This diploma thesis discusses the image of menstruation in the mass media and in user generated content. Menstruation is a biological process that is essential for reproduction. It not only plays a specific role from the biological point of view, but also from the cultural aspect. Menstruation has remained a taboo and been stigmatised for many years. Today this topic is no longer completely taboo, but some stigma and stereotypes remain. This diploma thesis is based on the theory of social construction of reality, where the mass media is considered one element involved in the construction of this reality. The aim of this work is to analyse the image of menstruation in the mass media created by professionals and compare it with the image of this topic in user generated content created by the public on social networks. Two research methods are used to obtain a comprehensive view of the specific issue - a quantitative content analysis and qualitative framework analysis. The quantitative content analysis is used to establish the frequency and occurrence of the topic of menstruation within mass media. The framework analysis is used to establish how this topic is represented and framed in the mass media and in user generated content.

The interest of researchers and practitioners in e-Word-of-Mouth has accelerated with the rise of social media platforms. In the last decade it became more apparent that customers are not merely recipients of product and brand information, but also active participants in shaping product and brand perceptions. However, still no comprehensive understanding of customers’ desire to engage in positive and negative e-Word-of-Mouth has been found. Therefore, this study focuses on Customer Engagement in order to provide knowledge on what makes customers engage in e-Word-of-Mouth. We narrow our study to New Product Introductions due to their crucial role in both business success and failure. In order to study this topic, quantitative methodology using big data analysis of around 20 millions tweets in total, with text analysis of around three million items, obtained from Twitter has been applied. The findings indicate that Brand Benefits and Innovativeness Level are two important aspects that impact Attitudinal Engagement which enables Customer Engagement Behavior.

Datum: 2023-05-30 Nivå: Kandidatuppsats i Företagsekonomi, 15 hp  Institution: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet  Författare: Alva Landberg (96/07/03), Emma Inge (98/02/15), Felicia Schönning (98/11/02)                                                                                 Titel: Användargenererat innehåll på TikTok och dess påverkan; En kvantitativ undersökning av generation Z's köpintention och köpbeslut Handledare: Pejvak Oghazi Nyckelord: Användargenererat innehåll, Attityder, Elektronisk Word of Mouth (eWOM), Generation Z, Köpbeslut, Köpintention, TikTok Forskningsfrågor: (1) Hur påverkar användandet av TikTok generation Z’s köpbeslut? (2) Har användargenererat innehåll på TikTok något samband med generation Z’s köpintention? (3) Hur påverkas generation Z’s köpbeslut av användargenererat innehåll på TikTok? (4) Hur påverkar användandet av TikTok generation Z’s attitydkomponenter; kognitiv, affektiv och beteende? (5) Vilka skillnader finns mellan generation Z och millennials vid användandet av TikTok?   Syfte: Syftet med denna studie är att undersöka ifall användargenererat innehåll på sociala medieplattformen TikTok påverkar generation Z's köpintention och köpbeslut. Metod: Studien är baserad på en kvantitativ forskningsansats där primärdata samlats in i form av en digital enkätundersökning. Datan samlades in med ett resultat av 183 respondenter med ett bortfall på 30, vilket gav 150 validerade svar. Datan analyserades sedan via en korrelationsanalys, Cronbach’s alfa, regressionsanalys och en korstabulering i det statistiska dataprogrammet SPSS. Slutsats: Resultatet visade att användargenererat innehåll på TikTok har ett samband med generation Z’s köpintention och köpbeslut. En ökad användning av TikTok bidrar till att attitydkomponenterna; kognitiv, affektiv, beteende påverkas positivt av rekommendationer från användare på TikTok, vilket bidrar till en ökad köpintention som senare leder till ett köpbeslut. / Date: 2023-05-30 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Alva Landberg (96/07/03), Emma Inge (98/02/15), Felicia Schönning (98/11/02)  Title: User-generated content on TikTok and its impact; A quantitative study of generation Z's purchase intention and purchase decision Supervisor: Pejvak Oghazi Keywords: Attitudes, Electronic Word of Mouth (eWOM), Generation Z, Purchase decision, Purchase intention, TikTok, User Generated Content (UGC) Research questions: (1) How does the use of TikTok affect generation Z's purchase decisions? (2) Does user-generated content on TikTok relate to generation Z's purchase intention? (3) How does user-generated content on TikTok influence generation Z’s purchasing decisions? (4) How does using TikTok affect generation Z's attitudinal components; cognitive, affective, and behavioral? (5) What are the differences between generation Z and millennials when using TikTok? Purpose: This study aims to investigate if user-generated content on the social media platform TikTok influences generation Z's purchase intention and purchase decision. Method: This study is based on a quantitative research approach where primary data has been collected through an online survey. The data was collected with a result of 183 respondents with a non-response rate of 30, which gave a total of 150 validated responses. The data were analyzed through a correlation analysis, Cronbach's Alpha, regression analysis and a cross-tabulation in the statistical data program SPSS. Conclusion: The result showed that user-generated content on TikTok has a connection with generation Z's purchase intention and purchase decision. Increased use of TikTok contributes to the attitudinal components; cognitive, affective and behavior is positively affected by recommendations from users on TikTok, which contributes to an increased purchase intention that leads to a purchase decision.

