The purpose of this survey is to investigate librarians' knowledge and insight on marketing and how they work with marketing based on the issues: How do the surveyed libraries with marketing, what methods/tools/techniques use the surveyed libraries themselves and the knowledge of the responsible librarians about marketing in libraries? Theories used to investigate the marketing of libraries and librarians' knowledge of marketing is mainly the comparative method but also Singh's research on attitudes to marketing and SWOT analysis. The survey focuses on two public libraries in southern Småland, Sweden. The librarians responsible for marketing have been interviewed.The results revealed that the interviewed librarians have good knowledge and understanding of marketing. They use many different marketing methods and marketing strategies. The libraries use their websites and local newspaper advertising in order to market themselves to the public. The libraries consciously and unconsciously use the marketing strategy word-of-mouth. Both libraries in the survey have participated in a project Futurum.Kom where the focus was on marketing.Librarians' knowledge, insights and view on marketing will be described in three themes; the librarians' knowledge, understanding and use of marketing strategies, the librarians' knowledge and the use of marketing strategies and views on marketing strategies and SWOT analysis.

Research on underdogs has suggested that consumers feel sympathy for and a desire to support the underdog. However, it is unclear how their evaluations of the underdog will change if they receive negative information about it. The current research aims to explore the role of negative word-of-mouth of the underdog, compared to the top dog, in consumers’ brand attitude, brand value, and purchase intention. Specifically, drawing on two streams of research, two competing hypotheses are proposed and tested. An experiment was conducted with online consumer panel members. Consistent with confirmation bias and familiarity principle, the results supported a hypothesis that an underdog brand suffers more than a top dog brand from negative online word-of-mouth. Theoretical and practical implications of these findings along with future research directions are discussed.

Title: Blogs as a new tool of communication and promotion of fashion brands. Research question: How do fashion companies make use of bloggers as a new tool of communication to promote their brands? Purpose: The purpose of this study is to observe and explore how the fashion brands use bloggers and their blogs as a new method to advertise and communicate about them and their products to consumers. The study is conducted from an external point of view. Design/methodology/approach: This study is exploratory and descriptive and uses a qualitative method, with non-randomly method where the sample is composed of six international fashion blogs. To collect data the authors used guideline to conduct the content analysis of these selected blogs. Findings: This study shows that brands use the blogger as human being with the phenomenon of the word-of-mouth and opinion formers/leaders and they also make us of the blog content to incorporate ads to directly communicate to the online communities.

The influence of online customer reviews (OCRs) on consumer behaviour has recently gained considerable attention, from both academic and business communities. Technology allows customers to freely and easily post their comments and opinions online about any product or service. These types of customer reviews can have a significant effect on customers’ purchase decisions and have become an essential part of the experience when shopping online. However, knowledge of the role of the perceived derived attributes of OCRs on consumer behaviour remains vague. Previous studies have mainly focused on the influence of the virtual attributes of OCRs, such as volume and valence, on consumers’ intentions, while limited attention has been paid to understanding the effects of the derived attributes. This study, thus, aims to understand the effects of the social and functional perceived derived attributes of OCRs on customer trust and intention to shop online. Hence, we develop a research model - Perceived Derived Attributes (PDA) -, based on the integration of social support with functional support derived from OCRs. The PDA model provides an in-depth understanding of the role of the social support of OCRs by applying and utilising theories of social support, social presence and a sense of belonging. The PDA model also investigates the influence of the functional support arising from OCRs through the inclusion of perceived control, from the Theory of Planned Behaviour (TPB) with the Technology Acceptance Model (TAM). The PDA model characterises perceived social support through informational and emotional supports, social presence, and a sense of belonging; whereas, functional supports are characterised by perceived usefulness, perceived ease of use, perceived enjoyment, and perceived control. A total of 489 responses to a survey were collected from users of amazon.com. The results from this study suggest that customer trust in an e-vendor and their intention to shop online are significantly affected by social and functional supports derived from OCRs. In particular, informational support, social presence and a sense of belonging, derived from OCRs were found to positively and significantly affect both customer trust in the online vendor and consumer behavioural intention. However, emotional support was only found to affect customers’ intentions and not their trust in the e-vendor. Additionally, customer trust in an e-vendor and their intention to shop online are significantly affected by perceived usefulness, perceived ease of use and perceived enjoyment of OCRs. Furthermore, the sense of control derived from OCRs significantly affects customer intention and significantly affects customer trust in e-vendors but only for customers who frequently check OCRs before making a purchase. This study is the first to introduce and empirically test the effects of perceived derived attributes of OCRs on customer trust and behavioural intention. Understanding the effects of such influencing factors is of utmost importance for both theoretical development and business practices. Clearly, these attributes of OCRs are linked to the development of the shopping environment, representing a promising marketing tool that positively affects customers’ behaviour.

