Dealing with the heterogeneity of breast tumors and treating breast cancer patients pose a great challenge. The heterogeneity within and between tumors indicates that each case of breast cancer may have a good prognosis and could benefit from tailored therapies. Breast cancer is a condition that undergoes changes as the tumor progresses and metastasizes, which presents further challenges for imple

Background: Single-photon emission computed tomography (SPECT) devices equipped with cadmium–zinc–telluride (CZT) detectors achieve high contrast resolution because of their enhanced energy resolution. Recently, thallium bromide (TlBr) has gained attention as a detector material because of its high atomic number and density. Purpose: This study evaluated the clinical applicability of a SPECT syste

Purpose: This paper aims to explore Swedish municipalities’ adoption of politically decided goals and targets, within the budget document, that are formulated for the accounting unit of the municipal group. Design/methodology/approach: A regression analysis of the adoption of financial and non-financial performance measurement by 289 Swedish municipalities was performed, including eight independen

Objective: Emergency complex abdominal aortic diseases are challenging to treat. During in situ laser fenestration (ISLF), aortic branches are covered and flow is restored by in situ fenestration of the stent graft, with promising midterm results. This study aimed to expand on the limited body of knowledge of midterm outcomes of ISLF in renovisceral aortic pathology in a multicentre setting. Metho

This qualitative study explores how consumers perceive femvertising in relation to authenticity and the risk of femwashing within the framework of Corporate Social Responsibility (CSR). Based on a social constructivist view, the research combines a content analysis of four digital commercials, with a thematic analysis of ten semi-structured interviews with male and female participants aged 20-31.

This study aims to deepen the understanding of how individuals within Generation Z perceive Corporate Social Responsibility (CSR) in relation to employer branding. While previous employer branding research has often portrayed Generation Z as a homogeneous and value-driven target group, more recent reports suggest significant internal variation. Through 20 qualitative interviews with young adults i

With the rise of social media and an overwhelming amount of information, brands must find ways to stand out amidst the noise. In response to growing consumer skepticism toward traditional marketing, anti-marketing strategies have emerged to capture attention in new ways. This thesis examines the use of anti-marketing strategies in comparison to traditional marketing on Instagram, using Oatly as a

I en tid av ökande globala utmaningar är organisationer inte längre passiva åskådare till externa kriser, utan använder dem som strategiska möjligheter för positionering. Genom att avvika från traditionella kristeorier som fokuserar på interna händelser där företag är direkt involverade eller bär ansvar, undersöker denna studie hur externa kriser utnyttjas när företagens direkta inblandning är minIn an era of increasing global disruption, organizations are no longer passive observers of external crises but utilize them as strategic positioning opportunities. Departing from traditional crisis theories focused on internal incidents where companies are directly involved or bear responsibility, this study investigates the leverage of external crises where companies’ direct involvement is minim

Denna kvalitativa fallstudie syftar till att undersöka hur utsatta områden representeras i Malmö stads platsmarknadsföring och om det sker en marginalisering av dessa. Arbetet har en socialkonstruktivistisk utgångspunkt. Det betyder att vi utgår från att verkligheten formas genom språk och sociala interaktioner. Genom en kritisk diskursanalys av Malmö stads platsmarknadsföring analyseras språkliga

Till följd av en allt strängare lagstiftning kring marknadsföring av tobaksfria nikotinprodukter i Sverige har varumärket Loop utvecklat nya strategier för att synas i sociala medier utan att bryta mot rådande regler. Denna studie undersöker hur Loop iscensätter och kommunicerar sin varumärkesidentitet på Instagram genom strategisk kommunikation som undviker direkt produktreklam. Med utgångspunkt In response to increasingly strict regulations surrounding the marketing of tobacco-free nicotine products in Sweden, nicotine pouch brand Loop has adopted new strategies to maintain brand visibility and consumer engagement on social media. This study examines how Loop constructs and communicates its brand identity on Instagram in a legally restricted environment, using strategic communication tha

Denna studie undersöker hur semiotiska tecken och i synnerhet paralingvistisk bidrar till att forma narrativ och kommunicera kulturella aspekter i videoreklam inom två distinkta marknadsföringslandskap. Genom en kvalitativ innehållsanalys av totalt sex reklamfilmer från det svenska varumärket ICA och det taiwanesiska PX Mart, har studien undersökt hur icke-verbala tecken kategoriserade under visueThis study explores how semiotic signs and, most notably, paralinguistics in video commercials contribute to facilitating narratives and communicating cultural aspects across two distinct marketing landscapes. By conducting a qualitative content analysis of six commercials from the Swedish brand ICA and the Taiwanese PX Mart, the research examines how a set of non-verbal cues categorized under vis