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The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. This changing trend of consumer behavior has also driven the businesses to act accordingly and introduce sustainability within business process including production, offerings and distribution with an objective of protecting environment. Apart from the environmental benefits, getting involved in the environmentally friendly activities also enable the businesses to enjoy higher profit margins, positive brand image, higher employee commitment and above all competitive advantage. Current literature shows that, because of enormous benefits businesses are also getting involved in transforming sustainable consumption through different marketing activities to avoid poor sales of green products. Brand generated contents, defined as contents shared and controlled by the business itself on its owned or earned platforms, is often used by the marketers and businesses to share information or justifying premium pricing of green products. The primary purpose of this study is to develop insights and understand the relationship between different factors driven by brand generated contents and green purchase intention. The study is implemented by a quantitative study where 156 respondents have shared their perceptions and thoughts related to different factors of brand generated contents on social media platforms that they perceive to influence their purchase intentions to green products. Even though green consumerism and green purchase intention is not a new concept within field of research, connecting it with brand generated content is a completely new phenomenon. Existing literature suggests that researchers have tried to measure the green purchase intention mostly based on uncontrollable factors by marketers or different traditional consumer theory. Some other researchers have also tried to connect green purchase intention with user-generated content completely overlooking its counterpart, brand generated content. Five constructs have been developed based on existing literature: knowledge awareness, perceived concern for environment, perceived product value, attitude and trust of contents. A survey questionnaire was developed with three sections- demographic section to comprehend the respondents, behavioral section to understand purchase behavior of respondents related to green products and final section to understand the perception of consumers. The finding demonstrates interesting insights with perceived concern for environment and attitude to be positively significant and trust of content to be negatively significant to green purchase intentions. However, the finding is believed to assist the marketing practitioners and businesses to develop marketing strategies for green products and develop contents accordingly. Furthermore, the study aims to contribute theoretically within the field of brand generated content and green purchase intention by filling the gap and linking each other. Finally, the study has significant potential of contributing to society by helping in promoting environmentally friendly products and protecting the environment.

Le jeu vidéo est une œuvre hybride difficilement qualifiable. À la frontière entre forme d’art et divertissement, il s’est imposé dans toutes les classes sociales et auprès d’individus de tous âges depuis les années 1980, et ce, partout dans le monde. Au Canada, l’industrie vidéoludique s’est installée dans les années 1990 et a pris une importance considérable depuis le début des années 2000. Or, la loi canadienne sur le droit d’auteur ne prévoit rien quant au jeu vidéo. Est-il protégé ? Si oui, comment le qualifier ? Est-ce un programme d’ordinateur ou une œuvre cinématographique ? Nous verrons que sa qualification n’est pas si aisée, notamment en raison des catégories d’œuvres prévues dans la loi canadienne sur le droit d’auteur. Aussi, il est intéressant de voir comment un pays comme le Japon, dont l’industrie vidéoludique est établie depuis le début des années 1980, conçoit le jeu vidéo selon sa loi sur le droit d’auteur et surtout le qualifie. Nous verrons d’ailleurs que la qualification proposée par la jurisprudence japonaise soulève également des questions. De plus, le jeu vidéo, étant donné son aspect interactif, soulève également des enjeux en ce qui a trait à la titularité des droits d’auteur et voisins. Au Canada, les enjeux tournent davantage autour des contenus générés par les utilisateurs, à savoir les joueurs, dont les formes sont très variées. Au Japon, les enjeux de titularité sont davantage dus à l’ancienneté de l’industrie vidéoludique japonaise et à la difficulté d’en localiser les titulaires afin de développer des remakes et remasters. Nous verrons d’ailleurs que le gouvernement japonais a pris en considération ce problème et est en train de réformer la loi japonaise sur le droit d’auteur afin de répondre aux besoins de l’industrie vidéoludique. / Video games are a hybrid work that is difficult to describe. Straddling the border between art form and entertainment, they have become popular with all social classes and individuals of all ages since the 1980s, all over the world. In Canada, the video game industry took root in the 1990s and has grown considerably since the early 2000s. However, Canadian copyright law is silent on video games. Are they protected? If so, how can they be qualified? Are they computer programs or