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Thesis Purpose This thesis examines how AI-first versus human-first brand communication influences perceived warmth, perceived competence, and brand trust across healthcare and insurance contexts, and whether these effects differ between the two industries. Methodology A quantitative between-subjects experiment employing a 2 x 2 factorial design was conducted. Participants (N = 259) were randomly
Föreliggande studie syftade till att undersöka prediktiva samband mellan konflikthanteringsstilar, emotionell intelligens och relationsnöjdhet i parrelationer och genomfördes i en svensk kontext. Följande forskningsfråga formulerades: I vilken utsträckning predicerar konflikthanteringsstilar och emotionell intelligens upplevd relationsnöjdhet hos individer i parrelationer? Studien baserades på en The present study aimed to examine predictive associations between conflict resolution styles, emotional intelligence, and relationship satisfaction in couple relationships, within a Swedish context. The following research question was formulated: To what extent do conflict resolution styles and emotional intelligence predict perceived relationship satisfaction amongst individuals in couple relati
This study examined differences between sport-specific and general eating behaviours in recreational athletes and investigated whether injury severity, athletic identity, and conformity to masculine norms predicted eating-related outcomes following sport injury. The original sample consisted of N = 161 recreational athletes; however, after applying the exclusion criteria and including only injured
Thesis aim: This study explores how meaning-making and a feeling of collectiveness among HYROX participants contribute to the growth and visibility of the sport, examining how individual meaning-making, collective belonging, and digital participation operate together to drive organic growth. Theoretical Perspective: The study draws on three streams: the effects of consumption practices (meaning-ma
Internrekrytering av chefer är en vanlig rollövergång i dagens organisationer, där en individ går från rollen som kollega till rollen som chef. Tidigare forskning visar att övergången kan bidra till bland annat karriärutveckling och tillvaratagande av befintlig kompetens, men präglas samtidigt av en komplexitet genom förändrade roller och omformade sociala relationer. Dock tenderar dessa förändrin
Syftet med föreliggande studie är att undersöka sambandet mellan samvetsgrannhet, konstruktivt ledarskap och organisatorisk resiliens, samt hur self-efficacy fungerar som en medierande faktor i en byggkontext. En kvantitativ tvärsnittsstudie genomfördes via en enkätundersökning med 54 individer hos byggföretaget Peabs krisorganisation. Detta analyserades med korrelations-, regressions- och medieriThe aim of the present study is to evaluate the influence of conscientiousness and constructive leadership prediction capabilities on organizational resilience. Self-efficacy is analyzed as a mediating variable in the relationship between each factor and organizational resilience. The study was conducted as a quantitative cross-sectional study based on a survey distributed at the Swedish construct
Denna kvalitativa fallstudie undersökte hur chefer på senior nivå beskrev sina resonemang och strategier i grandparent-intervjuer vid bedömningen av kandidaters kulturella passform samt hur de uppfattade att dessa intervjuer kunde bidra till att forma och reproducera organisationskulturen. Studien genomfördes inom ett anonymiserat stort internationellt företag i teknikbranschen, där grandparent-inThis qualitative case study examined how senior-level managers described their reasoning and strategies in grandparent interviews when assessing candidates´ cultural fit, and how they perceived these assessments as contributing to the shaping and reproduction of organizational culture. The study was conducted in an anonymized large international technology company where grandparent interviews were
Syftet med studien var att undersöka om olika batcher av kikärtsmjöl från fabrik hade skillnader i sammansättning, funktionella egenskaper och termiska egenskaper efter proteinextraktion. För att praktiskt utvärdera proteinernas funktionella egenskaper testades de extraherade proteinisolaten även som ersättning för äggula i majonnäs. Två batcher av kikärtsmjöl genomgick alkalisk proteinextraktion
Det huvudsakliga syftet med denna studie var att undersöka könsbias i skattningen av ledares ledarskapsförmåga, samt undersöka om könsbias i dessa bedömningar kunde prediceras av deltagarnas grad av sexism. Totalt deltog 136 unga vuxna i Sverige (58.8% kvinnor) i vinjettstudien där de skattade ledare, utifrån en kort text, på fem dimensioner rörande ledarskapsförmåga. Sexism mättes genom Swedish MThe primary aim of this study was to investigate gender bias in the evaluation of leadership ability among leaders and to examine whether these evaluations could be predicted by the participants' degree of sexism. A sample of 136 participants (58.8% women) took part in the vignette study where they scored the leaders, from a short text, across five dimensions regarding leadership ability. Sexi
