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  • 1.
    Abell, Annika
    et al.
    University of Tennessee, USA.
    Lund, Kaisa
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    How Can a Product Display Lead to Healthier Choices?: Horizontal and Vertical Organization of Foods and Beverages2023In: Society for Consumer Psychology Annual Conference 2023, San Juan, Puerto Rico, March 2-4, Society for consumer psychology , 2023Conference paper (Refereed)
  • 2.
    Abramsson, Alma
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Wärenkrona, Evelina
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    From Breadbasket to Breadcrumbs: International economic turbulence as a domino effect of Russia's invasion of Ukraine2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The invasion of Ukraine has initiated significant challenges and risks for international businesses operating in the region or engaging in trade with Ukraine. The geopolitical tensions and economic instability resulting from the conflict can impact various aspects of international business operations, including supply chains, investments, trade, and reputation management. The purpose of this thesis is to examine wether or not Russia's invasion of Ukraine has triggered a domino effect causing economic turbulence in Europe. Additionally, the authors aim to identify the types of strategies employed by various European small and medium-sized enterprises (SMEs) to manage their international operations in the aftermath of the invasion. This study further intends to explore strategies that can enhance the resilience of businesses and coporate clients during periods of turbulence.

    In order to establish a solid foundation of the topic, this research has employed a qualitative strategy. By conducting semi-structured interviews, a wide range of data has been gathered, which have been analyzed in conjunction with the literature review. Through analyzing all gathered data, the outcome of the research illustrates how Russia's invasion of Ukraine has impacted various European small and medium-sized enterprises (SMEs) as well as the strategies employed to manage their international operations.

    Finally, the thesis concludes that despite the significant impact of the invasion on various firms, there is evidence that, initially, some companies actually experienced profitability due to the war before the domino effect took hold. Consequently, these firms adjusted their focus, restricting imports or exports to and from Russia and Ukraine. The findings of this study emphasize the importance for firms to employ creativity, decisiveness, and transparency, particularly in managing their public image and understanding customer dynamics.

  • 3.
    Adamsen, Michelle
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Belskaya, Izabel
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    The Cultural Impacts On Working Conditions for Employees in the Tourism Industry: Sweden Versus Turkey2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Travel is an adventure into a new unexplored culture, different from what surrounds the traveler in the usual life at home. Culture is reflected not only in architecture, food, and literature but also in social relationships. How people react to everything they hear and see is based on the characteristics of their cultures. During travel, there is a clash of multiple cultures in the faces of tourists and tourism workers. The workers are the people presenting their culture to the tourists, but how does culture itself affect the working conditions of these people? The purpose of this study is to investigate the relationship between cultural norms and the working conditions of workers in the tourism industry. To achieve the purpose of this paper, the cases of Sweden and Turkey were used, since their cultures are fundamentally different from each other. The result of this study showed that Turkish culture is largely based on social relationships and not on following regulations, which leads to corruption and disregard for labor laws. On the other hand, Swedish culture is rule-based, and these characteristics have a beneficial influence on the enforcement of labor laws. The information obtained as a result of this work can be used to study and understand how culture affects the state of working conditions and how the relationship between tourists and tourism workers differs depending on their cultural characteristics.

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    AdamsenBelskaya
  • 4.
    Akhshik, Arash
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS). Jagiellonian University, Poland.
    Strzelecka, Marianna
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS). Jagiellonian University, Poland.
    Tusznio, Joanna
    Jagiellonian University, Poland.
    Grodzińska-Jurczak, Małgorzata
    Jagiellonian University, Poland.
    How Covid-19 changed the way we visit rivers? Applications of big data for sentiment analysis2024In: Land use policy, ISSN 0264-8377, E-ISSN 1873-5754, Vol. 147, article id 107366Article in journal (Refereed)
    Abstract [en]

    Rivers function as natural settings, bringing people together with various activities in the surrounding area. While the literature has overlooked the emotional values and wellbeing connection associated with rivers, knowing how the rivers are perceived by visitors and how the use of rivers has changed during the pandemic can assist decision-making for land use policies and planning. On the other hand, social media, assisting in articulating visitation patterns and moods proximate to the river, provides unprecedented insight to better macro- manage these areas. In this study, we employed Machine Learning to conduct a content analysis for rivers of Poland to expose User-Generated Content (UGC) through the visitors’ lens. We aim at understanding an essential cultural hegemony, the patterns of visits, and the moods of visitors. We further compared the results with the Covid-19 daily infections. The findings suggest an increased pressure on rivers during the pandemic, specifically at the time of the lowest sentiments. Our results may help in articulating patterns and moods proximate to the river that provide unprecedented practical insight and illuminate the path for further research proposals

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  • 5.
    Akhshik, Arash
    et al.
    Linnaeus University, School of Business and Economics, Department of Management (MAN). Jagiellonian Univ, Poland.
    Tusznio, A.
    Jagiellonian Univ, Poland.
    Strzelecka, Marianna
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS). Jagiellonian Univ, Poland.
    Equifinal paths to megafauna conservation through memorable wildlife tourism experiences: evidence from the restitution of the European bison (Bison bonasus) in Poland2023In: Current Issues in Tourism, ISSN 1368-3500, E-ISSN 1747-7603, Vol. 26, no 18, p. 3064-3084Article in journal (Refereed)
    Abstract [en]

    Despite a vast literature conceptualizing a memorable tourism experience, empirical studies overlook the context in which those experiences are produced and compiled into actions that benefit the environment. Accordingly, we need to better understand to what extent the experience of megafauna enclosures strengthens visitors' overall support for wildlife protection. To close this knowledge gap, we study memorable tourism experiences in the Bison enclosures within Poland to better understand the significance of the environmental context in which the experience induces support for protecting the species. To this end, the study employs both symmetric and asymmetric models to uncover the complexity of individual behavioural paths. The PLS-SEM results confirm the role of memorable experiences in the relationship between attitudinal and behavioural outcomes. In a complimentary manner, the fsQCA results reveal how environmental planners can analyze complex constellations of internal and external factors to elucidate the conditions that generate visitor support for wildlife protection.

  • 6.
    Alexe, Diana
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    The effect of persuasive communication on rock climbers' environmental behavior2023Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Rock climbing has become a popular adventure activity, yet it poses a threat to the environment, particularly to the rare species that inhabit the lower vegetation density of rock faces. To address this concern, effective evironmental communication is necessary to provoke environmentally responsible behavior among climbers. This study explores what the most effective form of environmental communication is, that elicits a positive response from rock climbers. Regulatory Focus Theory as well as the nature values distinction (intrinsic, instrumental, and relational) are employed to assess the effect of value-based messages on rock climbers' environmental behavior. Moreover, this research investigates how personal values of rock climbers (biospheric, altruistic, and egoistic) impact their response to messages that highlight different nature values. Environmental messaging that resonates with the personal values of rock climbers can influence their response positively. Thus, crafting messages that are aligned with the target audience's environmental dispositions is essential for effective environmental communication. While the findings did not yield definitive results, the study indicates that messages emphasizing the instrinsic value of nature coupled with prevention-oriented foucus may be more effective for rock climbers. Moreover, altruistic and biospheric values significantly moderated climbers' response to environmental messages framed with nature values. Regulatory focus was not found to significantly influence rock climbers' environmental behavior. The study also shows that demographic characteristics such as age and gender can influence the environmental behavior of rock climbers. The study's insights provide a baseline for future research in persuasive messaging for adventure tourists. The research opens up new directions in tourism studies and identifies environmental values most relevant to the rock climbing community, providing guidance to climbing area managers and other stakeholders invested in safeguarding natural habitats. By shedding light on possible environmental communication strategies for the promotion of pro-environmental behavior among rock climbers, this research offers an important contribution to the protection of vulnerable ecosystems and the preservation of natural habitats.

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    fulltext
  • 7.
    Algotsson, Wilma
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Engström, Amalia
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Scrolla, upptäcka, spendera: TikToks roll i impulsiva köp: En kvalitativ studie om hur möbler och inredning som gått viralt på TikTok bidrar till Gen Z:s impulsiva köpbeteende2024Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Social media platform TikTok has grown in recent years to become a market leader. Gen Z is a large part of the app's users and they are also more likely to make impulsive purchases. TikTok exposes personalized content to the individuals, which provokes unexpected purchase intentions. The focus of the study is on consumer discovery of viral content related to products from the furniture and interior design industry. The theory review of the research highlights the connection between TikTok and the impulsive buying behavior, as well as the layers that the individual goes through in between. 