cinematographic works? We will see that its qualification is not so easy, in particular because of the categories of works provided for in the Canadian copyright law. It is also interesting to see how a country like Japan, whose video game industry has been established since the early 1980s, conceives of video games under its copyright law and, above all, how it classifies them. We will see that the classification proposed by Japanese jurisprudence raises questions as well. In addition, video games, given their interactive nature, also raise issues with respect to copyright and neighbouring rights ownership. In Canada, the issues revolve more around user-generated content which takes many different forms. In Japan, copyright ownership issues are more due to the long-standing nature of the Japanese video game industry and the difficulty of locating rights holders in order to develop remakes and remasters. We will see that the Japanese government has taken this problem into consideration and is in the process of reforming the Japanese copyright law in order to meet the needs of the video game industry.

This study investigates the growing integration of Artificial Intelligence (AI) in educational settings, specifically focusing on detecting AI-generated content in students’ English essays. As AI technologies like ChatGPT and Gemini become more prevalent, understanding their impact on education is crucial. This research aims to identify the linguistic features that lead English as a Foreign Language (EFL) teachers to suspect AI involvement in student work. By conducting semi-structured interviews with eight EFL teachers from lower upper secondary and high schools, the study examines their experiences and perspectives. Using the Technological Pedagogical Content Knowledge (TPCK) framework, the study analyzes the crossing of technology, pedagogy, and content knowledge, highlighting the opportunities and challenges AI presents in contemporary education. The findings show the dual role of AI as both a beneficial tool for improving learning and a challenge to maintaining academic integrity. Despite the limitations, such as the evolving nature of AI, the research highlights the need for teachers to balance the benefits of AI with preserving authentic student work. Future research directions include exploring more effective AI detection methods and understanding the long-term impact of AI on students’ critical thinking skills.

No / Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.

Résumé Cette recherche a débuté avec l’idée que l’Internet est en train de changer la manière dont nous créons des connaissances et du contenu culturel. Notre point de départ était d’utiliser l’Internet afin de rassembler et amplifier plusieurs points de vue dans un processus de design. Une approche complexe a exposé l’Internet comme un système et conséquemment comme une plateforme pour l’innovation. La structure ouverte de l’Internet a soutenu le mouvement participatif des usagers qui ont choisi de partager leurs besoins, leurs désirs et leurs solutions. Notre recherche a pour but d’étudier ce contenu généré par les usagers en ligne et comprendre sa valeur pour les designers. Les usagers créatifs veulent s’exprimer et participer activement dans le processus de design. Notre recherche tente de démontrer que les designers ont beaucoup à apprendre du contenu généré par les usagers car ceux-ci soumettent des éléments qui ont attrait à toutes les étapes du processus de design et révèlent des relations présentes dans la situation de design à l’étude. Pour en apprendre plus sur ce contenu nous nous demandons : Quel type d’information offre le contenu généré par les usagers pour la phase de recherche dans le processus de design. Afin de centrer la portée de l’étude, nous nous sommes aussi questionné si cette information est plus pertinente au design de produits, au design de services ou au design de système de produits et de services. Aspirant aux idéaux du design participatif, notre méthodologie fut développée afin d’apprendre comment le contenu généré par les usagers pourrait influencer le processus de design. Pour ce faire, nous avons choisi de chercher sur l’Internet pour du contenu qui concerne la mobilité via l’usage d’une automobile. Les trois différents types de média considérés étaient les vidéos sur YouTube, les images sur Flickr et les textes sur Blogger. Afin de répondre à notre première question de recherche, nous nous sommes penchés sur deux éléments lorsque l’on recherche pour le design : les espaces de design et les relations de design. Premièrement, nous avons catégorisé le contenu récolté selon l’espace problème, créatif et solution. Deuxièmement, nous avons catégorisé le contenu dépendant de laquelle des relations de design elle démontrait soit une combinaison d’usagers, objets et contextes. Dans le but de répondre à la deuxième question de cette recherche, nous avons examiné trois types V de produits de design : les automobiles privées comme produit, le partage de voiture comme système de produit et de service, et le taxi comme service. Chaque élément pertinent généré par les usagés trouvé dans cette recherche fut catégorisé jusqu’à ce que l’on récolte 50 échantillons pour chaque combinaison de ces variables. Nous en sommes arrivés avec une matrice de 50 éléments de chaque produit de design, pour chacun des médias, puis catégorisé selon les espaces de design et les relations dans le design. Cette