The Covid-19 pandemic, as a health and economic crisis, has significantly affected consumers, businesses and industries in all parts of the world. In this study, the aim was to investigate how situational factors, the covid-19 pandemic, affected consumer behavior regarding food purchases via e-commerce instead of physical stores. This has been done through a qualitative method in the form of 15 semi-structured interviews that have taken place via the Zoom program. The study sample consisted of a combination of both a goal-directed and convenience sample, where the authors chose the interviewees based on their circle of acquaintances and based on three different criterias, (1) the interviewees live in either the Salem or Södertälje municipality, (2) the interviewees need to be at least 18 years old to participate in the study and (3) the interviewees must have purchased food via e-commerce after the emergence of the covid-19 pandemic. The study's question is: How has the covid-19 pandemic affected consumers over the age of 18 in Södertälje and Salem municipalities when buying food, from shopping in physical stores to shopping via e-commerce? The authors analyzed the empirical data with regard to the study's theoretical frame of reference. The results of the study showed that the situational factor, the covid-19 pandemic, has been a contributing force in a change in consumer behavior when purchasing food starting from physical stores to e-commerce. This has been demonstrated by the fact that the interviewees' subjective norm, attitude and evaluation of alternatives have been influenced by the situational factor. Some trends have also been found in the empirical study, where one of the trends concerns the perceived behavioral control, which has been shown to have the opposite effect. Post-purchase evaluation in The Consumer Purchase Decision-Making Process has been shown to be for the most part positive in the interviewees answers and finally, WOM-communication has had an impact on consumer behavior inconnection with the impact of the covid-19 pandemic. / Covid-19-pandemin, som både en hälso- och ekonomisk kris, har väsentligt påverkat konsumenter, företag och industrier i alla delar av världen. I denna studie var syftet att undersöka hur situationella faktorer, covid-19-pandemin, påverkat konsumentbeteendet gällande inköp av livsmedel via e-handeln istället för fysiska butiker. Detta har genomförts via en kvalitativ metod i form av 15 semistrukturerade intervjuer som skett via Zoom-programmet. Studiens urval bestod av en kombination av ett målstyrt och bekvämlighetsurval, där författarna valde intervjupersonerna utifrån deras bekantskapskrets och utifrån tre olika kriterier, att (1) intervjupersonerna bor i antingen Salem eller Södertälje kommun, (2) intervjupersonerna behöver vara minst 18 år gamla för att delta i studien och (3) intervjupersonerna måste ha handlat livsmedel via e-handeln efter covid-19-pandemins uppkomst. Studiens frågeställning lyder: Hur har covid-19-pandemin påverkat konsumenterna över 18 år i Södertälje och Salem kommun vid inköp av livsmedel, från att handla i fysiska butiker till att handla via e-handel? Författarna analyserade empirin med hänsyn till studiens teoretiska referensram. Studiens resultat visade att den situationella faktorn, covid-19-pandemin har varit en medverkande kraft i ett ändrat konsumentbeteende vid inköp av livsmedel från fysiska butiker till e-handeln. Detta har påvisats genom att intervjupersonernas subjektiva norm, attityd och utvärdering av alternativ har påverkats av den situationella faktorn. Även en del trender har upptäckts i empirin, där en av trenderna berör den upplevda beteendekontrollen, vilket har visats ha en omvänd effekt. Utvärdering efter köpet i  The Consumer Purchase Decision-Making Process har visats vara för den övervägande delen positiv och slutligen har WOM-kommunikationen haft en påverkan på konsumentbeteendet i samband med covid-19-pandemins inverkan.