Doctor of Philosophy / Department of Hospitality Management and Dietetics / Chihyung Ok / This study attempted to investigate antecedents and consequences of consumers’ utilitarian and hedonic attitudes toward restaurant brands and to examine the effects of brand prestige on brand preference and word-of-mouth intention with customer involvement as a moderator. In study 1, to investigate the antecedents and consequences of consumer attitudes toward restaurant brands in the full-service restaurant, this study proposed, based on existing theoretical premises, significant interrelationships among three service qualities (i.e., physical environment quality, interactional quality, and outcome quality). This study also hypothesized that these service qualities predict consumers’ utilitarian and hedonic attitudes toward restaurant brands. Finally, this study examined the effects of consumer attitudes toward restaurant brands in forming brand preference and relative customer share of visits. A theoretical model was proposed and then tested with data collected from 318 casual and 303 fine dining restaurant patrons. The results of data analysis indicated significant interrelationships among three service qualities in both casual and fine dining restaurants. In addition, interactional and outcome qualities had significant effects on utilitarian and hedonic attitudes toward restaurant brands in the casual dining restaurant. In the fine dining segment, interactional quality significantly influenced both utilitarian and hedonic attitudes toward restaurant brands, while physical environment and outcome qualities had positive impacts only on hedonic attitude toward the restaurant’s brand. Finally, utilitarian and hedonic attitudes toward restaurant brands enhanced brand preference, and in turn, brand preference increased relative customer share of visits in both casual and fine dining restaurants. The purpose of study 2 was to examine the effects of brand prestige on brand preference and word-of-mouth with customer involvement as a moderator in the fine dining restaurant segment. Based on a thorough literature review, this study hypothesized that brand prestige would have positive effects on brand preference and word-of-mouth and that brand preference would have a positive relationship with word-of-mouth. Finally, this study examined the moderating role of customer involvement in the relationships between (1) brand prestige and brand preference, (2) brand prestige and word-of-mouth, and (3) brand preference and word-of-mouth. A total of 293 questionnaire responses were used to empirically test the proposed relationships in fine dining restaurants. This study found that brand prestige has significant effects on brand preference and word-of-mouth. In addition, brand preference had a positive relationship with word-of-mouth. However, customer involvement as a moderator was not supported.

Syfte – Denna rapport syftar till att undersöka hur företag kan arbeta med employer branding för att främja skapandet av engagerade medarbetare som genom positiv staff word-of-mouth (SWOM) är villiga att sprida information om företaget som arbetsgivare samt dela med sig av sina erfarenheter till potentiella medarbetare. Metod – En litteraturstudie utfördes för att undersöka vad som redan studerats inom ämnet som därefter sammanställdes i ett teoretiskt ramverk. Det teoretiska ramverket utgjorde sedan grunden för datainsamlingen som gjordes i form av en fallstudie på ett svenskt energibolag genom semistrukturerade intervjuer på det företag som utgjorde fallet för studien. Resultat – Resultatet visar att faktorerna person-organisation fit (POF), intern kommunikation, ledarskap samt arbetstrivsel påverkar de anställdas grad av engagemang och i förlängningen vilja att sprida positiv SWOM. Detta gäller för såväl front-line-personal som back-office-anställda inom energibranschen. Samtidigt indikerar resultatet att bland dessa faktorer så var arbetstrivsel och ledarskap de viktigaste faktorerna för att anställda ska känna engagemang. Teoretiska implikationer – Resultatet tyder på att arbetstrivsel och ledarskap anses vara de viktigaste faktorerna för att skapa engagerade anställda. Vidare framkom att den interna kommunikationen blir mindre betydelsefull ifall de anställda upplever en hög person-organisation fit. Resultaten indikerar även att front-line-personal efterfrågar mer information gällande vad som lovats till kund samt information kring de olika avdelningarna i jämförelse med back-office-anställda. Eftersom back-office-anställda har exkluderats från tidigare forskning som utförts inom området utgör detta ett nytt bidrag till forskningen. Praktiska implikationer – De praktiska implikationerna är att företaget där studien utfördes har lyckats väl i arbetet med employer branding vilket leder till att de anställda agerar ambassadörer och sprider positiv SWOM om företaget till utomstående. Vidare resulterade studien i förslag på utvecklingsmöjlighet främst inom området intern kommunikation, så som ett systematiserat sätt för det interna kommunikationsflödet, men även inom ledarskap gällande målstyrning och chefernas roll som förebild. Resultaten indikerar att företag i allmänhet bör förmedla information både muntligt och skriftligt samt säkerställa att det finns en samsyn mellan chefer och medarbetare gällande ansvarsområden.

The aim with this study was to answer the question “What components in Nike’s viral ads on Youtube trigger emotions?”. The data was collected through a qualitative and descriptive research approach and the method was a combination of a poetic film analysis and Ducoffe’s Model of Advertising Value. The model includes three components that were to be analyzed: informativeness, entertainment and irritation. The video ads were analyzed together with the comments posted. The comments were seen as electronic word of mouth and they were analyzed in order to understand if the viewer felt positive or negative emotions towards the ads. The findings showed that Ducoffe’s Model of Advertising Value was applicable on social media networks such as Youtube. Informativeness and entertainment were the most important components triggering emotions. Since marketing events nowadays are digitalized, it is important to adapt previous models and research to new platforms.