    The purpose of this study is to explore and understand how furniture and interior design that has gone viral on TikTok contributes to Gen Z's impulsive buying behavior. This study aims to provide an understanding of the phenomenon of virality as well as an insight into Gen Z's impulsive buying behaviors. In order to answer the research question, empirical data was collected through a qualitative research method using ten semi-structured interviews. The respondents belonged to Gen Z and were resident in Sweden. The empirical data was analyzed using the method of thematic analysis, which produced three new themes and enabled the research question to be answered. 

    The conclusion of the thesis showed that TikTok contributes to Gen Z's impulsive buying behavior. EWOM has played a major role in the respondents' purchase decisions. Reviews have evoked needs that then led to impulse purchases while also preventing other purchases when reviews explained the negative features of the product. The results of the study show that the sample means that more impulse purchases have been made since TikTok became the market leader.

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  • 8.
    Almqvist, Elin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Larsson, Tilde
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    The great and green cosmetic choice: A quantitative study explaining behavioral intentions behind purchasing green cosmetic products.2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose - The purpose of this thesis is to explain the impacts of attitude, subjective normsand perceived behavioral control on Swedish consumers' intentions to purchase greencosmetics.Methodology - This thesis utilizes a multiple regression analysis based on an onlineself-completion questionnaire with respondents inside the sampling frame of SwedishMillennials and generation z consumers.Results - This thesis provides an understanding that Attitude, Subjective Norm and Perceivedbehavioral control can positively impact green cosmetic purchase intention.Originality / value - Testing the model of TPB as previously applied in green cosmeticconsumption research, in a greener highly competitive growing market of Swedish personalcare products. 

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    The great and green cosmetic choice
  • 9.
    Amininaji, Parinaz
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Breaking Barriers: An Inquiry into Social Justice and Empowerment in the Solo Travel Narratives of Iranian Women2024Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    This study explores the experiences of Iranian women who have traveled alone, examining the ways in which their narratives reflect and contribute to their sense of social justice and empowerment. Through semi-structured interviews and netnographic analysis, this study found that solo travel is a complex process that involves resisting traditional expectations and asserting autonomy. The findings highlight the significance of empowerment in achieving gender equality and women's rights and demonstrate the importance of acknowledging and amplifying women's voices to create a more inclusive and just society. The study suggests that increased economic independence, education, and career independence are crucial factors in enabling women to make their own decisions about solo travel and that social justice can be achieved by challenging traditional norms and expectations. The results also emphasize the transformative power of solo travel for personal growth and self-discovery and highlight the importance of personal autonomy and decision-making in achieving social justice.

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    fulltext
  • 10.
    Amrén, Martin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Nilsson, Albin
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Longtail-fenomenet i svenskdagligvaruhandel: En kvantitativ studie av försäljningskoncentrationen i den svenska dagligvaruhandelns e-handel jämfört med fysisk handel.2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: Digital development has increased the use of digital channels to buy products. This development puts increased pressure on the retail sector to enhance its digital offerings.

    Problem statement: The conditions for buying and selling products differ online compared to offline for both the buyer and seller. Limited space in a physical store in the local area compared to a large central warehouse for e-commerce. Consumers have access to nearly an infinite number of digital stores with easy comparisons of prices and products.

    Purpose: The purpose of this thesis is to examine how the sales concentration of products in the grocery retail sector in Sweden differs between e-commerce and physical stores.

    Research questions: How does the distribution of product sales differ online compared to physical stores? Is the sales concentration in physical stores more focused to fewer products compared to e-commerce?

    Theory: Both the longtail phenomenon and the Pareto principle exist practically and literarily, but their validity depends on the type of product, period, and market in question.

    Method: Quantitative method using primary data from the grocery retail sector, where the sales of 2 585 products online and offline have been analyzed using a combination of RStudio and Microsoft Excel.

    Conclusions: Sales are more concentrated to fewer products online compared to offline, there are however variations between product categories.

    Keywords: Long tail, Pareto, superstars, grocery, e-commerce, omni-channel, multi-channel, sales concentration.

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    fulltext
  • 11.
    Anchidin, Andreea
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Bigert, Sofia
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Brand equity in the Twitch streamers market: A quantitative study of David Aaker’s brand equity model. 2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: This research aims to test the application of a customer-based brand equity model, based on Aaker´s well-known conceptual framework of brand equity in the context of streamers. 

    Design/Methodology- This research has used multiple linear regression to test the relationship between brand equity and brand loyalty, brand awareness, brand associations as well as perceived quality. The data was collected through a self-completion questionnaire that was distributed via Facebook groups of desired target audience. Following, the data has been processed through the statistics software IBM SPSS. The outputs have been interpreted to later lead to the conclusions. 

    Findings: This research has found that Aaker´s conceptual framework of brand equity is applicable in the streamers context. 

    Research limitations: The limitations of this study were regarding sampling methods that lead to the study to not be generalizable. 

    Originality/Value: This study contributed to the body of knowledge as streamers as influencers is not a widely researched topic.

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  • 12.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Müllern, Tomas
    Jönköping University, Sweden.
    Danilovic, Mike
    Halmstad University, Sweden.
    Exploring barriers to collaborative innovation in supply chains: a study of a supplier and two of its industrial customers2023In: Business Process Management Journal, ISSN 1463-7154, E-ISSN 1758-4116, Vol. 29, no 8, p. 25-47Article in journal (Refereed)
    Abstract [en]

    Purpose: The purpose is to identify and explore barriers to overcome for developing collaborative innovation between a global service supplier and two of its industrial customers in Sweden. Design/methodology/approach: The research had an action-based research approach in which the researchers were interacting and collaborating with the practitioners in the companies. The empirical part includes primary data from multiple interviews, and two workshops with dialogues with participants from the involved companies. The use of complementary data collection methods gave rich input to understanding the context for collaborative innovation, and to uncovering barriers, to develop solutions for collaborative innovation. The empirical barriers were analysed using theoretically derived barriers from a literature review. The analysis generated four broad themes of barriers which were discussed and led to conclusions and theoretical and practical implications on: the customer's safety culture, the business model, the parties' understanding of innovation and the management of collaborative innovation in supply chains. Findings: The thematic analysis generated four broad themes: the customer's safety culture, the business model, the parties' understanding of innovation and the management of collaborative innovation. These themes where analysed using theoretically derived barriers from a literature review. The industrial context, the understanding of innovation and its management created barriers. Originality/value: The unique access to the service supplier and its two independent industrial customers adds a rich contextual framing to the process of identifying and exploring the barriers to collaborative innovation. The conclusion emphasizes the importance of an industrial business context, the business logic in terms of business models and for the understanding and management of collaborative innovation.

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    fulltext
  • 13.
    Anderzén, Tim
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Ramadan, Lia
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Is Green brand image the saviour of consumers' well-being?: An exploration on how consumers' subjective well-being can be influenced by green brand image.2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: Subjective-well being is an increasingly important concept within consumer research. Previous studies have thus far shown the capability of brand image and other types of image to influence separate components of subjective well-being, mainly life satisfaction, positive and negative affect. This phenomenon is relevant not least in terms of green branding, as environmentally sustainable behaviour has been shown to also influence certain components of subjective well-being. The study focuses on resolving a theoretical gap in which subjective well-being as a phenomenon with all three of its components has not yet been studied, while recognising the importance of subjective well-being for consumers. 

    Purpose: The purpose of this research is to explore how consumers' subjective well-being can be influenced by a green brand image

    Method: In order to explore the field properly a qualitative nature was adopted. The qualitative material was thereafter gained through 16 semi structured interviews. To capture the essence of the empirical material the paper implemented a coding method inspired by grounded theory. The resulting categories and concepts were used in the analysis of the empirical material.  

    Findings: The main findings brought forth by this study showcase that green brand image is able to positively influence subjective well-being, through its positive impact on life satisfaction and its components, as well as through eliciting positive affect while minimising negative affect within the context of engaging with brands that present a green image. These findings have both theoretical and practical implications further discussed. 

    Conclusion: In concluding remarks this paper discovered that a green brand image could influence consumer Subjective well-being due to altruism and self-image. 

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    GBI and SWB thesis
  • 14.
    Andlöw, Alexander
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Carlgren, Gustaf
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    The impact of onboarding andnurturing fans: A qualitative research of Swedish ice hockeyorganizations strategies in their interaction withoccasional and devoted fans2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    With the constant challenge of successfully appealing to new customers andnurturing the relationships that sports organizations have created with theircustomers, well-thought-out and adapted strategies are required incommunication. Since organizations from the sports industry are characterizedby great competition from other organizations but also from other industriessuch as the entertainment industry, a clear and well-thought-out approach isneeded for how customers are to be engaged and build loyalty. Therefore, the purpose of this study is to research how Swedish ice hockey organizationscultivate relationships with their devoted and occasional fans and whichstrategies they use to influence them as well as the impact the fan engagementhas on their loyalty.