I takt med ett försämrat omvärldsläge där hot, krig och konflikter blivit vanligare, har behovet av en tydlig riskkommunikation blivit allt mer betydelsefull. I samband med detta har svenska myndigheter tagit ett stort ansvar i att förbereda och skydda samhället för risker. Myndigheten för samhällsskydd och beredskap (MSB) har tagit en central roll i Sveriges riskkommunikation genom sin krisbroschAs global conditions have deteriorated, with threats, wars and conflicts becoming more common, the need for clear risk communication has become increasingly important. In this context, Swedish authorities have taken significant responsibility for preparing and protecting society against risks. The Swedish Civil Contingencies Agency (MSB) has played a central role in Sweden’s risk communication thr

This study investigates how strategic communication can be utilized to reduce the risk behavior of railway track trespassing (“spårspring”) in Sweden, by conducting a qualitative content analysis of three selected risk communication campaigns: Klara, färdiga (Sweden), Sett grenser - Sei ifra! (Norway), and THINK! (UK). The research focuses on investigating the communicative strategies and thematic

Denna uppsatsen undersöker hur den ukrainska fintech-aktören Monobank har använt strategisk kommunikation på Instagram för att mobilisera resurser och stöd för nationella intressen under Rysslands invasion av Ukraina. Genom en kvalitativ innehållsanalys av bankens inlägg på Instagram, kompletterad med semistrukturerad intervju, analyserar studien hur retorik, storytelling, mobilisering och affektiThis thesis investigates how the Ukrainian fintech actor Monobank has employed strategic communication on Instagram to mobilize resources and support for national interests during Russia’s invasion of Ukraine. Through a qualitative content analysis of the bank’s Instagram posts, supplemented by semi-structured interview, the study examines how rhetorics, storytelling, mobilization, and affective b

In recent years, the rise of tradwife-influencers on platforms such as TikTok has brought attention to the resurfacing of conservative gender roles. This study explores how these influencers frame a conservative ideology on TikTok and thereby functions as ideological intermediaries. Using framing and priming theory as the analytical lens, a multimodal qualitative frame analysis on twenty posts was

Denna studie utforskar hur praktiker inom reklam- och marknadskommunikation förstår och balanserar kreativitet och konsekvens i sitt arbete. Detta studerades med en kvalitativ ansats genom fokusgrupp-intervju. Materialet analyserades tematiskt. Genom teorier om varumärkeskapital, reklamkapital och sensemaking föreslår vi att kreativitet och konsekvens samexisterar på olika skalnivåer, vilket tillåThis thesis explores how advertising practitioners understand and balance creativity and consistency in the advertising that they produce. Employing a qualitative methodology, this research utilised a focus group interview to thematically analyse practitioners' understanding and application of these two dimensions. Integrating theories of brand equity, advertising equity, and sensemaking, we p

This study explores how successful livestreamers use strategic communication during TikTok Livestream Shopping, to create influence on viewers' purchase behavior. Livestream Shopping is a well-established phenomenon in Asia, but it remains under-researched in the Western context, particularly from the livestreamer’s perspective. By analyzing the communication of three successful Western livest

I en alltmer globaliserad och digitaliserad värld ställs varumärken inför utmaningen att anpassa sin kommunikation till kulturellt varierande målgrupper, samtidigt som de upprätthåller en enhetlig global identitet. Denna studie undersöker hur det globala varumärket IKEA anpassar sin varumärkeskommunikation till olika kulturella kontexter, genom att analysera inlägg från Instagram kontona @ikeasverIn an increasingly globalized and digitalized world, brands face the challenge of adapting their communication to culturally diverse audiences while maintaining a coherent global identity. This study explores how the global brand IKEA adapts their brand communication to different cultural contexts, by analyzing posts from the Instagram accounts @ikeasverige and @ikeauae. The theoretical framework

In a climate of crisis and uncertainty, security has become a key value for Generation Z. This study explores how security is communicated in employer branding targeting young adults. Based on semi-structured interviews with ten communications professionals in the private sector, and using narrative theory and Maslow's hierarchy of needs, the analysis shows that security is rarely conveyed exp

Artificiell intelligens omvandlar i allt högre grad organisationskommunikation genom att omforma uppgifter och interaktioner som tidigare hanterats av människor, vilket leder till strategiska förändringar i rekryteringsarbetet. Den här studien utforskar hur medarbetare inom rekrytering och marknadsföring skapar mening kring AI:s betydelse, särskilt i relation till kommunikationsprocesser, employerArtificial intelligence is increasingly transforming organizational communication by reshaping tasks and interactions once managed by humans, prompting strategic shifts in recruitment workflows. This study explores how employees in recruitment and marketing make sense of AI’s significance, particularly in relation to communication processes, employer branding and professional identity. Through an