recherche démontre que l’Internet, comme médium, produit les conditions avantageuses pour que les usagers partagent de grandes quantités de contenu original et diversifié qui est pertinent aux situations de design. À partir de nos données de recherche, nous avons identifié des tendances dans le contenu généré par les usagers. Notamment, nous sommes en mesure d’affirmer que le contenu généré par les usagers offre de l’information pertinente à la recherche pour le design, et ce dans tous les espaces de design et toutes les relations de design. Il en fut de même pour les différentes issues du design car du contenu sur les produits, les systèmes de produits et de services et les services était présent et pertinent. Bref, nous avons démontré que l’Internet supporte la créativité et conséquemment il y abonde de contenu créatif produit par les usagers. Suivant dans les traces dessinées par d’autres chercheurs en design participatif, cette étude devrait être considérée comme un nouvel exemple des moyens qu’ont les designers pour percevoir les besoins tacites des usagers en leur permettant d’exprimer leurs idées. Alors que ceux-ci créent librement et intuitivement ainsi exposant leurs besoins, solutions et idées, les designers peuvent porter un regard de tierce partie sur les résultats. Jumelant des techniques comme le crowdsourcing et le brainstorming, nous avons créé une nouvelle activité et le néologisme : brainsourcing. En demeurant dans une forme de pratique réflexive, les designers peuvent réfléchir et ajouter au contenu généré par les usagers qui lui n’est pas biaisé par une éducation ou une culture du design. Ce processus est similaire au design participatif professionnel où le brainsourcing est une activité parallèle lorsque le designer fait des recherches pour le design. C’est cette perspective sur la somme des idées des participants qui peut contribuer à comprendre la complexité de la situation de design. VI Cette recherche a aussi soulevé des questions par rapport à l’effet de démocratisation de l’Internet. Bien que les usagers n’ont pas l’éducation, ni les habiletés des designers, ils aspirent à démocratiser le processus du design en voulant participer activement et en exposant leurs besoins, idées et solutions. Nous avons pu déterminer que les usagers n’étaient pas qualifiés pour entreprendre le processus complet du design comme les designers professionnels, mais nous avons observé directement la capacité des usagers à mettre de l’avant leur créativité. À propos de la relation entre les usagers créatifs et les designers, nous avons étudié des langages communs tels les scénarios et les prototypes. Tous deux sont présents dans le contenu généré par les usagers que nous avons récolté dans nos recherches sur Internet. Ceci nous a mené vers une nouvelle perspective sur l’activité du design où des opportunités créatives ressortent d’une conversation avec les usagers. Cette recherche a dévoilé de grandes tendances dans la manière dont les usagers communiquent naturellement dans un processus de design. Nous espérons avoir offert un aperçu de comment les designers peuvent prendre avantage de tous les types de contenu généré par les usagers en ligne. Dans le futur, nous souhaitons que les designers aient la possibilité d’interagir avec les participants en prenant le rôle de facilitateur de la conversation. La responsabilité du résultat ne tombe pas sur les épaules du designer car son mandat est d’assurer le bon fonctionnement du processus. Les designers rejoignent les usagers en ne demandant plus comment les choses peuvent être créées, mais pourquoi elles devraient exister. En tant que designers, nous aspirons à générer plus à partir de nouvelles connaissances, nous aspirons à créer plus de sens. Mots clés: Recherche en design, complexité, design participatif, contenu généré par les usagers, démocratisation, Internet, créativité, crowdsourcing, brainstorming, brainsourcing, réflexion-en-action. / Abstract This research started with the idea that the Internet is changing the way we gather knowledge and create content. The Internet was used to bring multiple points of views to interact and amplify each other within the design process. A complex approach helped understand the Internet as a system and consequently a platform for innovation. The Internet’s open structure led to a rise of participative users exposing their needs, wants and solutions. Our research has studied this user generated content over the Internet and its relevance to the design process. Creative users want to express themselves and to participate directly and proactively in the design development process. This research argues that designers have much to benefit from user generated content because users submit elements pertaining to all design spaces and reveal elements of the relationships present in a design situation under study. To learn more about this new content we ask: What type of information does user-generated content provide for researching for design? To further narrow the scope of this research, we also wondered: Is this information more pertinent to product design, service design or product service systems? In a participatory like effort, our methodology was developed to learn how user generated content could influence the design process. To do so, we chose to search over the Internet for content concerning mobility via the use of an automobile. The three different media types we considered were videos