The purpose of this thesis is to find and categorize differences in the language used inonline reviews by early adopters. By filling this gap in knowledge, marketers can betterunderstand the nature of an online review, be it derived from professional or amateurearly adopters. These categorizations aim to pinpoint differences between professionalsand amateur reviewers who are considered to be early adopters of technology. Publiclyavailable third-party data was analysed using a descriptive text analysis tool, LIWC(Linguistic Inquiry and Word Count). The results regarding the professionals are highly conclusive seeing the uniformity of thepopulation. They compose long format, highly analytic, unpartisan reviews which canbe perceived as inauthentic due to the formality of the text and lack of personal opinions.With these traits, professional online reviews are subjected to the risk of alienating theiraudience, thus losing their influence over the potential adopters. The amateurs were not as uniform as the professionals. However, there are cleartendencies of shorter formats, personal experience-based writing which comes off as moreauthentic compared to the professionals. Within the population of amateurs, one canclearly distinguish that satisfied amateur reviewers’ write shorter reviews but morefrequently, compared to dissatisfied amateur reviewers who write longer format, but notas frequently. Due to the clear and statistically supported differences between the two populations, theyare easily distinguishable from each other. This also shows in their motives to post onlinereviews. Where professionals are financially incentivised, amateurs find their motivationin intrinsic motivators such as altruistic, egotistic, and other self-fulfilling motivators. These distinct differences enable marketers to allocate their efforts towards eitherprofessionals or amateur reviewers in order to achieve the desired market effect. To reacha customer on an emotional level, they should promote amateur reviews. But in order todisplay unadulterated facts and figures, they should promote professional reviews.

Today there is a global growing discourse regarding sustainability and the need for ecological responsibility. This in combination with the high level of shortage of accommodation on the market in Sweden and Stockholm, which is the geographically limitation of this study. One strategy to handle the shortage of accommodation and the high vacancy levels is property development through conversion where the change of use is in focus. This study is an exploratory study were the aim is to investigate how the existing property portfolio can be used to benefit the aspects of sustainability by conversion and a circular economic business model. There is also a goal to deepen the understanding of the incentives and market strategies in relation to conversion. The chosen method for this research is to use an abductive research method to ascertain the possibility for changes along projects’ life-time. Qualitative data have been collected with semistructured interviews as the main source where the respondents have been projects managers, and other essential actors, on a few selected companies as well as influential actors within the real estate sector. The three dimensions of sustainability, ecological, social and economic, have different influential roles depending on which explaining model that are studied. Also, there could be a ‘fourth dimension’ of sustainability, the cultural dimension, which widens the perspective. Further, the need for an environmental change have led to the birth of another economic model; circular economy. Here the traditional linear economic model is challenged with a model where recycling together with re-usage are in focus. Conversion is a strategy that is more frequently used now then for example 20 years ago, but the concept could have a larger role in today’s society. This could be seen as a circular economic approach for the construction, and/or real estate, industry, in which there have been investigations whether this new economic business model could have a bright future. Although, the actors on today’s market do believe that the traditional linear economic model is a better fit since it provides them with a larger profit in a shorter amount of time. Furthermore, the actors do believe that a circular economic business model is a good approach, but it is unfortunately not economically defendable in a large scale today. Since the market is full of uncertainties there are few actors that are willing to step into the world of conversion. / Diskussionen gällande hållbarhet och ett ekologiskt ansvar är idag ett stort globalt samtalsämne. Detta i kombination med den stora bostadsbristen som råder i Sverige och i Stockholm, för vilken är den geografiska avgränsningen i denna studie. En strategi för att lösa bostadsbristen och höga vakansnivåer är med hjälp av fastighetsutveckling genom konvertering där ändrande av användningsområde står i fokus. Denna studie är utforskande med syftet att undersöka hur det går att använda sig av det befintliga fastighetsbeståndet för att gynna hållbarhetsaspekterna med hjälp av konvertering och en cirkulärekonomisk affärsmodell. Målet är också att få en djupare förståelse för incitamenten och marknadsstrategier i relation till konvertering. Vi har valt att använda en abduktiv undersökningsmetod. Kvalitativ data har samlats genom semistrukturerade intervjuer som huvudkälla där respondenterna har varit projektledare, och andra viktiga aktörer, på diverse utvalda företag såväl som inflytelserika aktörer inom fastighetsbranschen. De tre hålbarhetsdimensionerna, ekologiska, sociala och ekonomiska, har olika inflytelserika roller beroende på vilken förklarande modell som studeras. Det skulle också kunna finnas en fjärde hållbarhetsdimension, den kulturella dimensionen, som breddar perspektivet. Vidare så har behovet för en miljömässig förändring lett till skapandet av en annan ekonomisk modell; cirkulärekonomi. Här utmanas den traditionella linjärekonomiska modellen av en modell där återvinning och återanvändning står i fokus. Konvertering är en strategi som allt mer frekvent används idag än för exempelvis 20 år sedan, men detta koncept skulle kunna ha en ännu större roll i dagens samhälle. Detta skulle kunna ses som ett cirkulärekonomiskt tillvägagångssätt för bygg- och/eller fastighetsbranschen där det funnits undersökningar gällande om denna nya ekonomiska affärsmodell skulle kunna ha en ljus framtid till mötes. Dock tror dagens aktörer på marknaden att den traditionella linjärekonomiska modellen passar dem bättre då den är mer ekonomiskt lönsam på en kortare tid. Vidare tycker dessa aktörer att den cirkulärekonomiska affärsmodellen är ett bra tillvägagångssätt men att den tyvärr inte är ekonomiskt försvarbar i en större utsträckning idag. Eftersom marknaden är full av osäkerhet finns det enbart få aktörer som är villiga att ta klivet in i konverteringsvärlden.