    The empirical findings in this research derived from a qualitative researchapproach, specifically utilizing semi-structured interviews. The focus of theresearch was on four ice hockey organizations from the top two tiers inSweden, enabling a comprehensive examination of the subject matter. Thenthe results from the interviews that were carried out together with the presentedliterature review were discussed and analyzed to compare and distinguishsimilarities and differences.

    The conclusion of the degree project drew attention to a clear differentiationbetween occasional and devoted fans, where it appeared that they wereengaged by different factors, namely experience and sporting aspects. Byleveraging this insight and following the modern trends and digitization,organizations can create opportunities to convert new fans into more loyal andengaged supporters and then nurture the relationship on a deeper level.

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    fulltext
  • 15. Andresen, Edith
    et al.
    Öberg, Christina
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS). Ratio Institute, Sweden.
    Sustainable implementation of public sector innovation2023In: Presented at the Industrial Marketing and Purchasing (IMP) group conference, Milan, Italy, August 23-25, 2023, Milan, 2023Conference paper (Refereed)
  • 16.
    Angelakis, Angelos
    et al.
    University of Vienna, Austria.
    Inwinkl, Petra
    University of Vienna, Austria.
    Berndt, Adele
    Jönköping University, Sweden;University of Pretoria, South Africa.
    Ozturkcan, Selcen
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS). Sabanci University, Türkiye;INTI International University, Malaysia.
    Zelenajova, Anna
    University of Vienna, Austria.
    Rozkopal, Veronika
    University of Vienna, Austria.
    Gender differences in leaders’ crisis communication: a sentiment-based analysis of German higher education leaderships’ online posts2024In: Studies in Higher Education, ISSN 0307-5079, E-ISSN 1470-174X, Vol. 49, no 4, p. 609-622Article in journal (Refereed)
    Abstract [en]

    This study examined the communication styles of rectors and vice-rectors of German public universities during the COVID-19 pandemic to explore the influence of gender on leadership communication. We collected data from social media and university websites; and analysed the language used to identify transformational, transactional, and servant leadership styles. Our results showed that female leaders demonstrated more positive communication than men and a stronger preference for transformational leadership, while male leaders tended to use a transactional style. Additionally, we found that both male and female leaders exhibited a high degree of empathetic concern for their stakeholders, contributing to the overall positive tone of communication. These findings suggest that gender may play a role in how university leaders communicate during times of crisis, highlighting the importance of inclusive and compassionate leadership in higher education.

  • 17.
    Angelakis, Angelos
    et al.
    University of Vienna, Austria.
    Inwinkl, Petra
    University of Vienna, Austria.
    Berndt, Adele
    Jönköping University, Sweden.
    Ozturkcan, Selcen
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Zelenajova, Anna
    University of Vienna, Austria.
    Rozkopal, Veronika
    University of Vienna, Austria.
    Gender (Still) Matters in the Crisis Communication: A Sentiment-Based Analysis of German Higher Education Leaderships' Online Posts in the Context of COVID-192023In: Presented at the 25th Hochschulmanagement Workshop-Conference, Vienna, Austria, February 23-24, 2023, 2023Conference paper (Refereed)
  • 18.
    Angelakis, Angelos
    et al.
    University of Vienna, Austria.
    Inwinkl, Petra
    University of Vienna, Austria.
    Ozturkcan, Selcen
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Berndt, Adele
    Jönköping University, Sweden.
    Winkler, Raphaela
    Hodzic, Nejra
    Female CEOs: A structured literature review2023In: Presented at the International Symposium in Business (ISBIZ23), Greece, July 24-28, 2023, 2023Conference paper (Refereed)
    Abstract [en]

    Purpose: "Where Are All the Women CEOs?" (Fuhrmans, 2020) is a corporate question describing the growing sense of gender diversity and women's discrimination in top leadership positions. Nowadays, gender equality is an important topic and plays a strategically important role in corporations. However, women remain underrepresented and are treated differently than men counterparts in top executive positions. Thus, this research aims to provide insights into the major themes and critically reflect on the literature regarding women/female CEOs of the past two decades.

    Design/methodology/approach: A Structured Literature Review (SLR) was conducted. All included articles stemmed from the ABS or ABDC journal rankings, resulting in 162 relevant articles. The time frame was 2000 through 2020 (20 years). Databases included in this review were: Scopus (Elsevier), ProQuest, Emerald Insight, JSTOR and ABI/Inform. All results were limited to English-only peer-reviewed scientific journal articles.

    Findings: The analysed literature on women/female CEOs addresses their personal and professional characteristics (outer appearance and leadership style), their appointment and hierarchical advancement, their effect on different business organizational aspects (such as firm performance and governance), the gender pay gap and the glass ceiling/cliff. Furthermore, the findings suggest that women are underrepresented in CEO positions, face various discrimination statuses, and bear with cultural and ethnic barriers to elevating hierarchy.

    Research limitations/implications: The coding process, in particular, the code grouping, could be influenced by the researchers’ subjectivity. In addition, not all collected data was analysed, as some codes and data were not considered beneficial for this research. 

    Originality/value: To the best of the authors' knowledge, such research regarding female leadership, namely the CEO position, is limited, and no structured literature review within the AJG/ABDC ranking was found during the data collection phase. Hence, such an effort can serve for future research to dive deeper into the topic of female/women CEOs. The method has been described in detail to ensure transparency and researchers’ reproducibility of the results.

  • 19.
    Anisimova, Tatiana
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Billore, Soniya
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Kitchen, Philip J.
    ICN Artem Business Sch, France.
    Ego-depletion is in the way: the challenges of controlled communication and the role of the regulatory focus theory in sustainable goals pursuit2024In: Journal of Communication Management, ISSN 1363-254X, E-ISSN 1478-0852, Vol. 28, no 1, p. 134-146Article in journal (Refereed)
    Abstract [en]

    Purpose - Via the lens of the ego-depletion phenomenon (Baumeister et al., 1998) and Higgins' (1998) regulatory focus theory, this paper seeks to explain why current controlled communications are failing to achieve coherence between people's free will and their actions pursuing sustainable goals in a society. This paper explains how ego-depletion triggered by controlled communications can lead to confusion and decision fatigue in a society, thus potentially sabotaging people's participation in sustainable behaviour. Design/methodology/approach - The authors applied Jaakkola's (2020) theory synthesis approach to integrate concepts from previously unconnected disciplines in order to generate novel insights in the area of controlled communication management. Findings- The authors develop a theoretical framework and present research propositions that can help advance research and the discourse at the intersection of controlled communication and self-regulation theories. Research limitations/implications - This paper possesses the limitations associated with conceptual papers, e.g. the lack of empirical support of the study's conceptual arguments. Practical implications - This paper generates novel insights to assist communication practitioners and policymakers to improve vehicles and mechanisms of controlled communication with the public regarding sustainable goals pursuit. Originality/value - To the best of authors' knowledge, this is one of the first papers that has merged the domains of self-regulation, ego-depletion, and controlled communication in an integrative framework in order to explain the mechanisms of how to enhance the effectiveness of controlled communication associated with sustainable goals pursuit.

  • 20.
    Anisimova, Tatiana
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Vrontis, Demetris
    Univ Nicosia, Cyprus;Lebanese Amer Univ, Lebanon;S P Jain Sch Global Management, Singapore.
    The food you can trust: The moderating role of age in the relationship between consumer values and organic food trust2024In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 182, article id 114803Article in journal (Refereed)
    Abstract [en]

    With no universal definition for organic or sustainability label claims on food products, it is challenging for shoppers to know which organic produce to trust. Therefore, a comprehensive understanding of consumer trust is critical and instrumental in encouraging sustainable buying choices. We operationalize consumer trust in organic food as encompassing cognitive particularized trust and affective anonymous trust. We test how the relationship between consumer values and trust varies in conjunction with previous organic food consumption experience and consumer age on a sample of 1011 Australian consumers. The findings reveal that values related to selfsymbolism and self-transcendence are positively associated with trust, whereas values related to security and openness to change show no relationship with trust. Furthermore, it was found that consumer age strengthens the consumer values-trust link in the case of self-symbolic and security values.

