Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Det digitala reklamundvikandet: En studie om reklamundvikande på sociala medier och riktad marknadsföring

Lundgren, Martin and Olsson, Kasper LU (2014) SKDK01 20141
Department 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:
author
Lundgren, Martin and Olsson, Kasper LU
supervisor
organization
course
SKDK01 20141
year
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}},
}