<p>In recent years, the successful expansions of Swedish fashion companies have mainly relied on their ability to turn fashion into brands. However, when companies grow it seems to be difficult to maintain the original brand identity as well as to establish a unique brand image in the minds of the consumers. With regard to this matter the purpose of our thesis was to investigate the brand image of Acne Jeans. Our ambition was to examine to what extent the brand image coincided with the brand identity and if brand associations differed between different consumer segments. In order to fulfil our purpose, we have conducted a questionnaire study of a sample of 130 students at Stockholm University. The findings of our study show that the brand image of Acne Jeans did not coincide with the brand identity regarding the aspects of individuality and innovativeness. We further concluded that there were several differences between the associations of those in possession of Acne apparel and those who did not own any Acne items. Finally, the associations of early adopters were investigated. The result indicated that the brand associations in this group did not deviate from the general opinion of the total sample.</p>

In recent years, the successful expansions of Swedish fashion companies have mainly relied on their ability to turn fashion into brands. However, when companies grow it seems to be difficult to maintain the original brand identity as well as to establish a unique brand image in the minds of the consumers. With regard to this matter the purpose of our thesis was to investigate the brand image of Acne Jeans. Our ambition was to examine to what extent the brand image coincided with the brand identity and if brand associations differed between different consumer segments. In order to fulfil our purpose, we have conducted a questionnaire study of a sample of 130 students at Stockholm University. The findings of our study show that the brand image of Acne Jeans did not coincide with the brand identity regarding the aspects of individuality and innovativeness. We further concluded that there were several differences between the associations of those in possession of Acne apparel and those who did not own any Acne items. Finally, the associations of early adopters were investigated. The result indicated that the brand associations in this group did not deviate from the general opinion of the total sample.

Detta arbete undersöker mobilt socialt nätverkande med smartphones som verktyg och har som syfte att belysa subjektiva värden i användandet hos en grupp så kallade ”early adopters”. Vi tittar närmare på hur samhället förändras i takt med att tekniken utvecklas, och ser till vilka konsekvenser och behov denna utveckling skapar. Vidare analyserar vi en grupp yrkesverksamma personer inom IT – och Mediabranschen, som ligger i framkant vad gäller teknikanpassning. Vi studerar hur de använder det sociala mediet Facebook i kombination med produkten iPhone, och analyserar det resultat vi får fram från intervjuer och observationer mot den teoretiska modellen Theory of Consumption Values. Denna modell används för att reda ut olika typer av upplevda värden hos vår nämnda intressegrupp, såsom; funktionella värden, sociala värden, emotionella värden, epistemiska värden samt situationsberoende värden. Genom att göra en resultatanalys kommer vi fram till att de främsta värden som vår intressegrupp ser med det kombinerade användandet av Facebook och iPhone handlar om tillgänglighet och information. Vi ser också hur det sociala nätverkandet är fokuserat på den personliga framtoningen, dvs. det personliga varumärkets betydelse för dessa människor, samt att kunskap om ny teknik och trender är mycket viktigt för dessa i deras arbete. / This thesis analyzes mobile social networking, with the use of smartphones. The purpose is to illustrate what subjective user values there are for the user type known as "early adopters". We look deeper into how society is changing due to how technology is advancing, and what consequences these changes bring us. Furthermore, we study a specific group of people, professionally engaged within the IT and Media business and therefore progressive in adopting new technologies. We study their use of the social network Facebook combined with Apple’s iPhone, and analyze the result of interview research and observations, using the theoretical model Theory of Consumption Values. This model is used to clarify different types of user-experienced values, such as functional values, social values, emotional values, epistemic values and conditional values. By analyzing the result, we find that the prime values among our participants concern availability and information. Distinguishing how social networking among our participants focuses on personal approach, the value of the personal trademark, and how knowledge and accessibility with new technologies and trends come to be extremely important within their profession.