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  • 21.
    Anisimova, Tatiana
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Weiss, Jan
    Montpellier Business School, France;Jönköping University, Sweden.
    Toward a better understanding of the attitude–behavior gap in organic food conative loyalty: a moderation and moderated mediation analysis2023In: Asia Pacific Journal of Marketing and Logistics, ISSN 1355-5855, E-ISSN 1758-4248, Vol. 35, no 6, p. 1474-1493Article in journal (Refereed)
    Abstract [en]

    Previous research has found mixed evidence of an attitude–behavior gap in organic food consumption. However, the complex mechanisms underlying this gap warrant further investigation. The purpose of this study is to examine the role of word-of-mouth (WOM), trust, and involvement in the relationship between consumer organic food attitudes and conative loyalty. The Theory of Planned Behavior (TPB) was used as underlying framework for modeling our conceptualized arguments. Design/methodology/approach A moderation and moderated mediation analysis was performed on a cross-sectional sample of 1,011 Australian organic food consumers. Findings The results support the TPB-inspired moderated-mediation model. Specifically, the authors found moderated mediation effects of WOM, trust, and involvement on conative loyalty via attitudes toward organics. Research limitations/implications The cross-sectional research design and the focus solely on Australian consumers constitute limitations of this study. Practical implications The authors' findings imply that an analysis of the attitude–behavior gap should go beyond the testing of contingent consistency hypotheses and instead combine moderation and mediation mechanisms to better model consumer decision-making leading to conative loyalty. Practitioners would face a resource challenge when targeting low-trust, low-involvement, and low-WOM consumers as developing conative loyalty of these segments would require a longer-term approach through building favorable attitudes toward organic foods. Originality/value This study is one of the first to demonstrate the potential of examining the attitude–behavior gap in the organic food context through a moderated mediation lens in explaining the dynamics of conative loyalty.

  • 22.
    Antonopoulos, Christos
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Abzakh, Nartan
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Carlsson, Alexander
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Integrerad Marknadskommunikation: En kvalitativ undersökning2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Idag ser marknadsföringsverktygen tillgängliga för organisationer annorlunda ut i jämförelse med 20 år sen. Digitala utvecklingen har inneburit nya möjligheter för organisationer att interagera med sin omvärld på ett sätt som skapar värde för såväl organisationen som dess intressegrupperingar. Marknadsföring och Public Relations har därmed blivit alltmer sammanflätade, vilket ställer nya krav på organisationens förmåga att bygga relationer till sin omvärld och som leder till ökad kundlojalitet och ökad kundnöjdhet. Integrerad Marknadskommunikation (IMC) är ett konstant förändrande verktyg beroende på de teknologiska framsteg som sker, därför kan det finnas ett gap mellan tidigare teori och den aktuella verkligheten. Organisationer som arbetar med marknadsföring har oftast en naturlig övergång till en IMC användning. Därav kan det vara av intresse att undersöka organisationer som är i startfasen av sin IMC användning för att få en klarare bild av IMC arbetet i en modern kontext.

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  • 23.
    Aoun, Kevin
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Adaptability and Tourism: Changes In Tourism Consumption From Swedish Multi-Person Households2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This research project investigates the adaptability of travel consumption in Sweden to global crises, with a focus on families. Tourism is a major contributor to the global economy, but it is also highly sensitive to global crises such as natural disasters, political instability, economic recessions, and health pandemics. These crises can disrupt travel and have significant impacts on the tourism industry and destination communities. In response to these crises, tourists may alter their travel plans and behaviour, including choosing alternative destinations and engaging in budget travel. This study aims to compare the adaptability of tourists under global crises by reviewing relevant literature and examining interviews of how Swedish families and their tourism behaviours have responded to specific global crises. 

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  • 24.
    Baray, Alexis
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Levander, Jacob
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Westerberg, Caroline
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Nordic Banks’ Internationalization Process and Their Effectiveness in the Digital World2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In the last couple of decades internationalization of firms has increased all over the world, and banks are not an exception. Different factors are impacting the decision of entering a new market and digitalization is certainly one of the main factors contributing to the internationalization process. Hence, the purpose of this thesis is to investigate what the internationalization process looks like for banks originating from the Nordic region and the impact of digitalization on the process as well as how digitalization impacts the banks' effectiveness. The data were acquired using a qualitative multiple case study of five leading banks originating from the Nordic region through semi-structured interviews. Afterward, the collected data was discussed in the literature review chapter in the analysis chapter to detect similarities and differences. 

    The findings in this thesis revealed that the factors that are evaluated are both internal and external before entering a market and that the significance of each factor varies depending on what bank it is. Additionally, the role of digitalization has also played a big part in how the process of the banks looks and how the current process of internationalizing is done. Instead of expanding which has been the previous focus for these leading banks, the focus has the recent years switched to withdrawing from foreign markets with their physical presence to focusing on offering their services from their home markets and on digital investments. Along with how digitalization has affected Nordic banks' internationalization process, this thesis also presents how effectiveness and assessment are impacted by digitalization. 

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  • 25.
    Baroshki, Seroud
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Jansson, Matilda
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Redenstrand, Sophia
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Marknadsföring inom svensk damfotboll: Vilka marknadsföringsstrategier används för att få supportrarna mer engagerade i de svenska elitklubbarna?2024Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This paper aims to study what marketing strategies are used to engage supporters in Swedish women's elite football clubs and further present what common marketing strategies there are among the football clubs. The paper also presents specific measures that can be implemented to effectively strengthen the engagement amongst supporters of the clubs. Initially, there is an introduction of the Swedish football industry, and the market forces it is affected by. Insights are given intosports marketing, a brief historical review of the industry, women's football and thechallenges it has, and still faces, as well as what opportunities are seen. The nature of the study is a qualitative method conducting semi-structured interviews. Managers and employees from seven different Swedish elite football teams has taken part in interviews providing insights of the teams marketing strategy. The theories used are consumer engagement theory, services marketing theory, service dominant logic and co-creation, relationship marketing theory, consumer satisfaction and experiential marketing. The empirical study shows there is conformity among the marketing strategies throughout the clubs, though their approaches vary. All strive to create an engaging experience for their customers and supporters through multiple marketing and service initiatives. Measures to strengthen engagement among supporters of the clubs could be to formulate a unique marketing strategy for women's football teams, maintain regular presence on social media and including players, both on and offline. Highlighting unique values and strengths to attract new sponsors and cherish relationships with them, working on community creation and integrating the youth section. 

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  • 26.
    Bazerbashi, Ayman
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Nguyen, Erik
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Optimal Portfolio Allocation in the Middle East Real Estate Market: A Comparative Study of the UAE and Qatar: Why could UAE or Qatar be an opportunity for European businesses and portfolio investors in the Middle East?2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This research compares the real estate markets of the United Arab Emirates (UAE) and Qatar, focusing on opportunities and challenges for European businesses and portfolio investors. The study integrates theoretical frameworks, empirical findings from interviews, and analysis of official reports. The theoretical insights highlight the importance of economic factors, cultural understanding, and risk management. The empirical findings reinforce these concepts, revealing varying risk tolerance levels among investors. The analysis indicates that the UAE offers more significant investment opportunities than Qatar due to sustained economic growth and infrastructure development. The research provides practical implications for investors and sets the foundation for future studies.

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  • 27.
    Behr, Merle Maleen
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Nix, Therese Katharina Maria
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Exploring Sense of Place Through Local Tourism Actors' Embeddedness in Rural Tourism Place-Making: Insights from Local Rural Tourism Actors in Southern Sweden2024Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Especially in the post-COVID era, where local attractions have gained prominence, tourists are drawn to rural areas for their idealized charm and tranquility, with local tourism actors, residents, and visitors collaboratively shaping these rural imaginaries. Rural tourism place-making is a phenomenon that transforms areas into visitor hubs, impacting physical landscapes, social dynamics, and local tourism actors' Sense of Place. The existing literature on rural tourism place-making has primarily focused on social interactions within communities, yet there is a significant gap in understanding how these interactions specifically influence the local tourism actors' Sense of Place. Additionally, there is limited research on how the introduction of national parks at a later stage, affects the local Sense of Place, especially through local tourism actors' embeddedness in the place-making process.

