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Title: Social media marketing: Can purchasing decisions be created through social media usage? Seminar date: 2024-05-30 Course: FEKH29, Degree Project in marketing, Business Administration, Undergraduate level, 15 University Credits Points 15 ECTS Authors: Maja Wiklund, Ebba Björkdahl and Alice Jönsson Advisor: Patrik Stoopendahl Key words: Digital marketing, social media, social media marketing, social media usage, the digital customer journey Research question: How do consumers describe their use of social media? How do consumers explain that social media marketing shapes their purchase decisions today?Purpose: This study aims to comprehend how contemporary consumers utilize social media and perceive marketing on social media during social media usage. Additionally, the study aims to provide further understanding and theoretical groundwork for how the digital customer journey, generated through social media usage and marketing on social media, is experienced and shaped by the consumer. Methodology: To answer the purpose of this study and the two research questions, a qualitative study was conducted with an abductive approach. The empirical material of the study consists of in-depth interviews, with eleven semi-structured interviews being conducted. Theoretical perspectives: The theoretical frame of reference of the study consists of previous research on consumer usage of social media, consumer experience of social media marketing, and the customer journey. Additionally, previous research includes formulated concepts regarding social media and purposes of social media usage. The framework provides a foundation for analyzing the empirical data and previous research.Result: Based on the empirical material, five primary purposes of social media usage were identified: inspiration, pastime, entertainment, communication, and education and information. Furthermore, the study illustrates how consumers shape their customer journey based on their experiences with so

Objective: To measure changes in pulmonary perfusion during pulsed inhaled nitric oxide (PiNO) delivery in anesthetized, spontaneously breathing and mechanically ventilated ponies positioned in dorsal recumbency. Animals: 6 adult ponies. Procedures: Ponies were anesthetized, positioned in dorsal recumbency in a CT gantry, and allowed to breathe spontaneously. Pulmonary artery, right atrial, and facial artery catheters were placed. Analysis time points were baseline, after 30 minutes of PiNO, and 30 minutes after discontinuation of PiNO. At each time point, iodinated contrast medium was injected, and CT angiography was used to measure pulmonary perfusion. Thermodilution was used to measure cardiac output, and arterial and mixed venous blood samples were collected simultaneously and analyzed. Analyses were repeated while ponies were mechanically ventilated. Results: During PiNO delivery, perfusion to aerated lung regions increased, perfusion to atelectatic lung regions decreased, arterial partial pressure of oxygen increased, and venous admixture and the alveolar-arterial difference in partial pressure of oxygen decreased. Changes in regional perfusion during PiNO delivery were more pronounced when ponies were spontaneously breathing than when they were mechanically ventilated. Clinical relevance: In anesthetized, dorsally recumbent ponies, PiNO delivery resulted in redistribution of pulmonary perfusion from dependent, atelectatic lung regions to nondependent aerated lung regions, leading to improvements in oxygenation. PiNO may offer a treatment option for impaired oxygenation induced by recumbency.

OBJECTIVE To develop a method based on CT angiography and the maximum slope model (MSM) to measure regional lung perfusion in anesthetized ponies. ANIMALS 6 ponies. PROCEDURES Anesthetized ponies were positioned in dorsal recumbency in the CT gantry. Contrast was injected, and the lungs were imaged while ponies were breathing spontaneously and while they were mechanically ventilated. Two observers delineated regions of interest in aerated and atelectatic lung, and perfusion in those regions was calculated with the MSM. Measurements obtained with a computerized method were compared with manual measurements, and computerized measurements were compared with previously reported measurements obtained with microspheres. RESULTS Perfusion measurements obtained with the MSM were similar to previously reported values obtained with the microsphere method. While ponies were spontaneously breathing, mean +/- SD perfusion for aerated and atelectatic lung regions were 4.0 +/- 1.9 and 5.0 +/- 1.2 mL/min/g of lung tissue, respectively. During mechanical ventilation, values were 4.6 +/- 1.2 and 2.7 +/- 0.7 mL/min/g of lung tissue at end expiration and 4.1 +/- 0.5 and 2.7 +/- 0.6 mL/min/g of lung tissue at peak inspiration. Intraobserver agreement was acceptable, but interobserver agreement was lower. Computerized measurements compared well with manual measurements.

The Swedish-Norwegian Coldblooded trotter (CBT) is a local breed in Sweden and Norway mainly used for harness racing. Previous studies have shown that a mutation from cytosine (C) to adenine (A) in the doublesex and mab-3 related transcription factor 3 (DMRT3) gene has a major impact on harness racing performance of different breeds. An association of the DMRT3 mutation with early career performance has also been suggested. The aim of the current study was to investigate this proposed association in a randomly selected group of CBTs. 769 CBTs (485 raced, 284 unraced) were genotyped for the DMRT3 mutation. The association with racing performance was investigated for 13 performance traits and three different age intervals: 3 years, 3 to 6 years, and 7 to 10 years of age, using the statistical software R. Each performance trait was analyzed for association with DMRT3 using linear models. The results suggest no association of the DMRT3 mutation with precocity (i.e. performance at 3 years of age). Only two traits (race time and number of disqualifications) were significantly different between the genotypes, with AA horses having the fastest times and CC horses having the highest number of disqualifications at 3 years of age. The frequency of the AA genotype was significantly lower in the raced CBT sample compared with the unraced sample and less than 50% of the AA horses participated in a race. For the age intervals 3 to 6 and 7 to 10 years the AA horses also failed to demonstrate significantly better performance than the other genotypes. Although suggested as the most favorable genotype for racing performance in Standardbreds and Finnhorses across all ages, the AA genotype does not appear to be associated with superior performance, early or late, in the racing career of CBTs.

The aim of the present study was to evaluate if pulsed inhaled nitric oxide (PiNO) could be used as a treatment for hypoxemia during general anaesthesia in colic horses. Previous studies have shown a positive response in horses receiving PiNO in comparison to controls, but these studies have only included healthy individuals. A total of 30 horses were included in this present study, they all underwent abdominal surgery because of acute colic that could not be medically treated. Fifteen of the horses received PiNO and 15 horses served as a control group. Arterial oxygenation was improved in all horses receiving PiNO. PaO2, SaO2, CaO2 and P(A-a)O2 increased as a result of a decrease in right to left vascular-shunt (Qs/Qt) due to the inhalation of NO. The conclusion is that PiNO is an effective way to treat hypoxemia in colic horses undergoing abdominal surgery., Syftet med detta arbete var att utvärdera effekterna av pulsad inhalerad kvävemonoxid (PiNO) och se om det kan användas för att behandla hypoxemi under allmän narkos på kolikhästar. Tidigare studier har visat positiva effekter hos hästar som fått PiNO i jämförelse med kontroller, dessa studier har dock bara inkluderat friska individer. Totalt ingick 30 hästar i denna studie och alla dessa buköppnades på grund av akut kolik som inte gick att behandla medicinskt. Femton hästar fick PiNO under narkos och 15 hästar ingick i kontrollgruppen. Alla hästar som fick PiNO fick en förbättrad syresättning; de fick ökat syretryck (PaO2), ökad syremättnad (SaO2), ökat syreinnehåll i arteriellt blod (CaO2) och minskad alveolär-arteriell syredifferens (P(A-a)O2) vilket berodde på en minskad shunt (Qs/Qt) som var ett resultat av den inhalerade kvävemonoxiden. Slutsatsen är att PiNO är en effektiv metod för att behandla hypoxemi hos kolikhästar vid bukkirurgi.