This thesis deals with creating of unique shopping lists management application and we used the newest startup techniques and principles during its development. All our hypotheses were tested by early adopters and the new courses of development were based on their feedback. The result of this thesis is a mobile application for Android operating system which is placed on Google Play market and two its components which will extend the application on the market. The main component is inteligent sorting of items on the shopping list by the supermarket model, which is created from last purchases in this supermarket. The second one is web application enabling us send new shopping lists to the mobile device.

This study aims to provide an overview of the attitude toward mobile banking among early adopters in Myanmar. By conducting exploratory interviews with ten bank employees, factors that are important for the adoption of mobile banking were also identified. The qualitative method allowed factors beyond the existing technology adoption frameworks to emerge. From the results, it was concluded that the attitude toward mobile banking is overall positive among the early adopters. Findings were aligned with the Technology Acceptance Model (TAM), suggesting that perceived usefulness and perceived ease of use are important factors for the usage of mobile banking. Social influence did not show any consistent results, but external barriers such as regulations and cash-based society were evidently important factors for adoption. Moreover, experience showed to have an impact on the participants’ attitude and the adoption of mobile banking. The findings from this paper could work as a foundation when formulating future hypotheses for mobile banking adoption in Myanmar. Regarding practical contributions, banks can get an insight into what is important to focus on when designing a strategy to increase the rate of mobile banking adoption. For future research, it would be of interest to extend the sample and collect data from both users and non-users. / Denna studie syftar till att ge en övergripande bild av attityden mot mobila banktjänster bland tidiga användare i Myanmar. Genom explorativa intervjuer med tio bankanställda, identifierades också faktorer som är viktiga för att anamma mobila banktjänster. Den kvalitativa metoden möjliggjorde faktorer som ligger utanför de befintliga teoretiska ramverken att vara del av studien. Från resultaten drogs slutsatsen att attityden mot mobila banktjänster är övergripande positiv bland de tidiga användarna. Resultaten låg i linje med modellen Technology Acceptance Model (TAM), vilket tyder på att uppskattad användbarhet och uppskattad användarvänlighet är viktiga faktorer för anammandet av mobila banktjänster. Socialt inflytande visade inga konsekventa resultat, men externa barriärer som regleringar samt kontantbaserat samhälle visade sig vara viktiga faktorer för anammandet till mobila banktjänster. Dessutom påverkade erfarenhet deltagarnas attityd mot och anammandet av mobila banktjänster. Resultaten från denna rapport kan användas som en grund vid formulering av hypoteser i framtida forskning inom implementering av mobila banktjänster i Myanmar. Vad gäller det praktiska bidrag från denna studie, kan bankerna få en inblick i vad som är viktigt att fokusera på vid utformning av strategi för att öka användningen av mobila banktjänster. För framtida forskning vore det intressant att utöka urvalet av deltagare och samla in data från både användare och icke-användare.