    This thesis examines how local tourism actors contribute to place-making in rural tourism, focusing on the Åsnen area in Southern Sweden, where tourism has become a significant driver of rural community development. The study explores how these actors' embeddedness in tourism place-making shapes their Sense of Place, examined through the lens of the Interactional Community Field Theory. Utilizing a qualitative research approach, the study employs in-depth semi-structured interviews to gather narratives of local tourism actors. The findings highlight the importance of collaborative networks, open communication, and shared knowledge in fostering a Sense of Community and enhancing the overall experience for both locals and tourists. Next, the participation of local actors in rural tourism place-making strengthens their sense of belonging and pride in their community. This sense of pride not only fosters positive attitudes towards tourism but also strengthens local tourism actors' attachment to their rural communities and places. These insights have important implications for policymakers and practitioners involved in rural tourism development. Strategies should focus on promoting inclusive and participatory approaches that engage local tourism actors in decision-making processes. By doing so, it is possible to enhance the positive impacts of tourism on local communities' Sense of Place.

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  • 28.
    Benmakhlouf, Sara
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Fajardo, Rodrigo
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Tourism Marketing Management and Competitiveness A Case Study in Öland & Gotland 2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The drastic growth in the tourism industry is continuously raising questions for destinations regarding competitiveness in today's global market share. For small island destinations, destination management in the terms of marketing is a crucial factor that defines the competitiveness and success of smaller islands in order to remain competitive and economically benefit in the fast growing tourism industry. The purpose of this study was to uncover specific marketing strategies that needed to be incorporated within small island tourism destinations. To fill in the knowledge gap within the marketing of small island tourism, a case study was conducted by examining the challenges and opportunities in two small islands, Öland and Gotland, located in Sweden. The findings of the case study revealed the significance of cultural tourism and its role in the marketing of the destinations. The cultural attributes include the importance of heritage and nature; by providing unique travel attributes that step out of the typical 3S (sea, sun, sand). The findings were looked upon from local residents, businesses, and local tourism organizations which both concluded that cultural attributes are important factors to consider to solve the seasonality challenges with a clear market segmentation in order to continually remain competitive. 

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  • 29.
    Berglund, Emma
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Johansson, Hanna
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Does the good outweigh the bad?: The roles of risk, value and trust on green purchase intention in Sweden2024Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: 

    In today’s society, consumers are becoming increasingly aware of the negative impact of consumption, and strive to consume more sustainably by choosing green products. As a result, companies engaging in environmentally sustainable initiatives can enhance consumers’ green purchase intentions. Three concepts that contribute to the understanding of green purchase intentions are green perceived risk, green perceived value and green trust. Therefore, the focus of this research was to explain how these concepts impact green purchase intention. 

    Purpose: 

    The purpose of this study is to explain the impact of green perceived value, green perceived risk and green trust on green purchase intention in the Swedish market. 

    Methodology:

    This study uses a quantitative approach, employing a self-completion questionnaire to collect data from Swedish consumers using a convenience sampling approach. The questionnaire included items related to green perceived value, green perceived risk, green trust and green purchase intention. Data analysis was conducted using statistical methods including a multiple regression analysis to examine the relationship and significance among the variables. 

    Findings:

    The study’s findings indicated that both green perceived value and green trust significantly impacted green purchase intention among Swedish consumers. However, contrary to prior research findings, green perceived risk did not show any significant impact of green purchase intention. These results highlight the importance of perceived value and trust in promoting green purchase intentions in the Swedish market. 

    Conclusion:

    This study provides valuable insight into the concepts of green perceived risk, green perceived value and green trust and its impact on green purchase intentions in the Swedish market. Findings conclude the significance of perceived value and trust in shaping consumer behavior towards green products. Marketers and businesses can use this insight to develop strategies promoting sustainable consumption practices among Swedish consumers. 

    Keywords: 

    Green purchase intention, Green perceived risk, Green perceived value, Green trust.

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  • 30.
    Bergman, August
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Thalin, Elliot
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Dealing With Competitiveness in Emerging Markets: Discovering the Use of Competitive Strategies of NIBEIndependent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This thesis focuses on examining key competitive strategies for multinational corporations(MNCs) operating in emerging markets, and what factors contribute to the success or failureof these strategies. Also, this research will study how MNCs can adapt competitive strategiesto fit emerging market characteristics and local market conditions. It will also examine thefactors of variation for competitive strategies across different emerging markets.The empirical findings in this study were acquired using a qualitative single case study of anMNC operating in international markets. The findings were gathered through semi-structuredinterviews to then be analysed and discussed with the literature review to highlight differencesand similarities.The conclusion of this thesis displays competitive strategies used by MNCs in emergingmarkets and the factors that impact success or failure. The single case study of NIBEgenerated examples of competitive strategies in emerging markets, more specifically howacquisition and subsidiaries were used to adapt to local market characteristics. Factorsaffecting the success or failure of MNCs are institutions, networks, local regulations andnorms, together with local market conditions.

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  • 31.
    Bergstrand, Daniel
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Åradsson, Felix
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    The Impact of Transparency, Environmental Sustainability, and Ethical Practices in Marketing: -Shaping Swedish Gen Z's Attitudes Towards Fast Fashion Brands.2024Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In recent years, there has been a growing focus on how transparency, environmental sustainability, and ethical marketing practices shape consumer attitudes, particularly among younger demographics. The purpose of this thesis is to explore how these factors influence Swedish Generation Z's attitudes toward fast fashion brands. Specifically, this study aims to understand the impact of transparent, environmentally sustainable and ethical marketing on the perceptions and preferences of this demographic, providing insights for businesses looking to align their strategies with the values of Generation Z.

    The research centers on the research question: How do transparency, environmental sustainability, and ethical marketing practices influence Swedish Generation Z’s attitudes towards fast fashion brands? To address this question, relevant theories have been examined and integrated to contextualise the analysis of empirical data. A quantitative research method and a deductive approach were employed to gather primary data through surveys, aiming to better understand Generation Z's attitudes towards fast fashion brands.

    The literature review encompasses theories related to (1) Environmental sustainability, (2) Transparency, and (3) Ethics in marketing. Based on this review, a conceptual framework (Figure 4) was developed to illustrate the correlations between these theories. 

    The empirical results were then examined in relation to the concepts introduced in the literature review. The findings indicate that transparency, environmental sustainability, and ethical marketing are highly valued by Swedish Generation Z. Furthermore, unethical practices significantly damage consumer attitudes. These insights demonstrate the substantial influence of these factors on the attitudes of Swedish Generation Z, suggesting that adherence to ethical, transparent, and environmentally sustainable practices is crucial for fostering positive consumer attitudes within this demographic.

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  • 32.
    Bhatti, Waheed Akbar
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Chwialkowska, Agnieszka
    University of West Georgia, USA.
    Hussain, Nazim
    University of Groningen, Netherlands.
    Glowik, Mario
    Berlin School of Economics and Law, Germany.
    Profitable or Sustainable? Contradiction or Necessity in Modern Strategy Development?2024In: 2024 AMA Winter Academic Conference, Florida USA, 2024Conference paper (Refereed)
  • 33.
    Bhatti, Waheed Akbar
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Chwialkowska, Agnieszka
    University of West Georgia, USA.
    Hussain, Nazim
    University of Groningen, Netherlands.
    Glowik, Mario
    Berlin School of Economics and Law, Germany.
    The Googling Effect on patient co-creation in physiotherapy service exchange2024In: Social Science and Medicine, ISSN 0277-9536, E-ISSN 1873-5347, Vol. 359, article id 117282Article in journal (Refereed)
    Abstract [en]

    We study the process of value co-creation in physiotherapist-patient relationships and the underlying mechanisms of this process. We present the Googling Effect Model outlining the relationship between patients' pre-encounter online information search and their commitment to compliance in physiotherapy service exchange. We tested the model on a sample of physiotherapy service patients (n = 446) in the United States. We analyzed the collected responses using the partial least squares method, using SmartPLS 4.0. Our study contributes to the existing body of knowledge in several ways. We developed and tested the Googling Effect Model. Doing so adds to the healthcare literature on value co-creation in physiotherapy. The Googling Effect Model increases the predictive value of the Service-Dominant Logic as it outlines the mechanism underlying value co-creation in healthcare, including the role and importance of pre-encounter online information search in collaborative healthcare. Moreover, the findings illustrate how the underlying mechanism through which pre-encounter online information search affects commitment to compliance differs between men and women and different ethnic groups. These findings can be used to create an environment that increases service engagement and commitment to compliance by accounting for patients’ gender and ethnicity.

