Dissertations / Theses: 'Attitudes towards online advertising'

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Rios, Pino Luis Felipe. "Players Attitudes Towards In-Game Advertising." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655075.

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Los usuarios están protestando activamente contra los anuncios digitales invasivos descargando software de bloqueo de anuncios. Los desarrolladores de juegos recientes introducen publicidad dinámica e interactiva en mundos virtuales. En este contexto, videojuegos como el NBA2K18, lanzaron diferentes plataformas como vallas publicitarias y otros medios publicitarios dentro del juego. Este estudio tiene como objetivo analizar cómo es la experiencia del usuario en NBA2K18 con respecto a la participación de las marcas en él. Se posiciona en el paradigma interpretativo y se realizaron entrevistas semiestructuradas. Los participantes fueron 15 jugadores NBA2K18, considerados "Hard Core Players" cuyas edades oscilaron entre los 18 y los 25 años. Se estudiará MyCareer, un modo de juego en NBA 2K18. Los resultados muestran que todos los participantes estuvieron de acuerdo en que las marcas son necesarias en este juego, ya que ayudan a los jugadores a cumplir con todas sus fantasías. Las percepciones de los jóvenes giraban en torno a cómo las marcas les ayudaban a perseguir sus sueños. Las marcas en NBA2K18, no sometieron la experiencia del juego a sus objetivos; más bien, lo mejoran, para que los jugadores lo sientan mucho más cercano a la vida real.
Users are actively protesting against invasive digital ads by downloading adblocking software. Recent games developers introduce dynamic and interactive advertising into virtual worlds. In this context, video games like NBA2K18 launched different platforms like billboards and other advertising media within the game. This study aims to analyze how the user’s experience in NBA2K18 is regarding the participation of brands in it. It is positioned in the interpretive paradigm and semi-structured interviews were conducted. The participants were 15 NBA2K18 players, considered "hard-core players" whose ages ranged from 18 to 25. MyCareer, a game mode in NBA 2K18 will be studied. Findings show all participants agreed that brands are necessary in this game because help the players fulfilled every fantasy requirement. Young people's perceptions revolved around how the brands help them pursuing their dreams. Brands in NBA2K18, do not undergo the experience of the game; rather, they enhance it, so that players feel it much more like real life.
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Palma, Katalina, and Katrin Waalkens. "Native Advertising - A New Era of Online Advertising? : A qualitative study exploring consumers' attitudes." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54660.

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Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. Findings – Consumers’ persuasion knowledge in relation to native advertising is found to be low. The advertising value of native advertising is positive since the consumers considered it to be entertaining, informative and credible. Furthermore, it was not considered as irritating which enhances the advertising value as well. Design was found to be its own category as it has an effect on all dimensions to enhance the advertising value. Since the advertising value is positive and enhanced, the attitudes of consumers towards native advertising are positive. Research implications/limitations – The main implications of this research are: native advertising can be used as a solution to consumers avoiding online advertising and in order for it to be successful, the design, content and frequency have to be taken into consideration. Since this research is qualitative, it has a subjective nature which might result in researcher induced bias. Furthermore, the age of the interviewees’ range from 21 to 38 years old which unlikely represents the whole population. Originality/value – As there is a lack of research in the field of native advertising, this research contributes to the field with knowledge about consumers’ attitudes towards it as well as how native advertising creates value. Additionally, the researchers applied the attitudes-towards-advertising model for this specific context and augmented it with a new dimension, design. This research also contributes with knowledge about each dimension in the native advertising context. Lastly, this research shows advertisers how native advertising should be used in terms of content, frequency and design.

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Högström, Julia, and Ellen Wallin. "Programmatic Advertising: A Quantitative Study of Consumer Attitudes Towards Highly Frequent Online Ads." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-33990.