Solicitud de embargo por publicación en revista indexada. / El presente trabajo busca examinar de manera holística los indicadores claves que determinan el grado de calidad de un servicio web. Para el modelo se propone que las variables diseño web, información web, seguridad/privacidad, servicio al cliente y cumplimiento influyan positivamente en la satisfacción electrónica, confianza electrónica, lealtad electrónica, y boca a boca electrónica. Se recopiló información de 300 usuarios con experiencia en compra electrónica en retailers, para comprobar las hipótesis propuestas se analizaron los resultados mediante la técnica de mínimos cuadrados parciales (PLS). Los resultados mostraron que las dimensiones de e-TailQ tienen efecto positivo en e-satisfaction y e-trust, sin embargo web layout, web information y customer service no guardan relación con ninguna de estas. Además, e-satisfaction y e-trust guardan relación con e-loyalty; e-loyalty y e-satisfaction tiene efecto positivo con e-wom, sin embargo e-trust no lo hace con esta variable pero sí con e-satisfaction. Posteriormente se analizan los resultados comparándolos con investigaciones similares de autores relevantes que se han realizado en otros contextos. Para finalizar se desarrollan las implicancias a la gerencia, las limitaciones del estudio y futuras investigaciones, teniendo como expectativa brindar información precisa para abordar nuevas estrategias en retailers peruanos. / The present work seeks to examine in a holistic way the vital indicators that determine the degree of web service quality. For the model, it is proposed that the variables web design, web information, security/privacy, customer service and compliance positively influence electronic satisfaction, electronic trust, electronic loyalty, and electronic word of mouth. Information was collected from 300 users with experience in electronic purchasing in retailers, to verify the proposed hypotheses, the results were analyzed using the partial least squares (PLS) technique. The results showed that the e-TailQ dimensions have a positive effect on e-satisfaction and e-trust, however web layout, web information are not related to any of these. Customer service is also not related to both variables. Furthermore, e-Satisfaction and e-trust are related to e-loyalty; e-loyalty and e-satisfaction have a positive effect with e-wom, however e-trust does not do so with this variable but with e-satisfaction. The results are subsequently analyzed by comparing them with similar investigations by relevant authors that have been carried out in other contexts. Finally, the implications for management, the limitations of the study and future research are developed, with the expectation of providing accurate information to address new strategies in Peruvian retailers. / Tesis / PE

Title: The power of eWOM and online reviews on Generation Z - a quantitative study about to what degree do eWOM and online reviews influence Generation Z’s purchase intention regarding interior design in Sweden. Background: This thesis explains the influence of electronic word of mouth (eWOM) and online reviews on the purchasing intention of Generation Z, the world's largest consumer group, within the interior design industry in Sweden. As a result of their constant exposure to marketing through various platforms and social media, eWOM and online reviews have become increasingly influential in consumer purchasing intention. Purpose: The purpose of this research is to explain to what degree do eWOM and online reviews influence Generation Z’s (those born between 1995-2005) purchasing intention regarding interior design in Sweden. Method: The empirical findings were obtained using quantitative research with a deductive approach. Data collection was done through an online survey completed by participants born between 1995-2005 and did not exclude any other age groups. After analysing the findings through an independent sample t-test and Cronbach’s alpha test, they were compared and contrasted with the existing literature to determine their similarities and differences. Conclusion: Overall, this research contributes to our knowledge of consumer behaviour and provides guidance for companies and their marketers aiming to target Generation Z. Understanding the influence of eWOM and online reviews enables companies to adapt their marketing strategies to align with this generation's preferences and trust factors.

Abstract  Background: E-commerce and omni-channel retailing strategies have emerged with digitalization. Digital channels have affected many parts of the daily life for consumers and as a result the consumer’s decision-making processes have become more complex. Born natives are a generation of consumers that have grown up having access to digital technology and their behaviors form a unique phenomenon as consumers within the omni-channel environment. At the same time, continuous growth in the Swedish furniture industry has allowed for new retailing strategies to emerge. The sample of born natives born during the 1990’s provides a unique insight in how these consumers behave and interact in the Swedish omni-channel furniture retailing environment.  Research question: How does the omni-channel retailing environment affect decision-making Purpose: The purpose of this study is to explore how digital native consumers who now comprise a larger consumer segment on the furniture market perceive the omni-channel environment in addition to how the digital omni-channel environment affects their decision- making process when it comes to furniture purchases in terms of perceived risks, purposes, and consumer benefits.  Methodology: This study is of qualitative nature which approaches the research problem and purpose with a relativistic philosophical stance. Semi-structured interviews were conducted to provide relevant data by individual consumers, and which have been analyzed with a hermeneutical approach. An inductive approach was adopted to explore the phenomenon.  Conclusion: Consumers perform multiple different actions and adopt different behaviors when operating in the furniture omni-channel retailing environment. Risk aversion, identity building, entertainment and channel selection are all aspects of furniture shopping that are impacted by digital natives operating in the omni-channel retailing environment.