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  • 34.
    Billore, Soniya
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Digital museums anyone?: Consumer perceptions for digital cultural consumption in a developing country2023In: International Journal of Management Practice, ISSN 1477-9064, E-ISSN 1741-8143, Vol. 16, no 1, p. 1-17Article in journal (Refereed)
    Abstract [en]

    Museums are essential to cultural consumption, heritage, and knowledge. In the scenario of the global pandemic, Digital museums can be a relevant solution for consumers’ cultural engagement in the safety of their homes. However, more research is needed for assessing consumers’ acceptance of technology and the intention to use digital museums. Data was collected from 125 consumers in India and was analyzed via the TAM model through linear regression using SPSS 21. Results indicated that perceived usefulness has a stronger impact than perceived ease of use but both positively impact attitude and intention to use. To the best of the author’s knowledge, this research is the first of its kind that explores consumers’ perceptions for digital museums in India. Academic contributions are done in testing this issue through TAM and the practical implication is identifying a positive scenario for reinforcing digital museums as a new form of digital markets. 

  • 35.
    Billore, Soniya
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Innovative Marketing Through Creative Digitalization: Rethinking Customer Service in the Japanese Well-being Industry2024In: Tourism Planning and Destination Marketing / [ed] Mark Anthony Camillieri, Leeds, UK: Emerald Group Publishing Limited, 2024, 2, p. 151-173Chapter in book (Refereed)
    Abstract [en]

    The pandemic had a huge negative impact globally on small and micro firms, particularly on cultural enterprises, making it imperative for them to create strategic solutions for sustainable business models and customer relationships. This chapter studies the digital interventions employed by the micro cultural enterprises in the Japanese Onsens (Hot baths) sector during the pandemic period in Japan. Using the theoretical lenses of service dominant logic and value creation, the study extracts four prominent value creation processes from the analysis of the employed secondary data. The study underlines the importance of collaboration between a firm's internal and external resources, their creative use of operant resources, and a robust customer orientation leading to creative digitalization. The results of the study show how cultural enterprises can rethink customer service in the cultural and creative sector. It also draws attention to the need for more robust policies and support systems that can encourage global cultural enterprises to develop sustainable business models.

  • 36.
    Billore, Soniya
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Anisimova, Tatiana
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Vrontis, Demetris
    Univ Nicosia, Cyprus.
    Self-regulation and goal-directed behavior: A systematic literature review, public policy recommendations, and research agenda2023In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 156, article id 113435Article, review/survey (Refereed)
    Abstract [en]

    The act of self-regulation, also referred to as self-control, is antithesis to profligacy. Self-regulation is central to human behavior and is the core of a well-functioning society. Although self-regulation as a research topic has been well-researched, systematic literature reviews on this domain are rare. To the best of the authors' knowledge, this article is one of the first to present a systematic literature review on self-regulation and goal -directed behavior. The authors compiled a study pool of 78 papers over a period of 1990-2021. This study complements the Theory, Characteristics, Context, and Methodology (TCCM) framework, and presents the TCCMP framework to provide public policy recommendations. Further, the authors extract seminal models in the self-regulation literature to re-integrate them into contemporary marketing research. Through the insights gained from the literature review, this paper presents suggestions for public policies, and develops a detailed research agenda.

  • 37.
    Bishar, Aisha
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Robertine, Piffo Lakpa
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Branding and Promotion of Tourism Destinations in Africa: An investigation of the branding and promotion of tourism in Africa, case of Cameroon.2023Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    This study explores the branding, and promotion of tourist destinations in Cameroon. The research aims to identify strategies and challenges faced in positioning Cameroon as a competitive tourist destination and suggest areas for improvement. The research methodology employed a combination of content analysis, case studies, and interviews with industry experts. The findings highlight the significance of effective branding and promotion strategies in attracting tourists and creating economic benefits. Challenges such as language barriers and access to industry experts were encountered during the research process. The study recommends further research with a larger time frame to gain more insights. Overall, this research contributes to understanding the implications and opportunities for enhancing the branding and promotion efforts of tourist destinations in Cameroon.

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  • 38.
    Bjärsholm, Daniel
    et al.
    Linnaeus University, Faculty of Social Sciences, Department of Sport Science.
    Backman, Jyri
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Possiblities for Tax Optimization in Swedish Sport2023In: EASM BELFAST 2023 CONFERENCE ABSTRACTS: 31st European Association for Sport Management Conference, September 12-15, 2023, Belfast, Northern Ireland, ESAM Belfast , 2023, p. 371-372Conference paper (Refereed)
    Abstract [en]

    Aim and Research Question

    Ice hockey and football are two sports that are at the forefront when it comes to professionalization and commercialization in Swedish sport. Players in the top tiers of these sports are full-time professionals, and the topleagues in these sports (Swedish Hockey League [SHL] and Swedish Football League [SFL]) are the biggest in turn of financial turnover. A consequence of these leagues becoming increasingly professionalized and commercialized is that sport law has become more important in Sweden.

    This juridification of sport is, however, more evident in other countries (e.g., the United States). The European Parliament has also drawn attention to this, and a sub-area that has recently received attention is taxes for football players (Houben et al., 2021). In their study, Houben et al. (2021) scrutinized the tax treatment of professional footballplayers remuneration in 7 member states. Two of their conclusions were: 1) that the tax treatment differs widely between the countries; and 2) that “this topic of research is underdeveloped from a scholarly perspective” (p. 10). Against this background, the aim of this study is to analyze how sport clubs in Sweden can use Swedish taxlegislation to create better economic conditions for their organizations.

    Theoretical Background

    The concept of utility-maximization and the work by Houben et al. (2021) will be used as theoretical points of departure. According to Vamplew (1988), utility-maximization (also known as win-maximization) in a sporting context means that financial profitability is subordinated to the clubs’ interest in achieving sporting success. Consequently, these clubs can well be financially unprofitable and make financial loss in favour of sporting success.

    Research Design, Methodology and Data Analysis

    This study is based on what can be described as legal method (i.e., a form of document analysis). In this research, this means that Swedish tax law, preparatory work, case law and doctrines are analysed. These sets of data will provide knowledge of how tax legislation can be used to to create better economic conditions.

    Results/Findings and Discussion

    Sweden is known for having a high tax burden. The main rule in Swedish tax legislation is that individuals are unlimitedly liable for tax (see SFS 1999:1229). Income that a player receives from a club is charged with municipal tax, which despite its name includes both a municipal tax and a regional tax. In 2023, this tax rate amounts to an average of 32.24 percent (SCB, 2022). Furthermore, if an unlimited taxable person earns more than SEK 554.900 per year before deductions, they also need to pay an additional state income tax corresponding to 20 percent of the partof the taxable earned income that exceeds the strata level. For players with a salary exceeding the strata limit, the taxis approximately 50–55 percent depending on which municipality the player lives in.

    However, there are some tax solutions for sports clubs to attract professional players. Alongside the main rule ofunlimited tax liability, there are two different tax solutions that can be used in Swedish sport. The first was introduced in 1991 and is called the Special income tax for foreign residents, artists, and athletes (A-SINK) (SFS 1991:591). This act stipulates that players who resides outside Sweden can play at a tax rate of 15 percent on their taxable income, but they can only stay a maximum of 183 days during a 12-month period. Bonuses such as a signing bonuscan also be taxed according to A-SINK. The second solution is the so- called “expert tax relief“ (SFS 1999:1229). The aim of this tax relief is to attract foreign citizens carrying out particularly qualified tasks (e.g., researchers), and since 2012 this relief also includes professional athletes (Björkman, 2012). If the expert tax relief applies, players will get a reduced tax corresponding to 25 percent of their earned income. However, the employment and stay must be limited in time (maximum of 5 years).

    Conclusion, Contribution, and Implication

    In general, there are as presented possibilities for tax optimization in Swedish sport. Sport clubs can use A-SINK or the expert tax relief to cost-effectively attract skilled elite players who would otherwise be too expensive. As such, sport clubs can use the tax legislation to become even more “win-maximizers”. However, even if Swedish clubs,especially in SHL and SFL, are using these solutions, they are still having difficulties competing and winning at the highest international level. Additionally, considering that both tax solutions are limited in time, and applies toforeigners only, clubs can have difficulties with their long-term planning if they use these solutions to a high extent. In sum, this study contributes to the limited knowledge on tax legislation in sport in general, and on tax legislation and possibilities for tax optimization in Swedish sport in particular.

