El propósito de esta investigación es determinar el boca oído electrónico en la empresa de productos farmacéuticos y artículos de tocador, Chiclayo 2021. Esto surgió a partir de que en la empresa no existe una política o protocolo alguno para atender aquellos incidentes o situaciones creados por el eWOM. Dado a que son pocas las investigaciones que han tomado un enfoque holístico correspondiente al eWOM y el papel importante que cumple en las empresas. La investigación metodológicamente es de enfoque cuantitativo, con un nivel descriptivo, en el cual se usó la técnica de encuesta y como instrumento el cuestionario, con un procedimiento de muestreo no probabilístico por conveniencia, compuesto por un modelo de 3 dimensiones (cantidad, credibilidad y calidad) y están conformado por 18 indicadores, la cual fueron evaluado con escala tipo Likert de 7 puntos, siendo la encuesta un modelo adaptado por Matute, Polo y Utrilla (2015). La población estuvo conformada por 245 clientes de Oriflame, a quienes se les envió un link para que respondan la encuesta, la cual esta fue realizada en google drive y se obtuvieron las respuestas en un plazo de dos semanas y media, aplicándose el método estadístico SPSS y Excel. Obteniendo como resultado que el eWOM influye en la decisión de compra de los consumidores, debido a la gran cantidad de comentarios y valoraciones de los productos. Finalmente se concluye que el eWOM juega un papel importante en una página web, dado a que sirve como herramienta para fidelizar a los clientes y se genere una siguiente compra. / The purpose of this research is to determine the electronic ear mouth in the pharmaceutical and toiletries company, Chiclayo 2021. This arose from the fact that in the company there is no policy or protocol to address those incidents or situations created by the eWOM. Given that few researches have taken a holistic approach to eWOM and the important role it plays in companies. The research methodologically is of quantitative approach, with a descriptive level, in which the survey technique was used and as an instrument the questionnaire, with a nonprobabilistic sampling procedure for convenience, composed of a 3-dimensional model (quantity, credibility and quality) and are made up of 18 indicators, which were evaluated with a Likert scale of 7 points, the survey being a model adapted by Matute, Polo and Utrilla (2015).The population was made up of 245, who were sent a link to answer the survey, which was carried out in drive and the answers were obtained within two and a half weeks, applying the statistical method SPSS and Excel. Obtaining as a result that the eWOM influences the purchase decision of consumers, due to the large number of comments and ratings of the products. Finally, it is concluded that eWOM plays an important role in a web page, since it serves as a tool to build customer loyalty and generate a next purchase.

Title: This is the end of the hotel industry, the way we know it – A qualitative study of the influence of the convergence culture, review sites and the digital communication on the hotel industry. This study aims to examine the digitalisation of the hotel industry and how the industry relates to review sites, partly from an organisational point of view and partly how the communication and the replies at the review site may look like. The study focuses on three hotel employees and how they relate to the review site TripAdvisor. Through a qualitative content analysis and interviews I aim to find out how the industry relates to digital communication. As a complement to the three internal voices I have interviewed a digital expert in the digital communication industry.   We live in a convergence culture where old and new media meet. Earlier studies in the area show that reviewers leave many digital footprints that indicates identity, demography an situation based information at review sites. It has shown that it is easier for a reader to percieve information from people the can identify themselves with. This study aims to complement current and previous studies in the area with a inside-out perspective, and a perspective from inside the hotel industry.   The study shows that the responding hotel employees have their own tone of voice and the relate to the medium in their own unique way. Despite different tone of voice it is clear that there is some kind of unwritten formula on how to organize the arguments in a review. Many tracks of intertextuality were found in the reponses of the hotel employees, either to other web texts such as other reviews or references to web pages. There is a explicit desire to interact and to connect with the guest or the reviewer. This confirms previous studies made on the topic.   This study shows that digitalisation has contributed to the increase of decentralisation in the industry and this decentralastion is necessary for digitalisation. Decision-making power in regards of publishing has moved from one department to involve and engage many departments and levels in the organisation. The three hotel employees who were interviewed had three different approaches to digital communication. One of them was well integrated and seemed to move naturally between the digital and the analogue world. When she answered digitally, she would often refer to the analouge world and in the analogue world she would refer to the digital. One of the others had a more segregated view on Internet. She is a occasional visitor at the review site and interpret the organisation as an analogue unit, where you actively have to visit the Internet. At the same time she would highlight how serious and important the reality of Inernet is. When she responds on review sites, she act carefully, systematically and with great consideration.            The last hotel employee experienced Internet at young age and act as a native citizen there. He claims that Internet has changed the analogue reality for him, his staff and for the guests. He refers to digital sources when he is online, as well as to the analogue reality. The digital reality incuses the analogue reality and vice versa. He claims that there is a clear before and after The Internet.   None of the employees address issues connected to reliability and the trustworthyness in the reviews they respond to. This is something that the digital expert on the other hand adresses. This is worth continue studying. In addition, every month 2,000 reviewers write a review at a hotel in the Nordic Choice Hotel group. At the same time and during the same month, more than 100,000 guests leave digital footprints at the social platforms Facebook and Instagram. Even though this is the end of the hotel industry, the way the industry knows it, the research on digital footprints has just begun.

