary log-linear model with the secondary modified-Bigelow model. The model was found to be a good fit, showing lower root mean square error (RMSE) and residuals. Further, <em>Enterococcus</em> <em>faecium</em> was observed to have higher D-values at all the processing temperatures and water activity levels as compared to <em>Salmonella enteritidis</em> PT30 and <em>Cronobacter</em> <em>sakazakii</em>, which provides valuable evidence that <em>Enterococcus</em> <em>faecium</em> can be used as a surrogate microorganism for validating the thermal process for pea protein powder.</p>

Background: In the digital era, the streetwear fashion industry has undergone significanttransformation due to the rise of social media. Traditional marketing methods have shiftedtowards direct consumer engagement through digital platforms, where brand authenticity andexclusivity are crucial for maintaining perceived value and consumer loyalty. Streetwearfashion, rooted in urban subcultures, relies heavily on these elements to establish and maintainits brand identity.Purpose: This thesis aims to critically examine how streetwear fashion brands utilize socialmedia to manage the authenticity paradox while driving exclusivity. It investigates the impactof these strategies on consumer behavior and brand loyalty within digital spaces.Method: The research employs a qualitative, exploratory design within an interpretivistparadigm. Data was collected through semi-structured interviews with a purposive sample of12 participants, including influencers, brand managers, and consumers actively engaged withstreetwear brands on social media. Thematic analysis was used to identify key patterns andinsights from the data.Conclusion: The findings reveal that streetwear brands effectively use social media to projectauthenticity through transparent communication and cultural engagement, while strategicexclusivity is maintained through limited releases and exclusive collaborations. Thesestrategies not only enhance perceived brand value but also foster strong community ties andconsumer loyalty. The study highlights the importance of balancing authenticity withexclusivity to navigate the competitive digital landscape and sustain brand appeal

Forskningsfrågor: 1. Hur påverkar den upplevda attraktiviteten hos influencers köpintentionen hos deras följare? 2. Vilka faktorer i relationen mellan influencers och konsumenter leder till en ökad upplevd attraktivitet hos influencers? Syfte: Syftet med uppsatsen är att undersöka och få en djupare förståelse för vad som påverkar influencers upplevda attraktivitet. Vidare kommer uppsatsen att undersöka vilka faktorer i konsumenters relation till influencers som leder till köp med attraktivitet i fokus. Följande faktorer som undersökts är attraktivitet, expertis, trovärdighet, community, autenticitet och köpintention. Genom att analysera dessa faktorer i relationer mellan konsumenter och influencers kan studien bidra med insikter som kan ligga till grund för framtida marknadsföringsstrategier. Metod: Studien har utgått från en kvantitativ undersökning där data har samlats in med hjälp av en enkätstudie med 355 respondenter. Vidare har data analyserats med hjälp av analysverktyget SPSS Statistics. I analysprogrammet har korrelationsanalyser, korstabuleringar, Cronbach’s reliabilitetsanalyser och regressionsanalyser genomförts för att tolka insamlad data.  Slutsats: Studien visar att det finns ett mycket signifikant och säkert positivt samband mellan attraktivitet och köpintention. Attraktivitet påverkas dessutom av expertis, trovärdighet, community och autenticitet. Kunder som känner attraktion till sin influencer i den mån att de har liknande intressen och värderingar kommer påverkas av marknadsföring från sin influencer på ett positivt sätt. Företag bör ha det i beaktning när de väljer influencers som ska marknadsföra deras varor. / Research questions: 1. How does the perceived attractiveness of influencers affect the purchase intention of their followers? 2. Which factors in the relationship between influencers and consumers lead to an increased perceived attractiveness of influencers? Purpose: The study aims to investigate and gain a deeper understanding of what affects the perceived attractiveness of influencers. Furthermore, the study will be researching which factors in the consumers' relationship with influencers lead to increased purchases intention, with attractiveness in focus. The following factors investigated are attractiveness, expertise, trustworthiness, community, authenticity and purchase intention. By analyzing these factors in relationships between consumers and influencers, the study can contribute with insights that can form the basis of future marketing strategies. Method: The study has been based on quantitative research where data has been collected using a questionnaire study with 355 respondents. Furthermore, the data has been analyzed using the analysis tool SPSS Statistics. In the analyses program, correlation analyses, cross-tabulations, Cronbach's reliability analyses and regression analyses have been carried out to interpret the collected data. Conclusion: The study shows that there is a very significant and certainly positive relationship between attractiveness and purchase intention. Attractiveness is also influenced by expertise, trustworthiness, community and authenticity. Customers who feel attraction to their influencer to the extent that they have similar interests and values will be affected by marketing from their influencer in a positive way. Companies should take this into consideration when choosing influencers to promote their products.

