Det digitala reklamundvikandet: En studie om reklamundvikande på sociala medier och riktad marknadsföring
(2014) SKDK01 20141Department of Strategic Communication
- Abstract
- The digital advertising avoidance The aim of this study is to explore advertising avoidance on social media through a user perspective and identify the methods used. Targeted marketing were exam- ined to provide insight regarding its effect on user advertising avoidance. The re- search questions were: Why is advertising avoidance behavior conducted on so- cial media and how is advertising avoidance implemented by the user? and; How do users perceive targeted marketing on social media and how does targeted mar- keting affect advertising avoidance? Through the use of focus groups data were gathered and analyzed. The results of the study established perceived goal imped- iment, perceived ad clutter, prior negative experiences and relevance of... (More)
- The digital advertising avoidance The aim of this study is to explore advertising avoidance on social media through a user perspective and identify the methods used. Targeted marketing were exam- ined to provide insight regarding its effect on user advertising avoidance. The re- search questions were: Why is advertising avoidance behavior conducted on so- cial media and how is advertising avoidance implemented by the user? and; How do users perceive targeted marketing on social media and how does targeted mar- keting affect advertising avoidance? Through the use of focus groups data were gathered and analyzed. The results of the study established perceived goal imped- iment, perceived ad clutter, prior negative experiences and relevance of product as the main antecedents regarding advertising avoidance. Furthermore the study con- cluded that targeted marketing had a reducing effect on a user’s advertising avoid- ance through its use on social media. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4464974
- author
- Lundgren, Martin and Olsson, Kasper LU
- supervisor
- organization
- course
- SKDK01 20141
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- Advertising avoidance, targeted marketing, online advertising, social media, uses and gratifications
- language
- Swedish
- id
- 4464974
- date added to LUP
- 2014-06-13 08:38:14
- date last changed
- 2014-09-04 08:36:23
@misc{4464974, abstract = {{The digital advertising avoidance The aim of this study is to explore advertising avoidance on social media through a user perspective and identify the methods used. Targeted marketing were exam- ined to provide insight regarding its effect on user advertising avoidance. The re- search questions were: Why is advertising avoidance behavior conducted on so- cial media and how is advertising avoidance implemented by the user? and; How do users perceive targeted marketing on social media and how does targeted mar- keting affect advertising avoidance? Through the use of focus groups data were gathered and analyzed. The results of the study established perceived goal imped- iment, perceived ad clutter, prior negative experiences and relevance of product as the main antecedents regarding advertising avoidance. Furthermore the study con- cluded that targeted marketing had a reducing effect on a user’s advertising avoid- ance through its use on social media.}}, author = {{Lundgren, Martin and Olsson, Kasper}}, language = {{swe}}, note = {{Student Paper}}, title = {{Det digitala reklamundvikandet: En studie om reklamundvikande på sociala medier och riktad marknadsföring}}, year = {{2014}}, }