<p>Student recruitment is a subject that seems to be forgotten in the theory of event communication. Yet the area has some specific reoccurring features. Our purpose was to examine these specific features and how to work with these in the best way, and also see how to get the most out of the event communication to the young at event and fairs. Special features we have looked at are the student ambassadors ands their impact, the meaning of a give-away and also if there are any essential factors to get in contact with the young at fairs and events, and if new technology had an important role to play in the area.</p><p>Our research has been inductive, and therefore, we have created our own theory and reflected it to the larger topic of event communication and its theories. Our research method has been triangular, both quantitative and qualitative; interviews with those who work with student recruitment, and surveys to young people in upper secondary school.</p><p>Our study showed the importance of student ambassadors and their specific task to be nice, friendly and outgoing. In comparison, the give-away isn't as important. It mainly has a remembering function and can also make interaction easier. We also found that different events are needed to fill different requirements, meanings and purposes. Information is also important; both to create awareness about the events and fairs, but also information at the event and fairs. This information should first and foremost be through a course catalogue, but also information about the school and the life as a student is important. Regarding to new technology it has a secondary meaning, and shouldn't be over-emphasized.</p>

Student recruitment is a subject that seems to be forgotten in the theory of event communication. Yet the area has some specific reoccurring features. Our purpose was to examine these specific features and how to work with these in the best way, and also see how to get the most out of the event communication to the young at event and fairs. Special features we have looked at are the student ambassadors ands their impact, the meaning of a give-away and also if there are any essential factors to get in contact with the young at fairs and events, and if new technology had an important role to play in the area. Our research has been inductive, and therefore, we have created our own theory and reflected it to the larger topic of event communication and its theories. Our research method has been triangular, both quantitative and qualitative; interviews with those who work with student recruitment, and surveys to young people in upper secondary school. Our study showed the importance of student ambassadors and their specific task to be nice, friendly and outgoing. In comparison, the give-away isn't as important. It mainly has a remembering function and can also make interaction easier. We also found that different events are needed to fill different requirements, meanings and purposes. Information is also important; both to create awareness about the events and fairs, but also information at the event and fairs. This information should first and foremost be through a course catalogue, but also information about the school and the life as a student is important. Regarding to new technology it has a secondary meaning, and shouldn't be over-emphasized.

