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Purpose: This thesis aims to investigate how customers’ pre-existing brand loyalty influences their perceptions of four characteristics – Perceived Usefulness (PU), Perceived Ease of Use (PEoU), Perceived Trustworthiness (PT), and Perceived Human-likeness (PH) – of AI chatbots used in customer service. In turn, we strive to examine how those perceptions affect overall customer satisfaction towards
Research question: "How do young women construct and perform aspirational identities through the Clean Girl aesthetic on digital platforms?" Purpose: The purpose of this study is to expand the understanding of how trendy aesthetics on digital platforms like TikTok shape users’ identity construction and self-performance. Theoretical perspective: Two main theoretical fields, aspirational
Purpose: The purpose of this study is to explore how consumers navigate and justify their consumption habits while striving for a more sustainable identity. The study examines the internal dilemmas that arise when sustainable values confront the realities of identity expression and social influence. Methodology: A qualitative research approach was adopted, in the form of in-depth interviews, invo
This study investigates how early-career professionals construct their professional identities within the context of graduate development programs. As organizations increasingly rely on graduate development programs to attract and develop high-potential graduates, these programs have become an important talent development strategy for cultivating future leaders. Yet, despite the growing prevalence
Society is undergoing a great transformation with regard to the climate crisis, where electrification plays a crucial role in decarbonizing. To meet the future energy demand, improving power grid utilization is essential. This thesis develops standardized methods to evaluate and identify key parameters in terms of impact and branch loading, and to determine the probability of load flow scenarios u
Abstract Title: The Sound of Silence: Conceptualizing Strategic CSR Silence as a Communication Practice Date of Seminar: 05-06-2025 Course: BUSN39 - Degree Project in Global Marketing - Master Level Authors: Bob Groeneveld and Vivian Reijntjes Supervisor: Jon Bertilsson Keywords: Corporate Social Responsibility (CSR); CSR Communication; Strategic Silence; Critical Theory; Discursive Closure;
It takes a village to raise a child. It also takes a village to care for our elders - and with this ambition my project of generational housing was created. However, our elders lived a whole life before we came along, which I choose to value as a resource in order to create balance in the everyday life of families with working parents. The neighbourhood is conceived as a semi-collective unit at
To address global food security challenges caused by population growth and climate change, accurate prediction of crop yield is essential for sustainable agriculture. Winter wheat, a key global crop, faces production instability in regions like Sweden and Morocco due to extreme weather conditions. This study employed unmanned aerial vehicle (UAV)-based multispectral imagery and digital surface mod
Denna studie undersöker utrymning genom inåtgående dörrar, något som bör undvikas enligt svenska byggregler när antalet personer i en lokal överstiger 30. Trots detta är de specifika utmaningarna och påverkande faktorerna, särskilt vad gäller personer med nedsatt rörelseförmåga, till stor del outforskade. För att belysa detta genomfördes en litteraturstudie samt utrymningsförsök med 36 deltagare (This study investigates evacuation through inward-opening doors, a practice discouraged by Swedish building regulations when occupant numbers exceed 30. Despite this, the specific challenges and influencing factors, particularly regarding individuals with movement impairments, remain largely unexplored. To address this gap, a literature review and eight evacuation scenarios involving 36 participan
This thesis explores how new ventures develop routines for using artificial intelligence (AI) in social media marketing. As AI tools become more accessible, many small companies begin using them without formal rules or training. The study focuses on small and medium-sized enterprises (SMEs) in the early stages of development and examines how AI use begins and spreads within teams. The research is
Climate change and anthropogenic influences are significantly altering marine ecosystems in the Baltic Sea, posing substantial challenges for fisheries. The Bornholm Basin, located in the central Baltic Sea, is a crucial fishing area for the region and has been experiencing shifts in fish distribution and abundance due to changing oceanographic conditions. These changes affect not only fish migrat
The anterior cruciate ligament (ACL) is the most frequently injured ligament in the knee, mainly due to its role as a primary joint stabiliser. In sports science, non-contact ACL injuries are commonly linked to change-of-direction (COD) manoeuvres, especially in multidirectional team sports. Given the long rehabilitation times and risk of long-term consequences, ACL injury prevention remains a maj
Klimatförändringarnas inverkan på nederbördsmönster, i kombination med ökande urbanisering och förtätning av städer, bidrar till en ökad risk för skyfallsrelaterade översvämningar i urbana miljöer. Detta examensarbete syftade till att undersöka hur översvämningsrisken påverkas av fyra faktorer: regnintensitet, andel grönyta uppströms, avstånd till huvudledningsnät samt typ av ledningsnät. Studien Increasing urbanization and changes in rainfall patterns due to climate change lead to an increased risk of cloudburst-related flooding in urban areas. This master’s thesis aimed to examine how the risk of flooding depends on four factors: the rainfall intensity, the proportion of upstream green areas within catchment areas, the distance to the main sewer system and the type of sewer system. The t
In modern recruitment, organizations tend to face a persistent paradox: they must align candidates with existing cultural values while simultaneously promoting workforce diversity. This thesis investigates how HR professionals navigate the inherent tension between organizational fit and diversity within recruitment processes across multinational public and private organizations in Europe and South
Solid-phase peptide synthesis (SPPS) is the most widely used method for producing synthetic peptides, with the solid support-known as the resin-being a critical component of the process. Redstone Separations AB, a company based in Lomma, Sweden, has developed new SPPS resins and aims to evaluate their performance compared to commercially available alternatives. In this study, Redstone ́s resins w
