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This study examines how the political debate climate in Sweden has shifted between 2015 and 2025, where the main focus has been on analyzing the increase of provocative and incivil rhetoric within the Swedish parliament. The purpose of the study is to examine how this rhetoric strategy has developed over time and which types of consequences a hardening debate climate could create for societal trus
Detta är en kvalitativ studie av svenskars läsning som en social praktik och hur denna påverkas av digitalisering och den samtida samhällsutvecklingen. Undersökningen bygger på fem intervjuer med bibliotekarier, vilka analyseras teoretiskt utifrån Bourdieus sociologiska perspektiv och begrepp. Informanternas uppfattningar indikerar att läsning som en social praktik har förändrats på flera sätt. De
This study outlines the digital use of AI and the production of Deepfakes, with a focal lens on social media platform X and its integrated AI Grok. The study analyses comments through a sociological lens regarding Swedish political figure Ebba Busch in the Grok scandal, which happened in late December 2025 to mid-January 2026. It focuses on users’ opinions, norms and values which reflect a deeper
Byggbranschen har haft än lägre utveckling av produktivitet i jämförelse med andra branscher. Det har inte skett en stor förändring i arbetssätt inom byggproduktion trots att projekt ofta brister i kvalitet, kostnad och tid. I tillverkningsindustrin har Lean vuxit fram med syfte att effektivisera processer genom att eliminera icke-värdeskapande aktiviteter och fokusera på lärande genom att standar
This study explored how fans gain and maintain status through consumption practices in online pop music fan communities, focusing on the role of consumption, peer evaluation, platform visibility, and artist participation. Drawing on Bourdieu’s concepts of capital and symbolic violence, Thornton’s subcultural capital theory, and Lamont’s symbolic boundaries, the study examined how status is constru
Background & Gap Innovation-oriented startups drive economic renewal by exploiting opportunities in uncertain, resource-constrained environments. However, while previous research focuses on objective performance metrics in established firms, little is known about how Swedish startups construct and negotiate marketing success in practice. Aim of the Study This study explores how Swedish-based
This study examines how consumers make sense of AI-generated fashion advertising and how this shapes brand-consumer relationships. Using a qualitative and interpretive approach, this study draws on twelve semi-structured interviews with students at Lund University School of Economics and Management (LUSEM). The analysis is informed by Consumer–Brand Relationship theory (Fournier, 1998), Social Pre
The purpose of this study is to investigate how autonomous AI communication affects consumers' ability to evaluate brand authenticity in public discourse. The study argues that existing brand authenticity frameworks rest on an unexamined premise, termed here the Supervised AI Communication Assumption, that brand-relevant AI communication is always authorised by a human principal, produced unde
Purpose: To examine whether and how artificial intelligence transforms structures within communication industries. Methodology: This study adopts a qualitative and abductive research approach. Empirical data was collected through semi-structured interviews with communication professionals in Sweden and Norway. Generative Engine Optimisation (GEO) and AI visibility were used as a concrete example
Title: Human Brands Start From the Inside – An exploration of human brand management through a corporate brand management perspective Course: BUSN39: Degree Project in Global Marketing Authors: Erik Hoogervorst & Erik Malmgren Advisor: Mats Urde Purpose: To understand the phenomenon of human brand management within the music industry by looking at it through a corporate branding lens, spec
This study explores how young women use sportswear to situate themselves within an aestheticized society shaped by social media, lifestyle ideals, and gendered expectations. Drawing on theories of Identity Performance and Gender Performativity, the study is based on 14 semi-structured interviews with women aged 20–26 living in Sweden. The findings show that sportswear functions as more than functi
This study explores how highly skilled migrants in Sweden define integration and the challenges they perceive. Focusing on 15 semi-structured interviews with EU (n=5) and non-EU (n=10) participants, this study addresses two research questions: how integration is defined from migrants’ perspectives and what challenges they experience. Thematic analysis identified three main themes: institutions, la
Purpose: This thesis investigates the influence of FGUC in comparison to UGC on Purchasing Intention through a direct pathway and an indirect pathway, with the mediating role of UGC Perception and Perceived Authenticity. Additionally, Social Media Usage Levels are studied as a moderating variable on both pathways. Research Question: To what extent does Firm-Generated User Content (FGUC) influence
Thesis Purpose: The purpose of this thesis is to identify whether the success factors for NP launches in the FMCG industry remain the same as those identified by previous literature, or whether these factors have changed due to the developments of constantly changing market conditions. Methodology: This study is based on a qualitative methodology with an exploratory approach. By exploring the nua
The increasing use of generative artificial intelligence (GenAI) in advertising has transformed creative production while simultaneously raising concerns about transparency, authenticity and consumer perception. With the growing integration of GenAI into advertising, understanding how consumers respond to AI disclosure has become increasingly important. This study investigates how AI disclosure in
Purpose: This thesis explored how consumers respond to GenAI-enabled personalisation in the context of landing pages. The focus lies on their intention to continue using the service after the first encounter. Given the paradoxical nature of personalisation, the mediating roles of perceived usefulness and privacy concerns are examined. Furthermore, this study explores how the presence or absence of
Purpose: To explore parental perceptions of gendered and gender-neutral toy marketing and how these perceptions influence toy purchase decisions. Theoretical perspectives: This study is informed by literature streams on gender socialisation, gender essentialism, and gender constructivism. Because this study adopts an inductive qualitative approach, these theories are not tested but rather used as
Thesis aim: This study examines how consumers of second-hand fashion navigate and sustain the tension between sustainability ideals and continued consumption, and what this reveals about how ideology operates in circular fashion markets. Theoretical Perspective: The study is grounded in critical Consumer Culture Theory and critical marketing, using Žižekian psychoanalytic ideology as the primary