Studien syftar till att analysera equity- och debt baserad crowdfunding i förhållande till studiens primära teori om elaboration likelihood model (ELM) och hur dess variabler påverkar potentiella investerares investeringsbedömningar. Informationsasymmetri och behavioral finance har inkluderats i studien som två kompletterande delteorier. För att undersöka detta har studien avgränsats till potentiella investerare som geografiskt är bosatta i Stockholms län. Undersökningen har genomförts med hjälp av semistrukturerade intervjuer där totalt elva potentiella investerare har intervjuats. Respondenterna har baserats på ett snöbollsurval. Intervjuerna har skett genom att respondenterna tagit del av fyra scenarion som innehåller variabler kopplade till teorin om ELM. Studiens resultat påvisar att potentiella investerare bedömer samt väljer investeringsprojekt utifrån den centrala vägen i ELM teorin, som karaktäriseras av projektets kvalitet vilken är motsatsen till den perifera vägen som istället belyser elektronisk word of mouth (WoM). / The study aims to investigate how equity- and debt based crowdfunding in relation to the study’s primary theory of elaboration likelihood model (ELM) and its variables effect on potential investors’ investment decision. Information asymmetry and behavioral finance has also been included in the study as two complementary theories. To investigate this, the study has been delimited to potential investors who are geographically resident in Stockholm County. The survey has been conducted using semi-structured interviews, where a total of eleven potential investors have been interviewed based on a chain sampling. The potential investors have been presented four scenarios that contain variables linked to the theory of ELM. The study's findings show that potential investors assess and choose investment projects based on the central path of ELM theory, characterized by the quality of the project and opposite to the peripheral road that instead illuminates the electronic word of mouth (WoM).

Offentliga organisationer har ofta begränsade finansiella resurser att förhålla sig till. Med den ökade konkurrensen på arbetsmarknaden om kompetent personal finns ett behov för även offentliga organisationer att arbeta med dess attraktivitet gentemot intressenter. Syftet med studien var att erhålla ökad förståelse för hur attribut värderas av yrkesgruppen sjuksköterskor och således påverkar valet av arbetsgivare. De identifierade attribut som studien undersökte var: ledarskap, lön, stimulans, lojalitet, status, arbetstider, fysisk aktivitet och relationer. Vidare ämnade uppsatsen undersöka om det kliniska basåret, som är ett försök från arbetsgivarens sida att uppnå ökad attraktivitet, har förbättrat organisationens förmåga att attrahera sjuksköterskor till organisationen. Detta gjordes för att erhålla ökad kunskap och förståelse kring vilka attribut som faktiskt anses attraktiva av yrkesgruppen och därmed kan öka de anställdas benägenhet att vilja stanna kvar inom organisationen, och på så vis är önskvärda för arbetsgivaren att ta hänsyn till i arbetet med organisationens employer brand. Studien utgjordes av en deduktiv metod och genomfördes på legitimerade sjuksköterskor och sjuksköterskestudenter som när studien genomfördes gick termin fem och sex. Föreliggande studie bekräftar delar av tidigare forskning och gav indikationer om att de undersökta attributen faktiskt är av betydelse i val av arbetsgivare. Studien gav även indikationer att organisationens attraktivitet är beroende av vad medarbetare och externa aktörer kommunicerar för typ av information om den. De fem högst värderade attributen vid val av arbetsgivare var enligt studien: lojalitet, relationer, lön, arbetstid och stimulans. Studien indikerade att det kliniska basåret inte motsvarar respondenternas förväntningar och inte heller bidrar till organisationens attraktivitet i nämnvärd utsträckning. Som tidigare studier visar kan organisationens attraktivitet utgöra en nyckelvariabel i avgörandet om en potentiell medarbetare kommer intressera sig för organisationen eller inte. / Public organizations often have limited financial resources and need to take them into consideration when managing the establishment. There is a need for public organizations to work with attractiveness towards stakeholders because of the, now, increasing competition for qualified personnel. The purpose of this study is to obtain an increased comprehension of how various attributes are valued by nurses and thus affect the choice of employers. The identified attributes to be examined are the following: Leadership, wages. stimulus, loyalty, status, working hours, physical activity and relationships. Furthermore, this paper aim to investigate whether the introductionprogram ”Kliniskt basår”, which is an employer’s attempt to achieve increased attractiveness, has improved the organization’s ability to attract nurses to their working force. This study is conducted to better understand, and gain knowledge about, which attributes stakeholder and employers take in to consideration when deciding to stay with-in an organization. The result would therefore be desirable for the employer to take into deliberation when designing the organizations employer brand. This study has a deductive approach and was conducted on licensed nurses and nursing students, which had at the end of the study passed semester five and six. The present study confirms parts of previous research and provides indications that the investigated attributes are of importance when choosing employers. The study also provides indications that the organizations attractiveness depends on the employees, and other external stakeholders portrayal of it. According to the study, the five most valued attributes in the choosing of employers are loyalty, relationships, wages, working hours and stimulus. The study indicates that the examined introduction program does not correspond to the expectations of the respondents; neither does it contribute to the attractiveness of the organization. As previous studies show, the appeal attractiveness of the organization may be a key factor in determining whether a potential employee will be interested in the organization or not.