Word of mouth has been considered a big factor for why brands do not need to make excessive marketing efforts, due to consumers recommending their products or services to other consumers through WoM. Given this thesis explores the relationship between WoM, complaints and repurchase intentions of consumers when it comes to fast-food restaurants, the WoM mostly is that of a negative aspect. This to see how the consumers feel about the area of fast-food and how they themselves spread their Word of Mouth, how and if they complain and what their intentions are on repurchasing. The empirical findings were obtained using a qualitative method. There were 25 interviews conducted with different consumers from three different countries. Later these findings were analyzed with the theoretical framework of this thesis.  The conclusion of the thesis is that the consumers are more likely to spread WoM, both positive and negative depending on their experience with the brands. As the theory mentions, it is the experience that the consumer is after. However, also that if a product is excessively marketed, and that the product does not live up to said marketing, how dissatisfied the consumer becomes with it. / <p>Då kursen bedrevs via zoom, så hade vi presentationen via zoom också. </p>

Frågeställningar: Hur ser företags processer ut för att skapa innehåll till sociala medier? Hur engagerar sig konsumenter till innehåll som företag publicerat på sociala medier? Syfte: Det huvudsakliga syftet med studien är att beskriva och förklara företags processer för att skapa innehåll till sociala medier och analysera konsumenters engagemang till innehåll som företag publicerat. Studien syftar även till att tillhandahålla en konceptuell figur för hur förloppet att skapa, publicera och följa upp innehåll mellan ett företag och ett konsultbolag ser ut. Det avslutande syftet är att kunna ge rekommendationer till företag om hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. Metod: Studien hade en induktiv ansats med ett explorativt syfte. Undersökningen genomfördes med en kvalitativ metod. Data samlades in genom personliga intervjuer och genom en observationsstudie med en kompletterande intervju. En kvalitativ dataanalys utfördes för att analysera insamlad empirisk data. Resultat: Företags processer till att skapa innehåll är otillräcklig och det finns utrymme för förbättring. Det framkom även att konsumenter har ett större engagemang till innehåll som företag publicerat om konsumenternas vänner rekommenderat innehållet, om det är humoristiskt eller har ett välgörande ändamål. Teoretiskt och praktiskt bidrag: Det teoretiska bidraget är att utveckla processen till att skapa innehåll på sociala medier. Praktiska bidrag är i form av rekommendationer till företag angående hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. / Research questions: Do companies have processes to create content for social media? How do consumers engage in content that companies have published on social media? Purpose: The main purpose of this study is to describe and explain companies’ processes to create content for social media and analyze the consumers’ commitment to the content that companies have published. Another purpose is to provide a conceptual model for the course of creating, publishing and following up content between a company and a consulting firm. Finally we aim to give recommendations to companies about how they can develop their use of social media as a marketing tool. Method: The study has an inductive approach with an explorative purpose. The survey was performed using a qualitative method. The data was collected by means personal interviews and an observational study with an additional interview. This empirical data was analyzed using a qualitative data analysis. Results: The companies’ processes to create content are insufficient. The study also revealed that consumers have a greater commitment to content published by companies if their friends have recommended the content, if it is humoristic or related to charity. Theoretical and practical contributions: The theoretical contribution is to develop the process to create content on social media. The practical contribution is in the form of recommendations to companies about how they can develop their usage of social media as a marketing tool.

Under de senaste åren har det blivit allt vanligare för konsumenter att använda sig av sociala medier, främst inom turismindustrin. Det är vanligt för konsumenter att idag stöta på nya destinationer och att viljan av att resa uppstår genom sociala medier. Denna studie handlar om att få en djupare förståelse av hur destinationsmarknadsföring tolkas av konsumenter. För att uppnå syfte har dessa två frågeställningar formulerats, Hur möts konsumenterna av destinationsmarknadsföring på sociala medier? och Vilket inflytande påstår konsumenterna att destinationsmarknadsföring inom sociala medier har på deras köpbeslut av destination?. Den empiriska materialinsamlingen har tagits fram genom att genomföra 20 kvalitativa intervjuer på konsumenter. Valet av att genomföra intervjuerna på konsumenter var för att få konsumenternas perspektiv av det valda forskningsområdet. För att analysera den empiriska materialinsamlingen har studien utgått ifrån fem teorier, Social media marketing, Konsumentens beslutsprocess, WOM och eWOM, Personliga egenskapers påverkan på konsumenternas köpbeteende och Push- och Pull faktorer. Studien har kommit fram till att konsumenter ofta möts av destinationsmarknadsföring i sin vardag på sociala medier. Samt att mötet även har ett stort inflytande på konsumenternas köpbeslut, då viljan av att resa uppkommer och beslutet av destination tas. / Over recent years it has become increasingly common for the general populous to use social media, especially for companies and consumers in the tourism industry. This affects the way potential consumers learn about new destinations and also influences their opinions on said places. The aim of this study is to gain a deeper understanding of how destination marketing is interpreted by consumers. In order to achieve this, two questions needed to be answered: How do consumers come across destination marketing on social media? and In what way do consumers feel destination marketing impacts their purchasing decisions? Interviews were conducted with 20 consumers to obtain qualitative data in order to gain an insight on the consumers perspective. Empirical data was analyzed using five different theories: Social Media Marketing, The Buyer Decision Process, WOM and eWOM, Personal Characteristics Affecting Consumers Behavior and Push- and Pull Factors. This study shows that consumers encounter destination marketing on social media often and also that destination marketing has a significant influence on consumers purchasing decisions as it encourages travel and allows selection of destination.