Background: In the topic of marketing, Artificial Intelligence has a tremendous influence on social media. Deepfake technology which is a product of Generative Artificial Intelligence (GAI) is the tool that simplifies the creation of hyper-realistic videos. In general, this technology has been used in identification thefts, pornographic, propaganda, and spreading misinformation. Thus, this study wonders about the possibility of using this technology in marketing. Therefore, this study focuses on Consumer perception connected to concepts such as Consumer attitude, Consumer trust, and Brand authenticity  Purpose: The purpose of this study is to explore how customer attitude, consumer trust, and brand authenticity are influenced by deepfake videos to understand consumer perceptions towards deepfake videos.  Methodology: This abductive master’s thesis employed a qualitative approach to collect empirical data. Drawing inspiration from semi-structured interviews, questions were formulated for use in five focus groups comprising a total of 24 participants. Thematic analysis was employed as the research methodology to code and categorize the transcriptions. The data obtained from the focus groups were transcribed and coded using Delvetool.  Findings: Consumer perception on the use of deepfake technology in marketing, noting both opportunities and concerns. While deepfake offers potential for brand expansion and streamlined content creation, its illegal use poses societal risks. Participants expressed mixed feelings about deepfake technology, finding it both impressive and daunting. For marketing, deepfake simplifies content creation but must be used legally and aligned with brand identity. Transparency and credibility are crucial to shaping consumer attitudes and trust, which in turn affect brand authenticity. Misuse of deepfake content can harm brand image and credibility, leading to negative consumer perceptions and behaviors. Ultimately, whether perceived positively or negatively, deepfake use influences consumer behavior, either fostering brand loyalty or eroding trust and advocacy.

Influencers wield significant influence over their followers, making it essential to study how they build trust. This paper investigates how influencers Isabella Löwengrip, formerly Blondinbella, and Joakim Lundell, formerly Jockiboi, retained their followers' trust on Instagram during their persona changes. Given Instagram's popularity in Sweden, understanding influencer trust-building is crucial. Using rhetorical analysis, I will examine their official Instagram accounts to identify the strategies they used to maintain trust despite their identity transformations. Online, individuals often adopt identities with enhanced traits, different from their offlineidentity. Existing research reveals a gap in understanding influencers’ persona changes on Instagram. Relevant studies focus on parasocial relationships, online identities, and authenticity. Parasocial relationships involve perceived interactions between media users and figures, fostering identification. Online identities highlight favorable traits, differing from offline personas, while authenticity refers to perceived genuineness. This study aims to bridge this gap by exploring how influencers maintain trust during persona changes, making it a valuable research topic.

This study looks at the online community of crochet content creators on Instagram and the tension between creativity and the demands of online digital labour. Using a multimethod ethnographic approach of semi-structured in-depth interviews and online ethnography, the research aims to analyse the experiences of these creators and see how they navigate maintaining their online presence and satisfying their creative passions. Using the theoretical framework of digital labour and authenticity, the research explores the ways in which Instagram shapes trends and practices within the online handicraft community, by either influencing creative processes and fostering a sense of belonging among users or imposing trends and limiting creative expressions. The blurring of borders between leisure and labour and the real and virtual also come into play in the analysis. The analysis looks at the strategies employed by craft content creators to maintain a balance between work and personal life and other perspectives such as identity, authenticity, the online community, love for the creative craft, and job satisfaction. The results find that personal boundaries are drawn by the creators after experience has made them understand these to be necessary. It is also found that the digital labour they perform is ultimately perceived to be less exploitative and laborious than more traditional forms of work, making it still cemented as a dream job regardless of financial insecurities that may accompany it. This study has implications for the future as ideas of exploitation of online work may be underestimating the positive aspects for creative communities and artists.