Under de senaste decennierna har turismen i världen ökat kraftigt, inte minst i Sverige. Turistindustrin står inför många utmaningar och då konkurrensen ökar och avstånden krymper mellan olika länder och världsdelar är det viktigt att beakta de kulturella skillnader som finns och vad vi bör känna till om dessa skillnader när det gäller turism. Kunskapen om dessa skillnader kan vara avgörande vid marknadsföring och inrättandet av nya resmål. Turister från Mellanöstern är sällsynta i Sverige och vi vill med denna uppsats ta reda på om dessa kulturella och religiösa skillnader kan vara hinder för turism från dessa länder samt andra motiv hos dessa medborgares när de reser, samt om det finns eventuella andra motiv dom kan vara orsaken till den dåliga besöksstatistiken i Sverige. Mellan länderna i Mellanöstern finns det stora ekonomiska skillnader och denna studie har därför fokuserats på de potentiella turister som kan finnas i Gulf Cooperation Council-länderna (GCC), där uppsatsen vidare avgränsats till Dubai som ingår i Förenade Arabemiraten ”United Arab Emirates, UAE” och till Qatar. Sverige anses vara ett land som turister från UAE och Qatar borde vilja besöka, då vi har ett motsatsförhållande i klimatet, med en behaglig sommartemperatur och gröna landskap sommartid. Trots detta är antalet turister från dessa länder lågt och det borde finnas möjligheter att öka antalet turister till Sverige. Denna bakgrund har lett uppsatsens författare till problemformuleringen: vilka motiv resenärer har när de skall resa, då de potentiella turisternas ekonomi, lagar och kulturella värderingar som råder i UAE och Qatar skiljer sig väsentligt från samhället i Sverige? Med utgångspunkt i motiv- och kulturteorier är uppsatsens övergripande syfte att undersöka turisters resemotiv från UAE och Qatar, samt att belysa några kulturella faktorer som kan påverka dessa turisters val av destination. – Vad motiverar turister från UAE och Qatar, när de bokar sina resor till en destination? – Vilka skillnader finns det i de olika kulturerna mellan UAE, Qatar och Sverige som kan övervinnas och möjliggöra ett större utbyte av turister? – Vilken lärdom kan Sveriges turistnäring dra från detta? Uppsatsen grundar sig på en kvalitativ- och kvantitativ metod. Den kvalitativa datainsamlingen har skett med hjälp av personliga intervjuer med medborgare från UAE och Qatar, samt intervjuer med lokala aktörer och aktörer från Sverige. Den kvantitativa datainsamlingen består av enkäter som delats ut till medborgare i UAE och Qatar. För att stärka uppsatsens primärdata har sekundärdata i form av hemsidor, litteratur och vetenskapliga artiklar använts. Slutsatserna av studien är: både motivation och kultur har stor påverkan på turisters val av resmål. Kunskap/okunskap om resmålet när det gäller kultur, religion och en mängd olika krav som kommer ur detta är viktiga att beakta för att lyckas locka turister från dessa länder.