Studien syftar till att analysera equity- och debt baserad crowdfunding i förhållande till studiens primära teori om elaboration likelihood model (ELM) och hur dess variabler påverkar potentiella investerares investeringsbedömningar. Informationsasymmetri och behavioral finance har inkluderats i studien som två kompletterande delteorier. För att undersöka detta har studien avgränsats till potentiella investerare som geografiskt är bosatta i Stockholms län. Undersökningen har genomförts med hjälp av semistrukturerade intervjuer där totalt elva potentiella investerare har intervjuats. Respondenterna har baserats på ett snöbollsurval. Intervjuerna har skett genom att respondenterna tagit del av fyra scenarion som innehåller variabler kopplade till teorin om ELM. Studiens resultat påvisar att potentiella investerare bedömer samt väljer investeringsprojekt utifrån den centrala vägen i ELM teorin, som karaktäriseras av projektets kvalitet vilken är motsatsen till den perifera vägen som istället belyser elektronisk word of mouth (WoM). / The study aims to investigate how equity- and debt based crowdfunding in relation to the study’s primary theory of elaboration likelihood model (ELM) and its variables effect on potential investors’ investment decision. Information asymmetry and behavioral finance has also been included in the study as two complementary theories. To investigate this, the study has been delimited to potential investors who are geographically resident in Stockholm County. The survey has been conducted using semi-structured interviews, where a total of eleven potential investors have been interviewed based on a chain sampling. The potential investors have been presented four scenarios that contain variables linked to the theory of ELM. The study's findings show that potential investors assess and choose investment projects based on the central path of ELM theory, characterized by the quality of the project and opposite to the peripheral road that instead illuminates the electronic word of mouth (WoM).

Das IceCube Neutrino-Observatorium ist ein am geografischen Südpol im Eis installierter Neutrinodetektor. In IceCube werden Neutrinos mit Tscherenkow-Strahlung von Sekundärteilchen aus Neutrino Interaktionen detektiert. Für den Nachfolgedetektor IceCube-Gen2, werden neue und verbesserte Lichtdetektoren gesucht. Die vorliegende Arbeit beschreibt die Entwicklung eines dieser Lichtdetektoren. Dieser basiert auf Wellenlängen schiebenden und Licht leitenden Technologien. Der Detektor mit dem Namen "Wavelength-shifting Optical Module" (WOM) verwendet eine transparente Röhre, mit wellenlängenschiebender Farbe, als passiver Photonendetektor. Das in der Wellenlänge verschobene Licht wird durch Totalreflexion, zu kleinen PMTs an beiden Enden geleitet. Die Auswahl dieses Designs reduziert die Kosten und verbessert das Signal-Rausch-Verhältnis wesentlich, möglicherweise können mit dieser Lösung extragalaktische Supernova in zukünftigen Detektoren beobachtet werden. Als eine Kernkomponente wird die wellenlängenschiebende Röhre ausführlich untersucht. Verschiedene Messaufbauten und Auswertungsmethoden werden entwickelt, um diese im Anschluss zu untersuchen und zu bewerten. Iterative Verbesserungen der Materialien und des Farbauftrageverfahren als auch Messmethoden, resultieren in einer kombinierten Einfang-, Wellenlängenschiebe- und Transporteffizienz von 28,1 +/- 5,4 % der Röhre. Ein Model zur Beschreibung des Lichtverhaltens in der Röhre wird entwickelt um eine Diskrepanz zwischen Theorie und Messung zu untersuchen. Die Kombination zwischen Messung und Model, bestätigt die Aussagekraft des Models und zeigt, dass ein Großteil der Verluste beim Lichttransport zustande kommen. Darüber hinaus werden die physikalischen Eigenschaften des WOM in die IceCube Simulationsumgebung eingebaut. Der Vergleich zu einem Konkurrenzmodul zeigt eine Überlegenheit des WOM um den Faktor 1,05 +/- 0,07. Es werden Vorschläge und Ausblicke für Verbesserungen der Leistungsfähigkeit des WOMs gegeben. / The IceCube Neutrino Observatory is an in ice neutrino detector located at the geographic South Pole. In IceCube neutrinos are detected via Cherenkov light produced by secondary particles in neutrino interactions. For the upgraded detector IceCube-Gen2, new and improved light detectors are sought-after. This work describes the development of one of those light detectors based on a novel combination of wavelength-shifting and light-guiding technology. The detector named the Wavelength-shifting Optical Module (WOM) utilizes a large transparent tube, coated with wavelength-shifting paint as a passive photon detector. The wavelength-shifted light is guided via total internal reflection towards small active light detectors, at each end of the tube. This design reduces costs and improves the signal to noise ratio significantly, thereby potentially enabling extragalactic supernova detections in future detectors. As a core component, the wavelength-shifting tube is extensively investigated. Different measurement setups and evaluation techniques are developed and investigated. Iterative improvement of materials and coating techniques as well as measurement methods currently result in a combined photon capture, shift and transport efficiency of 28.1 +/- 5.4 % for the tube. Those results contrast the theoretical maximum of 74.5 %. A model is developed to describe the light propagation and loss processes in the tube and to understand the discrepancies between theory and measurement. The combination of the measurements with the model, validate the descriptive qualities of the model and show that most of the light is lost during the light propagation in the tube. Additionally, the physical properties of the WOM are included in the IceCube simulation framework. A comparison to a competing module showed that the WOM outperforms by a factor of 1.05 +/- 0.07 in photon detection numbers. Where applicable, suggestions and outlooks are given to enhance the performance of the WOM.