<p dir="ltr">Healthcare-acquired infections (HAIs) cause a burden in acute care hospitals in the United States. HAIs are caused by <i>Staphylococcus aureus</i>, along with other pathogens found on high-touch and non-high-touch surfaces in hospital environments (e.g., bed rails, blood pressure cuffs, countertops, and floors). To minimize the growth and cross-contamination of pathogens, it is vital to use disinfectants for surface decontamination. In this work, the impact of different application methods and disinfectant active agents was evaluated for use on different healthcare-related surfaces. The first study examined the cross-contamination potential of an auto-scrubber when used to clean and disinfect a 2m² vinyl floor contaminated with <i>S. aureus</i>. Five EPA-registered disinfectants and a cleaner were used with three application methods. Hydrogen peroxide and quaternary ammonium compounds-based disinfectants significantly resulted in less cross-contamination compared to the cleaner. However, there were no significant differences among the application methods used. In the second study, manual floor cleaning and disinfecting on a two-square-meter vinyl floor with three different moping materials were evaluated to assess their ability to prevent cross-contamination. Evidence showed that there were significant differences among the products used, with Hydrogen peroxide and quaternary ammonium compound products being the most effective. The cleaner caused the most cross-contamination, while cotton mops resulted in significant cross-contamination among materials used. Study three investigated the differences among four application methods used with three different wiping cloths (Cotton, microfiber, and nonwoven) on a 2m² Formica board. A spray surface and wipe method was successful in decreasing <i>S. aureus</i> on the surface. A hydrogen peroxide-based product was most effective in reducing bacteria at contamination areas and minimizing cross-contamination. Microfiber cloth picked up significantly more bacteria at contaminated areas. Post disinfection, there was evidence of cross-contamination at sampling areas regardless of product type, wiping cloth, and application methods used, with the cotton cloth causing the most cross-contamination. Viable bacteria were found on the wiping cloths used and on worker's gloves. Together, this work shows that the use of disinfectants is important in hospital environments. The choice of product, wiping material, and application method are principal in the disinfection process as they influence disinfection failure or success.</p>

This thesis explores the significance of contemporary Christian spirituality for authentic Christian ministry. To this end an extensive survey of contemporary academic literature is conducted. The research bears in mind the almost unprecedented contemporary interest in `spirituality,' both for academics and laypersons alike, and presupposes the need to redefine and understand spirituality for our times. The study yields the finding that contemporary academic spirituality contributes a newfound authenticity to Christian ministry. Spirituality achieves such authenticity for ministry through highlighting and realising a number of outstanding features. These features include: a new global awareness, and an appreciation of spiritual diversity; a `this-worldly' embodiment or `materialism' as integral to spirituality; a rediscovery of the experiential dimension of ministry; a re-awakening of the contemplative spirit as permeative of every dimension of life and activity, and a new inter-disciplinary appreciation of the metaphors, means and stages for spiritual formation and maturation. The hermeneutically sound and convincing contribution of spirituality is ascribed to its growing academic credibility, its utilisation of its own historical tradition and documented experience, and its discriminative deployment of postmodernism's amenability to Christian spirituality. Finally, the thesis is not concerned with distilling practical ministerial activities from spirituality. It strives, rather, for an understanding of ministry at the ontological level, where self-understanding, vocational awareness and a desire for God realise the essence and dynamic of ministry. / Christian Spirituality, Church History and Missiology / Thesis (D.Th.)