Bakgrund: Intresset för att engagera sig inom investeringar och aktiemarknaden har sett en betydlig ökning genom den senaste årtionden, särskilt bland allt fler yngre individer. Inom dagens samhälle är det allt vanligare att människor inte enbart kommunicerar ansikte mot ansikte, utan också på den digitala arenan via internet och sociala medier. Detta är något som även kommit att förändra hur aktiemarknaden ser ut idag och hur informationsutbytet genomförs bland investerare på marknaden. Syfte: Analysera och beskriva betydelsen av informationsutbyte för unga aktieinvesterare. Teori: Studien tillämpar sig av teorier såsom beteendemässiga finansteorin, heuristik, inramningseffekten, flockbeteende, överdriven självförtroende, effektiva marknadshypotesen, mun-till-mun metoden och elektronisk mun-till-mun metoden. Metod: Studien använde sig av en kvalitativ metod i form av semistrukturerade intervjuer. Urvalet riktade sig mot unga investerare som var från 18 till 29 år gamla och sammanlagt deltog åtta respondenter.  Slutsats: Studiens resultatet kom fram till att informationsutbytet hade en betydelsefull roll för unga aktieinvesterares beslutsfattande och att de hade en större tilltro till information som härstammade från deras närmaste omkrets än från digitala medier. Dessutom framkom det att individer med högre finansiell kunskap och erfarenhet var mindre påverkade av snedvridningar och informationsutbytet. Det gick även att observera att respondenter som påverkades i mindre utsträckning av yttre påverkan, också hade en större nivå av medvetenheten om dessa snedvridningar och heuristik. / Background: Interest in investing and the stock market has seen a significant increase over the past decade, especially among an increasing number of younger individuals. In today's society, it is becoming increasingly more common for people to not only communicate face-to-face but also in the digital arena through the internet and social media. This is something that has also come to change how the stock market looks today and how information is exchanged among investors in the market. Purpose: Analyze and describe the importance of information exchange for young equity investors. Theory: The study applies theories such as the behavioral finance theory, heuristics, the framing effect, herd behavior, overconfidence, the efficient market hypothesis, word-of-mouth communication and electronic word-of-mouth communication. Method: The study used a qualitative method in the form of semi-structured interviews. The sample was aimed at young investors who were from 18 to 29 years old and a total of eight respondents participated. Conclusion: The results of the study concluded that the exchange of information played a significant role in the decision-making of young stock investors and that they had greater trust in information that originated from their immediate circle than from digital media. In addition, it emerged that individuals with higher financial knowledge and experience were less affected by biases and the exchange of information. It was also possible to observe that respondents who were influenced to a lesser extent by external influences also had a greater level of awareness of these biases and heuristics.

Problem: What are the motives behind positively charged user-generated content on Instagram? Purpose: The study aims to identify and analyze existing and potential users' motives for creating and distributing positively charged content on Instagram from a user perspective. Method: The study was conducted based on a qualitative method and applied the hermeneutical - phenomenological approach. Eleven semi-structured interviews were conducted with female users of Instagram aged between 21-30 years. Theory: The study builds on previous research on user-generated content, electronicword-of-mouth, selective attention, Lazarsfeld’s two-step flow of communication model, Uses &amp; Gratification, motivation and Katz’ functional theory, and Maslow's hierarchy of needs. Empirics and analysis: The empirical data consists of the eleven completed in-depth interviews that were analyzed based on the selected theories. Conclusion: The study has concluded that the underlying motives behind creating positively charged user-generated content on Instagram are: (1) social interaction, (2) entertainment and (3) the need to be seen.

This bachelor thesis is conducted as a Minor Field Study (MFS) in Sri Lanka, funded by the Swedish International Development Cooperation Agency (SIDA). The tourism industry have become a key factor for economic growth in several developing countries. A section of branding which refers to branding of a whole country is place branding. Place branding is seen as a complex process which involves multiple parts of the country. In order to ease for brand managers and to develop the theory of place branding, Hanna and Rowley (2011) have developed a new model of place branding. The model is named the Strategic place brand management model (SPBM- model) and consists of components which are argued to be essential parts in the process of branding a place. Developing countries have a need for place branding practices in order to create economic growth. The SPBM-model could therefore be a useful contribution to the research field of place branding in developing countries. The research questions of this research was therefore firstly to see how Sri Lanka work with the components in the SPBM-model, and second to find out which components in the SPBM-model that can be seen as important based on Sri Lankan conditions. This to answer the purpose of this thesis: explore how the SPBM-model can be applied on the process of branding Sri Lanka. The study was made through a case study of the developing country of Sri Lanka. In order to gain data, seven semi-structured interviews were conducted with officials working with branding Sri Lanka as a tourism destination. By putting the SPBM-model on the Sri Lankan place branding process it can be interpreted that all components are tightly connected to each other, and some parts seems to be more important for Sri Lanka then others. If Sri Lanka put more time and effort in the three components of infrastructure, stakeholders and evaluation, also the other six components of the SPBM-model (identity, brand experience, WOM, architecture, communication andarticulation) indirect will be affected in a positive way.