Bakgrund Digitaliseringen har kommit långt och samhället behöver anpassa sig efter dess utveckling. Idagsläget finns det olika typer av reklam som framhävs på olika sätt. På 1990-talet användes provokativ marknadsföring på ett annat sätt i jämförelse med dagsläget. På sociala medier har det blivit alltmer lättare att sprida information, därav har den provokativ marknadsföringen enstörre effekt. Syfte Syftet med denna studie är att ge en ökad förståelse av unga vuxnas attityd till provocerande marknadsföring på sociala medier. Metod Studien har utförts utifrån en kvalitativ ansats, 15 respondenter har intervjuats uppdelat i 4 gruppintervjuer. Med det insamlade data från intervjuerna samt i det teoretiska materialitet, har en analys kunnat utföras. Resultat Studien visade att många av respondenterna har blivit utsatta för provokativ marknadsföring, attityd gentemot denna typ av marknadsstrategi var mycket varierande. Marknadsföring generellt på sociala medier har respondenterna funnit en irritation, och med de provokativa marknadsföringen resulterade i att respondenterna fann ännu mer irritation. Respondenterna har fått ett förstående till varför små företag väljer att använda denna typ av marknadsföringsstrategi men de stora företagen som använder denna typ av marknadsföring förstår de sig inte på. Slutsats Studien kom fram till att respondenterna ansåg att denna marknadsföringsstrategi kan vara kontroversiell och provocerande beroende på vem det är som ser reklamen. Unga vuxna anser att provokativ marknadsföring är acceptabelt om de inte överskrider dess etiska aspekter. / Background Digitization has come a long way and society needs to adapt to its development. Currently, there are different types of advertising that are highlighted in different ways. In the 1990s, provocative marketing was used in a different way compared to the current situation. On social media, it has become increasingly easier to spread information, hence the provocative marketing has a greater effect. Purpose The aim of this study is to provide an increased understanding of young adult's attitudes towards provocative marketing on social media. Methodology The study has been carried out based on a qualitative approach, 15 respondents have been interviewed divided into 4 group interviews. With the collected data from the interviews as well as in the theoretical materiality, an analysis has been able to be carried out. Results The study showed that many of the respondents have been exposed to provocative marketing, attitudes towards this type of marketing strategy were very variable. Marketing in general on social media has been found irritating by the respondents, and with the provocative marketing resulted in the respondents finding even more irritation. The respondents have gained an understanding of why small companies choose to use this type of marketing strategy, but they do not understand the large companies that use this type of marketing. Conclusion The study concluded that respondents felt that this marketing strategy could be controversial and provocative depending on who is viewing the ad. Young adults consider provocative marketing to be acceptable as long as they do not overstep its ethical aspects.

Doctor of Philosophy (PhD) / Asthma is a chronic inflammatory disease of the airways. Corticosteroid medication is the most effective currently available treatment. Complications of corticosteroid therapy are dose-dependent, however, the clinical efficacy of varying doses of inhaled corticosteroids has been studied with mixed results. A randomized, double-blind, parallel group study was used to evaluate the inhaled corticosteroid dose-response relationship for clinical endpoints and in vitro parameters of underlying airway inflammation and remodelling. The mannitol provocation test with Forced Oscillation Technique (FOT) was used to derive potential dose-differentiating endpoints. In vitro inflammatory markers were measured in alveolar macrophages from bronchoalveolar lavage. Basement membrane thickness was measured from bronchial biopsies. Eleven nonasthmatic subjects were enrolled for comparison. This thesis addresses the null hypothesis that there is no significant difference in clinical and biological effects between low dose (200mcg/day, n=11) and high dose (1000mcg/day, n=11) treatment (for 6-7 weeks) with inhaled fluticasone propionate (FP) for a range of clinical outcomes and in vitro markers of airway inflammation and remodelling. Significant changes after FP included increased FEV1, reduced airway hyperresponsiveness (AHR) (by FOT and FEV1), exhaled nitric oxide and Juniper symptom score. In addition, significant reductions occurred in expression of GM-CSF, TNF-alpha and IL-1ra in macrophages. A lower baseline FOT-derived respiratory system conductance was predictive of a greater degree of improvement in symptoms. No statistically significant differences in the changes after treatment between low and high dose FP were found in spirometry, exhaled nitric oxide, symptom scores, AHR, alveolar macrophage cytokine levels (GM-CSF, TNF-alpha, IL-1ra, IL-10) and basement membrane thickness, although there were trends towards greater improvements in many of the parameters after high dose FP. Basement membrane thickness appeared to be reduced by high dose FP, although this reduction was not statistically significant. There was a weak, but statistically significant, negative correlation between basement membrane thickness and FOT-derived conductance (r2=0.135, p=0.042). With the recognition of the limitations in the interpretation of these data, the results suggest that, in previously steroid naïve mild to moderate asthmatics, there may be only minimal benefit derived from an additional 800µg/day of inhaled fluticasone above the low dose of 200µg/day.

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