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    Abstract Bjärsholm & Backman
  • 39.
    Bogiqi, Syela
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Palmgren, Ebba
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Navigating Through Turbulent Waters: Examining the Long-Term Impact of COVID-19 on global Supply Chains: Insights into the Resilience and Adaptation Strategies of Multinational Enterprises2024Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The COVID-19 pandemic presented significant challenges to the global supply chains of multinational enterprises (MNEs), exposing their heightened vulnerability to disruptions. Few studies have delved into the enduring effects and changes brought by the COVID-19 pandemic on supply chains. Drawing from previous research, this qualitative research endeavors to explore and offer insights into the long-term ramifications experienced by these supply chains. The study aims to study not only how MNEs navigated through the crisis but also the strategies and resilience measures they have adopted in response to the enduring consequences of the crisis. This study employs a multiple case study methodology, incorporating semi-structured interviews with representatives from six MNEs spanning various industries. Subsequently, it integrates theories, models, and frameworks concerning resilience, supply chain management and processes, as well as risk and crisis management. The findings underscore the enduring impacts of the COVID-19 pandemic on the companies, evident across multiple points within their supply chains. The observed MNEs displayed proactive strategies that they have implemented in response to the enduring impacts. The most prominent strategy is maintaining a strong and transparent relationship with their suppliers is paramount for enhancing resilience. Moreover, the companies have shifted their strategies from just-in-time management to maintaining larger inventory levels today, enabling them to effectively navigate future crises. Today, there is a notable increase in the focus on risk management within companies, particularly in response to the enduring impacts of the pandemic. This heightened emphasis reflects a strategic imperative to mitigate future crises and safeguard organizational resilience. The thesis thoroughly explores how the COVID-19 pandemic has affected multinational enterprises (MNEs) supply chains, focusing on the strategies they've used to improve resilience. This research provides valuable insights for academics and industry practitioners, offering guidance on how to manage disruptions like the COVID-19 crisis effectively.

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    fulltext
  • 40.
    Bothin, William
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Dahlberg, Alexander
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Larsson, Edvin
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Adapting To Thrive: A Qualitative Study of How Crises and Geopolitical Tensions Affect Swedish SMEs' International Key Account Management Strategies with Foreign Suppliers2024Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    This thesis studies the adjustments and adaptations in the International Key Account Management (IKAM) strategies of Swedish Small and Medium-sized Enterprises (SMEs) in recent worldwide geopolitical tensions and crisis conditions towards their suppliers (Key Accounts). The tensions have sharply shifted the world economy, supply chains, and international business relations. Since SMEs form the majority of the Swedish economy, a large proportion of the focus of these SMEs is on international trade; hence, understanding the strategic responses to these challenges is essential. 

    The study will be conducted through a qualitative multiple-case method, featuring six business cases with different backgrounds who possess broad experience and knowledge in international trade and IKAM. The interviews will allow the research to further understand the challenges and adaptations that have been made when managing supplier relationships during crises outside of the theoretical. Through semi-structured interviews, the research will provide key factors that have affected the IKAM strategies, showcasing the importance of strategic flexibility, adaptability, and proactiveness when dealing with crisis management. 

    Key findings indicate that, over time, SMEs will need to become more strategically flexible, adaptable, and proactive when applying IKAM practices. Notable adjustments are the reshoring of production closer to Sweden, the diversification of the supplier base to reduce risks, and increasing preparedness for crises by giving more emphasis to communication and relationship management. The dynamic capabilities needed to assure organizational resilience are emphasized in the presented study.

    The conclusions developed are subject to the dynamic nature of IKAM practices vis-à-vis global uncertainties and, therefore, it provides actionable insights beneficial for Swedish SMEs to navigate future crises more effectively. As such, the current insights have added new dimensions not only to theoretical but also practical learning and have provided invaluable implications for increasing the resiliency and sustainability of SMEs in the international business environment.

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    Adapting_to_Thrive_Bothin_et_al.(2024)
  • 41.
    Breitenbach, David
    et al.
    PatentRenewal.com ApS, Denmark.
    Sandberg, Susanne
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Elo, Maria
    University of Southern Denmark, Denmark;Shanghai University, China;Abo Akademi University, Finland;University of Turku, Finland;Institute Arbeit und Technik, Germany.
    How Can the Nordic Automotive Aftermarket Provide Opportunities Counteracting the Challenges of Disadvantaged Entrepreneurs?2024In: Automotive Aftermarket: Global and Interdisciplinary Perspectives / [ed] Maria Elo; Fotios Katsardis, Cham: Springer, 2024, 1, p. 309-337Chapter in book (Refereed)
    Abstract [en]

    This chapter explores how the automotive aftermarket could provide potential opportunities for the challenges refugee and immigrant entrepreneurs face in the Nordic countries. As the automotive industry has a vast societal impact, including geographical, economical, and employment effects, the aim of this paper is to explore the Automotive Aftermarket (AA) as a potential gateway for disadvantaged newcomers, e.g., refugees and immigrants in the Nordics, to become entrepreneurs and reach prosperity. Through qualitative research it is shown that the automotive aftermarket industry has excellent market conditions for disadvantaged entrepreneurs through low entry barriers and increasing demand side. The industry is also characterised by strong network influences, while its institutional infrastructure might be difficult to navigate. Additionally, this paper also found that language has a central piece in overcoming refugee entrepreneurs’ challenges in social integration. In summary, the paper concludes that raising awareness of the opportunities the automotive aftermarket provides in the Nordics could be beneficial both for the industry’s social impact and newcomers who wish to contribute to the development of the entrepreneurial landscape of AA.

  • 42.
    Broszeit, Charlotte
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Johansson, Olivia
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Just a Drop in the Ocean: A dive tour operator's perspective on contributing factors for environmental change in coastal zones. The case of Moalboal.2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Research question: What do dive tour operators perceive to be contributing factors for environmental change in coastal zones?

    Purpose: The aspiration is that the study will advance the understanding of factors impacting coastal zones in order to support achievements for Agenda 2030, Goal 14, Life Below Water. The purpose of the field study is therefore to investigate what aspects impact coastal zones through the case of the coastal zones in Moalboal. The study’s perspective is from workers within dive tour operations. 

    Method: The study was conducted through a qualitative strategy and an inductive approach. The empirical data was collected through semi-structured interviews with dive tour operators. Additionally, observations were used to add further insight into the phenomenon. 

    Conclusion: This study concluded that dive tour operators have similar perceptions of the impacts on the environment, however, the degree to which each participant mentioned each factor varied. The research resulted in eleven factors that contribute to environmental change in the coastal zones in Moalboal. The conclusion ends by highlighting that environmental change is an important aspect that concerns the dive tour operators.

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    fulltext
  • 43.
    Burch, Isabel
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Lu, Bofei
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Ren, Yihui
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Spotlight on the factors impacting customer satisfaction in offline shopping: A quantitative study2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: Customers find great psychological satisfaction and pleasure when shopping. Customer satisfaction is crucial for a business's success, and increasing it will strengthenfinancial performance and competitiveness. Offline shopping still dominates the customersindustry, although customers are increasingly choosing online shopping as a result offast-growing technological developments in society. However, physical experiences shouldnot be left behind due to customer’s satisfaction from the instant gratification they desire.

    Purpose: The purpose of this paper is to explain how customer perceived value, customerexpectations, and touch experience have an impact on customer satisfaction in an offlineshopping context.

    Methodology: This research is conducted through a deductive and quantitative approach,which has an explanatory aim. Three hypotheses have been deducted from theoreticalconcepts found from previous research. The data collection method was collected through aninternet-based, self-completion questionnaire, to see if the hypotheses were supported or not.A total of 105 respondents participated in the study.

    Findings: The findings indicate that customer perceived value H1, which explains a positiveimpact on customer satisfaction in the context of offline shopping, cannot be supported due tostatistical insignificance. Customer expectation, as presented through H2, and touchexperience, as presented through H3, were found to have a statistically significant andpositive impact on customer satisfaction. The conceptual model was revised in this studybased on the new findings, retaining the acceptable assumptions as the new model.

    Conclusion: In offline shopping, the positive impact of customer expectation on customersatisfaction is the most obvious, followed by the touch experience. Customer perceived valuehas no positive impact on customer satisfaction, and the reason for this situation may be thatthe perceived value of customers differs among different consumption levels. 

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  • 44.
    Buter, Anna
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    The Impact of Social Media inTourist Identity Creation: A netnographic study of travel posts on Cyprus2023Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
    Abstract [en]

    Two years after the COVID-19 pandemic it appears that the consumer behaviour oftourism is returning to pre-pandemic unsustainable behaviour. Whereas scholarscontinually stress that tourism needs to transform if it is to remain a viable option forfuture generations. Additionally, the rapid innovations of technology in thisdigitalising society are affecting how tourism is managed and experienced, especially,the current rise of visual content. Therefore, this thesis aimed to investigate thedynamic relationship between visual content and the tourist identity to find nudgingareas for social change. A netnographic study was conducted of travel posts onCyprus and the main findings were that the tourist identity is mainly constructedthrough user generated content and official promotional material have little influence.The main content categories belonging to Cyprus’ tourist identity are the beach, wateractivities, historic villages, food, and partying. Indicating that nudging tourists inthese categories will be most effective.

