Social media has become an important tool for communication and marketing, and proper use of visual and textual information is very influential in social media marketing. Research has gone a long way explaining how information content significantly influences decision-making, however, it still lacks the knowledge about how different forms of information (such as textual, visual and audio-visual) in social media affects decision-making.  The aim of this study was to identify the use of social media by international students for choosing study abroad destinations, as well as the forms of information content that have a greater influence in their decision-making process. To achieve the aim, a qualitative approach was applied to collect data through semi-structured interviews with fourteen international master students at Stockholm Business School in Sweden. This study shows that social media has a low influence on international students’ decision-making with regards to the choice of study destination; however, they use social media as a search tool to conceptualise and justify their choice, feel stronger about their decision, and to increase their confidence. This study suggests that social media could indirectly or subconsciously play a part in students’ choice of study destination as the students could be subconsciously affected by social media information, in particular, by visual and audio-visual information. Moreover, information contents such as videos that are more provocative, based on multisensory and emotional cues, could have a greater influence on the international student. Additionally, international students experience higher levels of trust when they feel that the content is authentic. Finally, the thesis concludes with theoretical implications and recommendations for further research.

As a result of the increase of digitalisation in today’s society, the Swedish school system requires a certain degree of digital competence amongst teachers, affecting the foundation of how their teaching practice is structured. Therefore, this study aims to investigate to what extent Swedish EFL/ESL teachers in the primary years incorporate digital tools in their teaching practice, and more specifically how – and why – they are used to facilitate learners’ vocabulary acquisition/learning. In this qualitative study, five Swedish EFL/ESL teachers in the primary years participated. The five participants work at five different schools, in three different municipalities. The empirical data was collected through semi-structured interviews. The results of these indicate that vocabulary drills, generally given as homework, are the primary method of teaching English vocabulary to the EFL/ESL learners, requiring them to learn consciously and intentionally. Moreover, the results imply that a variation of tasks and teaching tools, as well as a frequency in exposure of content, is necessary for beneficial vocabulary acquisition/learning. Further, it is evident that digital tools have a profitable effect on learners’ motivation and consequently their learning. Finally, it is clear that what matters when incorporating digital tools is how they are used, rather than that they are used.