The main inquiry for this research is to identify the reasons that contribute to customer switching intention decisions. In addressing this enquiry, two theories - the theory of migration and theory of planned behaviour - were identified as the theoretical framework underpinning the study. Two main objectives of the study were (i) to identify the push-pull and mooring factors and (ii) to measure the relationship between the push-pull and mooring factors towards switching intention. The investigation focused on the impact of with push-pull-mooring factors on switching intention. Early research into switching behaviour studies focused largely on variables that contribute to the switching intention decision, mainly due to the critical incidents encountered by customers that push them from their origin or pull them to another destination or mooring factors that might inhibit or mitigate their switching decision. In view of this, a combination of push-pull and mooring variables were used to measure the switching intention behaviour. A multiple method approach was used to study the issues in two different stages. In the first stage qualitative data collection was used to support and confirm the identification of factors from the literature. For the main quantitative methods, using a hypothetical deductive testing approach, this study (N=2018) used survey data collected via a self-administered, voluntary online survey, to develop switching intention behaviour model. The results indicated that situational factors, positive attachments, perceived switching benefits, positive attitudes towards switching and positive beliefs of others towards switching emerged as consistent push factor while availability of alternatives emerged as the pull factors. Interestingly poor pricing, poor service incidents, positive ability to switch and switching barriers were not supported in this study indicating that there is no relationship between poor pricing, poor service incidents, positive ability to switch and switching barriers towards switching intention.

This Master thesis examines the impact of the individual driving forces of young highly educated talents from Italy and Lithuania to apply for a job abroad after the graduation. By investigating the motivations and influences during this decision-making process, we clarify the role of different impulses on the individual’s decision to become part of the phenomenon known as the global talent flow. Within this study, we obtain the actor’s view, while we use an inductive approach to put the construction of meaning of the participants in the center of our study. This aim of our qualitative study is further strengthened by the use of semi-structured interviews and the usage of the phenomenology approach. The data is analyzed and interpreted according to the emerged themes and linked back to the existing theory on‘migration’, the ‘Push-Pull-Mooring’ paradigm, the ‘gravity’ model, and the knowledge flow according to ‘brain gain’, 'brain drain’, and ‘brain circulation’. This study highlights the variety of facets which are of importance to the individuals within the decision-making process of the non-rational phenomenon of the global talent flow. Although the main motivation - the opportunity to grow - is shared among all participants, a clear distinction can be made between the ‘professional’ and the ‘personal’ growth. Furthermore, our study reveals the direct influence of initiatives taken by the European Union (EU), such as the ERASMUS+ Programme on the mobility of young talents and the impact of possible unforeseen side effects such as the ‘brain drain’ in some of the member countries of the EU. Our findings contribute another layer to the understanding of the driving forces of tomorrow’s mobile workforce to apply for a job abroad. This comprehension is fundamental to policymakers, companies, the society at larger, and the young talents themselves, as it becomes crucial to attract this ‘brain’ to secure long-term development of all stakeholders of the global talent flow within the EU.

More than half of the violations of information systems security policies are initiated by non-malicious activities of insiders. To investigate these non-malicious activities, we utilized the theory of workaround and argued that the application of neutralization techniques impacts the use of workarounds. We built our model using three theories: the theory of workaround, push-pull-mooring theory, and techniques of neutralization. We identified the elements of workarounds related to non-malicious violations and proposed a theoretical perspective using the push-pull-mooring theory to investigate non-malicious workarounds empirically. We propose that non-malicious activities of insiders can be seen as a switching behavior, with push factors such as system dissatisfaction and time pressure, and pull factors such as convenience and alternative attractiveness. The mooring factors in our model are techniques of neutralization, including denial of injury, denial of responsibility, and defense of necessity. We employed the scenario-based factorial survey method to mitigate the effect of social desirability bias. Our mixed model analysis indicates that time pressure, convenience, denial of injury, and defense of necessity significantly impact an individual's likelihood of engaging in non-malicious workarounds. Additionally, the relative weight analysis of our model shows that convenience and time pressure explain most of the variance in our model.

Purpose: The purpose of this study is to increase the understanding of what makes Swedish millennials follow and unfollow influencers on Instagram.   Metod: This study had a deductive and qualitative approach and has collected data through twelve semi-structured interviews.   Conclusion: This study concludes that millennials mainly follow influencers on Instagram to get inspiration for their own lives. One of the most common reasons why millennials are unfollowing influncers on Instagram is that influencers tend to publish too much content, which leads to information overload. Millennials also unfollow influencers due to the fact that their posts no longer appeal to them because they changed preferences or because influencers shift the focus of their content. This study also concluded that there is nothing that inhibits a millennial from unfollowing an influencer on Instagram other than the fact that it takes a little bit of effort to visit the account and press the unfollow button. / Syfte: Syftet är att öka förståelsen för vad som får svenska millennials att följa respektive avfölja influencers påInstagram. Metod: Den här studien har haft en deduktiv och kvalitativ karaktär och har samlat in data genom tolv semi-strukturerade intervjuer. Slutsats: Den här studien drar slutsatsen av att millennials främst följer influencers på Instagram för att få inspiration till sina egna liv. En av de vanligaste orsakernatill att millennials avföljer influncers på Instagram äratt influencerstenderar att publicera för mycket inlägg vilket leder till en informationsöverbelastning.Millennials avföljer också influencers för att deras inlägg inte längre tilltalar dem på grund av att de bytt preferenser eller att influencers bytt inriktning på sitt innehåll. Den här studien drar också slutsatsen att det finns egentligen inget som hämmar en millennial från att avfölja en influencer på Instagram annat än att de upplever det som tids-och energikrävande att gå in och avfölja.