With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. Originating from this development was the concept of user-generated content (UGC), which implies that people were able to enrich each other’s user-experiences by sharing creative efforts and communicating openly (O’Reilly, 2007).   As Web 2.0 features continued to grow, marketers became aware of the opportunities this new development online created and how they could use it to their advantage (De Chernatony &amp; Christodoulides, 2004). The development online however also faces companies with challenges, as consumers now are able to create and share opinions and thoughts about brands, which to an extent is uncontrollable by companies (Christodoulides et al., 2012). Just as marketer-controlled communication can create new brand associations in the minds of consumers, for better or worse - so can also externally-generated communication, such as brand-related UGC, do.   Knowing that consumers generally trust what other consumers say about products more than marketing communication (Cheong &amp; Morrison, 2008; Song &amp; Yoo, 2016), and that there does not exist much research on how consumers perceive brand-related UGC, this is a considerably important topic to study. A classic way of studying communication effectiveness is through credibility, which is argued to be a major determinant of whether consumers accept and adopt what is communicated (e.g. Hovland et al., 1953). Thus, the purpose of this thesis is to gain an understanding of how consumers assess credibility of brand-related UGC and furthermore, what their consequent responses are.   A qualitative approach was taken as the purpose is to gain insight rather than proving a point. The interviews were semi-structured and formed around three Instagram posts relating to a specific brand, which were deliberately chosen based on the content of the theoretical framework developed. Through using these example cases, interviewees’ first reactions could be captured and their reasoning around credibility could be followed and discussed.   The results from this study indicate that there exists a certain level of irritation as well as a scepticism towards brand-related UGC. This seem to stem from a suspicion that most content that promotes products and brands is part of sponsored collaborations, into which consumers put noticeably much distrust. Beyond questioning sponsorship, it was also found that the source played a particularly important role when assessing credibility. When a source is familiar, it is easier to determine credibility of brand-related UGC, and credibility furthermore increases with perceived expertise, attractiveness and trustworthiness. The channel through which a message is communicated also matters, as it is more difficult to be ingenuine through a video than an image or a text, which implicated that consumers may find videos more credible than other media formats. The message itself was also deemed to influence the credibility assessment, as the message was questioned both based upon common sense but also on knowledge and previous experience.   As for practical implications, this study indicates that encouraging or generating positive brand-related UGC through paid collaborations, is a balancing act, into which much consideration needs to be put. With the evident irritation that consumers feel when it comes to brand-related UGC, marketers should be careful to push too much positive brand communication onto the consumer, or it will turn negative. To come across as genuine, the “who”, ”what” and ”how” of communication should be carefully considered.