Background: The beauty industry has transitioned away from traditional marketing and toward interactive, social media-driven techniques, with firms engaging customers with influencers and user-generated content on platforms such as Instagram and TikTok. While most studies focus on advertisements and influencers, little is known about how average users, particularly young women, interact with beaut

This thesis explores how young consumers navigate consumer guilt within the context of social media-narrated consumption. While social media platforms like Instagram and TikTok are known to stimulate desire and shape consumer identity, less is known about how they influence emotional responses after consumption, particularly guilt. Existing literature has largely treated social media and consumer

Purpose: This thesis aims to investigate how customers’ pre-existing brand loyalty influences their perceptions of four characteristics – Perceived Usefulness (PU), Perceived Ease of Use (PEoU), Perceived Trustworthiness (PT), and Perceived Human-likeness (PH) – of AI chatbots used in customer service. In turn, we strive to examine how those perceptions affect overall customer satisfaction towards

Purpose: The purpose of this study is to explore how consumers navigate and justify their consumption habits while striving for a more sustainable identity. The study examines the internal dilemmas that arise when sustainable values confront the realities of identity expression and social influence. Methodology: A qualitative research approach was adopted, in the form of in-depth interviews, invo

Abstract Title: The Sound of Silence: Conceptualizing Strategic CSR Silence as a Communication Practice Date of Seminar: 05-06-2025 Course: BUSN39 - Degree Project in Global Marketing - Master Level Authors: Bob Groeneveld and Vivian Reijntjes Supervisor: Jon Bertilsson Keywords: Corporate Social Responsibility (CSR); CSR Communication; Strategic Silence; Critical Theory; Discursive Closure;

It takes a village to raise a child. It also takes a village to care for our elders - and with this ambition my project of generational housing was created. However, our elders lived a whole life before we came along, which I choose to value as a resource in order to create balance in the everyday life of families with working parents. The neighbourhood is conceived as a semi-collective unit at

Minimalist Branding has become popular as a branding technique in a time of visual overload and growing customer distrust. With an emphasis on cultural and age differences, this study investigates whether minimalist branding increases or decreases consumer trust. Using a qualitative research design built upon constructivism and interpretivism, this study conducted five focus group discussions invo

This thesis examines how luxury branding elements are integrated into nation branding within luxury tourism. Using netnographic analysis of Switzerland’s and Dubai’s official tourism Instagram accounts and applying the Luxury Nation Branding Framework (LNBF), the study reveals how these countries use co-creation, emotional engagement, and symbolism to build strong luxury nation brands. The finding

Title: Constructing the Feeling of Luxury on Social Media: How Traditional Luxury brands, within the luxury goods sector, use Multimodal Communication to maintain Exclusivity on Instagram and TikTok Date of Seminar: June 4, 2025 Course: BUSN39 - Degree Project in Global Marketing Authors: Elvira Andersson and Hanna Nilsson Supervisor: Ulf Johansson Key words: Luxury Branding, Multimodal Comm

Corporate brands face a persistent paradox of staying relevant and exciting in dynamic markets while maintaining consistency with their core identity. This thesis explores how corporate brands navigate this tension, referred to as the corporate brand paradox, by examining newness as a practice. While existing literature recognises newness as a vital element for enabling successful change, it prima

This thesis takes its departure in the critical marketing scholarship where the scholars diverge into conflicting perspectives—the Market either being un-politicizing or de-politicizing. The aim of the research, therefore, was to contribute to the critical marketing stream of literature by reconciling these theoretical tensions. We conducted this research with an empirical case of a contemporary c

Research question: "How do young women construct and perform aspirational identities through the Clean Girl aesthetic on digital platforms?" Purpose: The purpose of this study is to expand the understanding of how trendy aesthetics on digital platforms like TikTok shape users’ identity construction and self-performance. Theoretical perspective: Two main theoretical fields, aspirational

Staden är ett lappverk av fragment. Lager på lager av material som funnits och använts, förändrats och förvanskats, fortsatt existera och försvunnit. Lager på lager av historier, berättelser och minnen som formats av och format materialen och rummen. Allting ihoptrasslat; en dialog mellan det som varit, det som är och det som kan bli. I kuststaden Varberg har hamnområdet avvecklats och flyttats fThe city is a patchwork of fragments. Layer upon layer of materials that have existed and been used, altered and distorted, continued to exist and disappeared. Layer upon layer of stories, narratives, and memories shaped by, and shaping, the materials and spaces. Everything is entangled; a dialogue between what has been, what is, and what might be. In the coastal city of Varberg, the port area ha

Abstract Seminar date: June 3, 2025 Course: BUSN79 Degree Project in Accounting and Finance, 15 hp Authors: Timothée Mortgé and Mara Segveld Advisor: Liesel Klemcke Examiner: Anna Häger Glenngård Key words: Artificial Intelligence (AI), Cybersecurity, Vulnerabilities, Audit, Socio-Technical Systems (STS) theory Purpose: This study explores how AI adoption influences cybersecurity vulnerabilities i

Examensarbetets titel: Från kontor till köksbord - Vad driver produktivitet och motivation i olika arbetsmiljöer? Seminariedatum: 3 juni 2025 Kurs: FEKH49 - Examensarbete kandidatnivå i organisation, 15 högskolepoäng Författare: Amanda Merrikhi, Joel Henriksson och Klara Tjernström Handledare: Olof Hallonsten Fem nyckelord: distansarbete, arbetsmiljö, motivation, produktivitet, sociotekniska perspTitle: From Office to Kitchen Table - What Drives Productivity and Motivation in Different Work Environments? Seminar Date: June 3rd 2025 Course: FEKH49, Bachelor Degree Project in Organization Undergraduate Level, 15 ECTS Authors: Amanda Merrikhi, Joel Henriksson and Klara Tjernström Advisor: Olof Hallonsten Key words: remote work, work environment, motivation, productivity, socio-technical persp