on YouTube, images on Flickr and text entries on Blogger. To answer our first research question, we focused our attention on two elements when researching for design: design spaces and design relationships. Firstly, we categorized the content we gathered between problem, creative and solution spaces. Secondly, we categorized the content depending on which design relationship it portrayed, thus affecting a combination of users, objects and contexts. To answer the second question of this research, we examined design outcomes of three types: private automobiles as a product, car sharing program as a product-service system, and taxis as a service. Each element of pertinent user generated content found in our research was categorized until we collected 50 samples for every combination of variables. We ended up with a matrix where 50 II elements of each design outcome had been collected in the form of each type of media and then categorized according to both design spaces and design relationships. This study has shown that the Internet as a medium produces the right conditions for users to share a large quantity of original and diverse content pertinent to a design situation. From our data collection, we were able to identify some trends in user generated content. More importantly, we can affirm that user generated content provides pertinent information when researching for design in all design spaces and design relationships. The same results were found for the outcomes of design as content relevant to products, product-service systems and services were all available and pertinent. In summary, we found that the Internet supports creativity and thus thrives on creative user content. Following in the path laid out by researchers in participatory design, this study should be considered as another example of a means for designers to perceive tacit needs by allowing for users to express their ideas. As the users create freely and intuitively while expressing their needs, solutions and ideas, the designers can have a third person point of view on the results. By combining techniques such as crowdsourcing and brainstorming, we have created a new activity and the neologism: brainsourcing. With some perspective on the sum of the participants’ ideas, the designers can better understand the complexity of the design situation. While remaining in a form of reflective practice, the designers can then reflect and add upon the users’ generated content which is unbiased by a design education or design culture. This process is similar to the professional participatory design process where we introduce brainsourcing as a similar activity. This research also raised the question whether the Internet could be democratizing the design process. Although users might not have the education and skills to be designers, they are democratizing the design process by participating actively and by exposing their needs, solutions and ideas. We determined that users weren’t undertaking the whole design process like professional designers but we observed that they were particularly creative. In light of this relationship between creative users and designers, we reviewed common languages, like scenarios and prototypes, which are III present in the user generated creative content we collected over the Internet. This led to a new point of view on the design activity where creative opportunities come from engaging a conversation with the users. This research has revealed many trends in the way users naturally communicate within a design process. In the end, we provided some insight on how designers can take advantage of all types of user generated content. In the future, we hope designers will be able to interact with participants while taking on the role of a facilitator of conversation, assuring the creative process is right. No longer are designers asking what products and services could be created, but why users would need it in the first place. Keywords: Design research, complexity, participatory design, user generated content, democratization, Internet, creativity, crowdsourcing, brainstorming, brainsourcing, reflection-in-action.

The diploma thesis describes the application of theoretical concepts of journalism into the environemnt of two most popular music websites Musicserver and iREPORT. In the theoretical basis for the topic are featured the basic characteristics of online journalism and the problematic nature of the term "ideal critic". Furthermore, there are at first theoretically established and afterwards analyzed the concepts of agenda-setting, gatekeeping, objectivity and bias, participative journalism, user generatec content, professionalism, hypertextuality and intertextuality, the usage of social networks, tabloidization and the analysis will also touch upon the issue of name transformation to fit the Czech language. There is also a semiotic and visual analysis of chosen samples performed. On the basis of concepts, the paper intends to explain the functioning of the websites, the aspects that are influencing their content, the factors that have an effect on the selection of the content, the means of working with the audience, the problems in terms of objectivity in the art criticism, the requirements laid upon the editorial staff members and the level of influence upon the readers. Keywords online journalism, theoretical concepts, Musicserver, iREPORT, music, agenda-setting, gatekeeping, objectivity,...