In the contemporary marketing era dominated by social media, internet memes have emerged as a powerful tool for brands to generate consumer engagement. Memes successfully combine two important entertainment aspects: culture and humour. Whether and how different humour styles lead to greater engagement for brand memes has remained relatively unexplored. Therefore, we investigate this using today’s
Syftet med föreliggande studie var att undersöka sambandet mellan träningsmotivation och kroppsuppskattning hos unga vuxna i Sverige, samt hur träningsfrekvens samvarierar med olika motivationsformer. Studien utgick från Self- Determination Theory (SDT) och fokuserade särskilt på skillnaden mellan autonom och kontrollerad motivation. Vidare undersöktes eventuella könsskillnader i träningsmotivatioThe aim of the present study was to investigate the relationship between exercise motivation and body appreciation among young adults in Sweden, as well as how exercise frequency covaries with different forms of motivation. The study was based on Self-Determination Theory (SDT) and focused particularly on the distinction between autonomous and controlled motivation. Furthermore, potential gender d
This thesis investigates the risks associated with aeroelastic instabilities for floating offshore wind turbines. This was done through a literature study and an analysis of fleet data from currently deployed floating wind farms. The aim was to understand how turbine VIV and rotor VIV affect floating turbines compared to bottom-fixed ones, and to try to improve the automated detection process of t
This study examined associations between adult attachment orientations and conflict-resolution strategies within romantic relationships using the Actor-Partner Interdependence Model (APIM). Previous research has linked attachment insecurity to maladaptive conflict behaviours, but most studies have relied on individual-level designs that do not account for the interdependent nature of romantic rela
Purpose: This study investigates whether a novel 'Human-made, AI-enhanced' label preserves consumer trust in generative AI advertising under EU AI Act transparency requirements. By comparing this hybrid phrasing to standard disclosures, the research examines how signaling human effort preserves consumer trust. Theoretical Perspective: This study is grounded in effort heuristic theory, exa
Denna studie undersöker hur anpassningsprocessen och de strategiska besluten ser ut när originaltillverkare inom läkemedelsindustrin ställer om produktion, lagerhållning och distribution vid patentutgång. Tidigare forskning har behandlat patentstupet som ett marknads- och intäktsfenomen, men i begränsad utsträckning belyst hur omställningen genomförs i praktiken inom originaltillverkarens försörjn
Background: Personalization has become an essential tool of video streaming platforms, influencing how users discover and consume content. In highly saturated streaming markets, characterized by extensive content libraries and low switching barriers, personalization systems gain increasing relevance in enhancing customers’ experiences and satisfaction. Purpose: This study aims to explore how per
The study reveals that Gen Z consumers construct nostalgia for unlived eras through four interconnected processes: platform and algorithmic exposure, aesthetic simplification, collective validation, and identity reconstruction. Nostalgic content becomes meaningful when platforms make selected versions of the past visible, when aesthetic cues such as music, filters, fashion, and visual styles make
Natural products continue to provide chemists with structural diversity, biological potential, and synthetic challenges. Two recently isolated sesquiterpene lactones feature an unprecedented structure, but natural scarcity necessitates synthesis to enable biological studies. Herein, we propose a semisynthetic strategy toward these targets, starting from more abundant natural products. A biomimetic
Problem Area: Hotel operations strive to deliver a seamless service experience while operating in a dynamic environment where demand fluctuates and is often actively driven through revenue management. This may push operations towards or beyond their operational capacity, creating tensions between economic objectives and operational conditions. Despite this, there is limited understanding of how th
Artificial intelligence (AI) is transforming marketing and advertising practices, particularly through the growing use of generative artificial intelligence (Gen AI) in advertising content creation. While existing research has mainly focused on outcomes such as advertising effectiveness and consumer attitudes, limited attention has been given to how consumers negotiate authenticity in AI-generated