  • 45.
    Cao, Zixuan
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Hofdam, Emil
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Thriving in Turbulence: A Qualitative case study regarding how to manage supply chain disruptions & utilise green supply chain management for sustainability & efficiency in the post-pandemic era2024Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This paper presents a qualitative case study to investigate how large international Swedish retail companies can adapt their green supply chain management strategies to cope with the pandemic and future crises. The findings are derived by combining relevant concepts of green supply chain management, such as the triple bottom line theory and circular economy, with primary data from interviews on green supply chain practices in four large international Swedish companies.

    Download full text (pdf)
    fulltext
  • 46.
    Carlzén, Jesper
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Thornton Wallén, Oscar
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    The effect of Covid-19 on international business negotiations.: A qualitative thesis on international business negotiations.2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This thesis aims to examine how Covid-19 affected international business negotiations. This paper uses empirical data collected from four international companies from different industries. The respondents from the companies have different roles, in this case, procurement managers, sales manager, and marketing manager. The findings show that the Covid-19 pandemic has accelerated digitalization and the adoption of digital tools in international business negotiations. Furthermore, the increased digitalization as a result of Covid-19 normalized the use of digital tools in international business negotiations. Additionally, the findings show that the international business negotiation process is less divided and has a better flow with more frequent interactions as a result of the adoption of digital tools. The findings further show when conducting international business negotiations online the cultural differences are less evident due to the difficulties of body language and cultural customs in an online environment. According to the findings, maintaining international business relationships are now easier with the use of digital tools that allow more frequent meaningful communication. Lastly, the thesis concludes with the theoretical and practical implications as well as suggestions for future research.  

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    fulltext
  • 47.
    Charfou, Abdul Rahman
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Naji, Jumana
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    The Era of Ai-Generated Video Production: Exploring Consumers’ Attitudes2024Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: This study explores consumer attitudes towards AI-generated videosusing the ABC model of attitudes, which includes Affective, Behavioral, and Cognitive components. AI-generated videos represent a significant evolution in content creation,incorporating advanced technologies that evoke a range of emotional, behavioural, andcognitive responses from consumers. Understanding these responses is crucial as AIbecomes increasingly integrated into media production.

    Purpose: The purpose of this study is to explore consumers’ attitudes towardsAI-generated videos.

    Methodology: Data was collected through semi-structured interviews with participantsfrom diverse backgrounds and professions. A purposive sampling method wasemployed to select participants familiar with generative AI technology, ensuring a richand diverse set of insights.

    Findings: Findings reveal a spectrum of emotional responses, with negative emotionsoften tied to perceptions of artificiality and lack of authenticity, while positive emotionsare driven by the novelty and potential of AI technology. Behavioural intentions varied,ranging from reluctance due to trust issues to openness influenced by perceived benefitsand professional interests. Cognitive evaluations highlighted knowledge disparities andethical concerns, with deeper understanding correlating with cautious optimism orscepticism.

    Conclusion: The study contributes to the literature by providing a nuancedunderstanding of how affective, behavioural, and cognitive dimensions interact to shapeoverall consumer attitudes towards AI-generated videos. Practical implications suggestthat companies and marketers should address trust and ethical concerns while enhancingthe authenticity and transparency of AI-generated videos to foster positive consumerengagement.

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    Thesis B3
  • 48.
    Cheer, Joseph M.
    et al.
    Western Sydney University, Australia.
    Hayward, PhilipUniversity of Technology Sydney, Australia.Prince, SoleneLinnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS). Mid-Sweden University, Sweden;European Tourism Research Institute, Sweden.
    Islandscapes and Tourism: An Anthology2023Collection (editor) (Other academic)
    Abstract [en]

    The links between islands and tourism, as sights of pleasure is embodied in the touristification of sun, sand and sea. Islandscapes are central to the tourist imaginaries that shape islands as touristified places - curated, designed and commodified for both mass tourism and more niche inclined versions. Yet while islands are parlayed for touristic pleasure seekers, islands are also home to longstanding communities that have variously battled with the tyranny of distance from metropolitan centres, as well as the everyday challenges of climate change effects, and benefitted from their isolation from modern-day pressures. 

    To what extent are islandscapes resilient to rapidly changing utilities, significances and ways of life wrought by tourism expansion? The vulnerability-resilience duality remains firmly entrenched in the discourse on islands where tourism has become prominent. Although tourism provides some resiliency, overall, islandscapes remain subject to externally driven fast and slow change that exercises an overwhelming influence. 

    This anthology of articles previously published in the journal Shima explores emergent themes that describe how island peoples adapt and respond in localised cultural islandscapes as a consequence of tourism expansion. It is aimed at researchers in island studies, tourism, sustainability, human geography, cultural studies, sociology and anthropology. The anthology will also be of interest to those with an abiding interest in the trajectories of islands and their peoples, particularly where tourism has come to shape islandscapes.

  • 49.
    Chen, Zixiong
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    Mao, Yidi
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies.
    The Effect Of Social Media (Paid, Earned, Owned) On Consumer Green Purchase Behaviour In Chinese Market: A Quantitative Research2023Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background

    As people become more aware of environmental protection, green purchasing has gradually become a trend among consumers. Social media, as an emerging marketing approach, has also started to gain more and more companies' attention and application. Therefore, this study will explore the relationship between different types of social media and green purchasing behaviour.

    Purpose

    The aim of this paper is to explain how social media marketing (Owned Media, Earned Media and Paid Media) affects consumer' green purchasing behaviour in Chinese market.

    Methodology

    This study is based on positivism, and the researchers conducted the study through a quantitative research approach by developing a quantifiable online questionnaire and placing it on different social media platforms. The respondents of this study were in the age range of 18 to 39 years old, and they were highly followers of social media. Finally the researchers collected 264 effective questionnaires and entered them into SPSS and analyzed the data through descriptive and multiple regression analyses, KMO tests and Cronbach's Alphas.

    Findings

    The different types of social media marketing (Owned Media, Earned Media, and Paid Media) have a positive impact on Chinese consumers' green purchasing behaviour. 

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    fulltext
  • 50.
    Chmielowiec, Aleksander
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    Kocinová, Barbora
    Linnaeus University, School of Business and Economics, Department of Marketing and Tourism Studies (MTS).
    What is keeping meat-eaters from biting into plant-based meat alternatives?: A quantitative study explaining the impact of inhibitors of PBMA consumption among meat-eaters in Sweden.2024Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: Even the lowest-impact animal-based food production has a much larger negative impact on the environment compared to plant-based alternatives. The lifestyle change of reducing meat consumption would decrease the negative impact of the food sector. One key obstacle to adopting this more sustainable diet are the inhibitors of the consumption of plant-based meat alternatives (PBMAs). The most commonly identified inhibitors are sensory attributes, price, health concerns, unfamiliarity with PBMAs and unwillingness to change.

    Purpose: The purpose of this study is to explain the impact of inhibitors of plant-based meat alternatives (PBMAs) consumption among meat-eaters in Sweden.

    Methodology: A quantitative and deductive research strategy was employed as the means of gathering data. The cross-sectional research design was used with the usage of self-completion questionnaires and administered on Facebook and Reddit. The sampling method employed convenience and purposive sampling and resulted in 334 responses (307 valid). The collected valid data was then cleaned, coded and subsequently examined through descriptive statistics, correlation analysis and multiple linear regression analysis. 

    Findings: The conducted regression analysis revealed that sensory attributes (H1), health concerns (H3), unfamiliarity (H4) and unwillingness to change (H5) had a significant negative impact on the consumption of PBMAs among meat-eaters in Sweden, thus these hypotheses were accepted. Price (H2) was found non-significant, resulting in the rejection of H2. Conclusion: The most impactful factor inhibiting the consumption of PBMAs among meat-eaters in Sweden was found to be sensory attributes (β = -0.265), followed by unwillingness to change (β = -0.238), health concerns (β = -0.161) and finally the least impactful unfamiliarity (β = -0.113). High prices were not an inhibitor of PBMA consumption among meat-eaters in Sweden.

    Conclusion: The most impactful factor inhibiting the consumption of PBMAs among meat-eaters in Sweden was found to be sensory attributes (β = -0.265), followed by unwillingness to change (β = -0.238), health concerns (β = -0.161) and finally the least impactful unfamiliarity (β = -0.113). High prices were not an inhibitor of PBMA consumption among meat-eaters in Sweden.

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    What is keeping meat-eaters from biting into plant-based meat alternatives?
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