新商品上市後造成流行的機率低於25%（Cooper & Kleinschmidt, 1990；Cooper, 2011），但Rogers（唐錦超，民95）的創新擴散模型實驗卻提出若早期採用者接受新商品並分享他們的創意使用價值，則能影響早期消費大眾較快且容易接受新商品且在市場上誘發流行。因此本研究的動機是希望透過資訊技術，首先確認早期採用者存在於網路族群之中，再萃取被網際網路大量資料包圍的網路早期採用者與其在新商品的創意使用價值資料，希望能夠藉此影響早期消費大眾的接受意願，並跨越他們之間的鴻溝(Moore, 1991)。 本研究目的是探討即使網路早期採用者與早期消費大眾兩者之間無實體的社會關係網絡時，網路早期採用者所創造的新商品創意使用價值，還是能夠影響早期大眾消費者購買的意願，以形成一種新型創新擴散模式。實作上是將網路早期採用者的創意使用價值，設計成廣告宣傳單直接刺激早期消費大眾，觀察新商品是否被他們接受。經過購買意願問卷回收、整理和分析消費者族群與接受程度，證實網路早期採用者的創意使用價值確實能引起早期消費大眾往高購買意願的族群移動。 再者，企業為了能夠在市場生存競爭獲勝，必須比其他同業更早挖掘出稀少且有價值的資訊幫助新商品跨越鴻溝，協助企業獲得更多的利益。雖然本研究提出的新型創新擴散模式，能提高早期消費大眾接受新商品的意願，但是在人機互動的資料分析過程中，耗費過多人力。因此本研究再根據文字探勘的IDF概念提出ICF演算法，藉以縮小決策範圍並且得到效率前緣的機會點，依然能在眾多的資料中也萃取出網路早期採用者的微弱創意使用價值，同時降低人工作業、專家主觀解讀和決策制定的複雜度的問題，得到高品質的效率方案。 / The chance for a new product to be prevalent is lower than 25% (Cooper & Kleinschmidt, 1990; Cooper, 2011). However, in Rogers’ innovative diffusion model (Rogers, 2003), he proposed that if early adopters accepted new products and shared their innovative use value with others, the early majority may accept the new products quickly and readily. First of all, this study intends to use information technology to make sure that the early adopters exist on the Internet world. Then the author tries to extract innovative use information employed by the early adopters who are surrounded by huge amount of information. Hopefully, the early majority can be affected by such measures. That is, in the process of consuming merchandise, consumers tend to build mutual affections, value, and psychological sensation. This may enable the new products to cross over the chasm between the early adopters and early majority (Moore, 1991; 1995). The purpose of this study is to explore the innovative use value created by early adopters existing on the Internet world. It is to affect the purchasing intention of the early majority when there is no social relationship network between early adopters and early majority so as to build a new innovative diffusion model. In order to achieve this, the innovative use value created in the Internet by the early adopters was designed as commercial fliers to directly stimulate the early majority. It is used to observe whether new products are accepted by the early majority. The experimental results proved that this measurement surely can move the early majority toward groups with high intention. Moreover, talking about the continuing existence of a business, one needs to find out the rare and valuable information in the early stage in order to make the new products to cross over the chasm. The new innovative diffusion proposed by this study is able to extract the innovative use value created by the early adopters in Internet. And, for the purpose of reducing manpower and contracting the weak innovative information created by the early adopters, this study was conducted by using ICF algorithm which is derived from IDF concept existing in the text mining. It is to narrow the range of policy making, gain the chance point from the effect frontier, improve the quality and efficiency when making a decision, and reduce subjective judgement made by experts, which may help decision makers to make an effective policy based on their advantage and preference, and in the end, to reduce the complexity of making a policy.

<p>The purpose of this final thesis isto develop a model for justification and evaluation of RFID technology. RFID is a new, relatively untested, technology using radio signals for automatic identification of different objects. Our theoretical frame of references focuses on research about RFID and implementation iss ues, we also conducted case studies and interviews in order to learn about RFID. Most RFID installations of today are Pilots or early adopters wanting to try new technology. A lot of the written sources were reports from consultancy firms or suppliers of technology. </p><p>Implementing RFID in real environment gave important insights into potentials and limitations of the technology. It proved that it is difficult to achieve sufficient readability in a steel environment. We also learned that one should not underestimate the time for installation and tuning in order to meet higher readability. The project finally resulted in an iterative model for justification and evaluation of RFID technology.</p>

The purpose of this final thesis isto develop a model for justification and evaluation of RFID technology. RFID is a new, relatively untested, technology using radio signals for automatic identification of different objects. Our theoretical frame of references focuses on research about RFID and implementation iss ues, we also conducted case studies and interviews in order to learn about RFID. Most RFID installations of today are Pilots or early adopters wanting to try new technology. A lot of the written sources were reports from consultancy firms or suppliers of technology. Implementing RFID in real environment gave important insights into potentials and limitations of the technology. It proved that it is difficult to achieve sufficient readability in a steel environment. We also learned that one should not underestimate the time for installation and tuning in order to meet higher readability. The project finally resulted in an iterative model for justification and evaluation of RFID technology.