Syftet med denna studie är att identifiera alumners betydelse för ett universitets marknadsföring gentemot presumtiva studenter. Vidare ämnar studien tydliggöra alumners delaktighet i ett universitets varumärkesuppbyggnad. Studiens syfte är även att bidra med ett antal rekommendationer till svenska universitet för hur de på ett gynnsamt sätt kan använda alumner som ett marknadsföringsverktyg till presumtiva studenter. Denna studie baseras på en kvalitativ forskningsmetod med utgångspunkt i en induktiv forskningsansats, utifrån ett organisationsperspektiv. Den empiriska insamlingen består av elva semistrukturerade intervjuer med respondenter från fem olika svenska universitet. Resultatet av studien pekar på att alumner kan vara ett resultatinriktat och resurseffektivt marknadsföringsverktyg då ett universitet vill kunna rekrytera fler presumtiva studenter. Studien har även påvisat att alumner både medför möjligheter och utmaningar gällande universitetets varumärke, då det krävs tydliga interna strategier för att alumner på ett gynnsamt sätt ska kunna agera i enlighet med universitetets varumärkesuppbyggnad. / Purpose: The purpose of this study is to identify the importance of alumni for a university's marketing towards prospective students. Furthermore, the study intends to clarify the participation of alumni in a university's branding. The aim of the study is also to contribute with a number of recommendations to Swedish universities for how they can use alumni as a marketing tool for suspected students. Research Questions: - How can a university use alumni within its marketing to recruit more students? - What opportunities and challenges do alumni bring to a university’s brand? Method: This study is based on a qualitative research method with mainly an inductive approach, from a managerial point of view. The empirical data is based on eleven semi structured interviews with respondents from five different universities in Sweden. Conclusion: The result of this study indicates that alumni can be a result-oriented and resourceefficient marketing tool when a university wants to recruit more prospective students. The study has also shown that alumni both provide opportunities and challenges regarding the university's brand, since clear internal strategies are required for alumni to act in a favorable manner in accordance with the university's branding.

Denna studie undersöker hur organisationer hanterar engagemang och lojalitet hos sina intressenter med hjälp av strategisk kommunikation. Hur organisationer skapar engagemang och lojalitet men även hur de försöker bibehålla det hos sina intressenter. De 16 fotbollsklubbar som medverkar i Allsvenskan under säsongen 2019 är studieobjektet i denna undersökning, men undersökningen riktar sig mot alla organisationer som vill arbeta med engagemang och lojalitet hos sina intressenter. Valet av studieobjekt hamnade på de 16 Allsvenska fotbollsklubbar då publiksiffrorna har varit en nedåtgående trend under de senaste fyra åren. Studien är genomförd med hjälp av en kvalitativ metod i form av samtalsintervjuer. Urvalet till samtalsintervjuerna var de samtliga 16 Allsvenska fotbollsklubbarna, dock hade sex fotbollsklubbar inte möjlighet att medverka. Tio fotbollsklubbar intervjuades med frågor som handlade om engagemang och lojalitet, under intervjuerna användes samma intervjumanual. Det resultat som tagits fram visar på att de Allsvenska fotbollsklubbarna arbetar med att positionerar sig i den stad de finns. Det som kommuniceras från fotbollsklubbarna riktar sig mot alla deras målgrupper, deras kommunikation förändras eller anpassas inte efter målgrupp. Fotbollsklubbarna försöker skapa en naturlig mötesplats och familjär känsla under deras evenemang. Öppenhet och delaktighet mot deras intressenter är något fotbollsklubbarna arbetar med.

O boca a boca em meio digital tem sido tema de várias pesquisas, mas atualmente algumas questões críticas permanecem desconhecidas. Nesse sentido, este estudo de caráter exploratório e qualitativo, tem como objetivo compreender questões críticas, nomeadamente motivações dos usuários idosos da internet que contribuem com o boca a boca em meio digital. O método adotado inclui revisão na literatura dos conceitos de comunicação de marketing/boca a boca, internet e idosos. Também abrange uma pesquisa de campo com entrevistas em profundidade com usuários da internet idosos, à luz do modelo de Ho e Dempsey (2010). O modelo identifica quatro motivações potenciais: inclusão, individualidade, afeição/altruísmo e controle, que são compreendidas pelos respondentes de forma parcial. Também foram encontrados novos itens como análise de perfil, boca a boca negativo e positivo, comunicação ativa, descontração, diversão, educação, o estímulo emocional e proliferação de ideia, que foram adicionadas como motivações potenciais para esse segmento. / The electronic word of mouth has been the subject of several researches, but currently some critical questions remain unknown. In this sense, this exploratory and qualitative study aims to understand the critical questions, namely motivations of elderly internet users which contribute with electronic word of mouth. The method adopted includes a literature\'s concepts review of marketing communication/word of mouth, internet and elderly. It also covers a field research with in-depth interviews with elderly internet users, in the light of Ho e Dempsey\'s model (2010). The model identifies four potential motivations: inclusion, individuality, affection / altruism, and control, which are partially conceived by respondents. New items were also found such as profile analysis, negative and positive word of mouth, active communication, relaxation, fun, education, emotional stimulation and the proliferation of idea, which were added as potential motivations for this segment.