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Because of the adaptation to technological and social changes, the advertising environment is constantly evolving and today the central part of online advertising is called Programmatic advertising. It’s an automated media buying technique that involves targeting individual consumers in real-time. However, previous research shows that high frequency is one of the most important issues within programmatic advertising and not all ads bought programmatically is in frame of a good frequency. Furthermore, theories indicate that frequency influences consumers’ attitudes towards advertising, which lead to our research question: “How does high frequency exposure affect consumers’ attitudes towards programmatic advertising?” The purpose of this research is therefore to get a deeper understanding of how highly frequent exposure of programmatic advertising affect consumers’ attitudes towards it. We found that Irritation, Invasiveness, Likeability of relevance and Recognition are terms examined in previous studies related to individually targeted advertising or frequently exposed advertising. In order to carry out an explanatory research, we measured these variables including frequency with a quantitative survey and made statistical calculations such as correlation and regression analyses to see if our hypotheses were supported. The analyses indicated average causal relationships between Frequency and Irritation as well as between Frequency and Likeability of relevance whereas the causal relationships between Frequency and the other two variables were weak. We concluded based on our study that highly frequent exposed programmatic advertising is affecting consumer attitudes both positively with relevance, and negatively causing irritation. However, the relevance that comes with programmatic advertising generates a stronger feeling of likeability than of irritation.
Annonsering utvecklas ständigt, främst genom anpassning till tekniska och sociala förändringar, och idag kallas den centrala delen av onlineannonsering för Programmatisk annonsering. Det är en automatiserad metod för att köpa individuellt riktade annonser i realtid. Tidigare forskning visar dock att hög frekvens är ett av de viktigaste problemen inom programmatisk annonsering. Vidare indikerar tidigare teorier att frekvens influerar konsumenters attityder gentemot annonsering vilket ledde fram till vår problemformulering: “Hur påverkar hög frekvens av programmatisk annonsering konsumenters attityder?”. Vårt syfte med uppsatsen var därmed att få en djupare förståelse för hur frekvent exponering av programmatisk annonsering påverkar konsumenters attityder mot det. Vi konstaterade att Irritation, Inkräktande, Relevans och Igenkännande är termer som är granskade i tidigare forskning relaterat till individuell riktning av annonsering eller frekvent annonsering. För att kunna genomföra en förklarande undersökning mätte vi dessa variabler samt Frekvens i ett kvantitativt frågeformulär och gjorde statistiska uträkningar som korrelation - och regressionsanalyser för att se om vi har stöd för våra hypoteser. Analyserna indikerade ett medelstarkt kausalt samband mellan Frekvens och Irritation samt mellan Frekvens och Relevans medan de kausala sambanden mellan Frekvens och de två andra variablerna var svagt. Baserat på vår studie kunde vi dra slutsatsen att frekvent exponering av programmatisk annonsering påverkar konsumenters attityder både positivt genom relevans och negativt genom skapandet av irritation. Relevansen som kommer med programmatisk annonsering genererade dock högre uppskattning än känslan av irritation.

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Hemphoom, Sunisa, and Karina Konrádi. "Reconnect with readers : Does native advertising affect customer’s attitude towards online advertising?" Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49261.

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Background - The thesis topic was selected because of the increased value of ads as a promotional tool and the growing avoidance arising from the exposure rate towards advertising. The principle of native advertising gives marketers a less intrusive pathway. Despite the increased trend and the benefits of using native advertising as a digital marketing tool, native advertising has been criticized for its approach. However, we hope to provide another insight into the positive side of native advertising. Purpose - We seek to help advertisers improve native advertising content based on individuals' preferences by focusing our attention on what motivates consumers to affect their attitude towards online advertisement in the form of native advertising. Therefore, the purpose of this thesis is to investigate the factors influencing internet users’ attitude towards native advertising. Method - The thesis is an exploratory study which is based on a qualitative method along with an abductive approach within the interpretivism stance. Data collection was done through primary. Within the primary data, it is collected through a semi-structured interview with the eleven internet users. Both genders are included in the data collection as well as it consists of several nationalities. Also, the data analysis is done through a thematic analysis method. Conclusion - Entertainment, informativeness, irritation and credibility were applied to research the attitude of customers towards native advertising. Participants agreed that native advertising itself is not enough to encourage them for consumption, but they find it a smart and new idea that makes it easier to recognize the brand. While all four factors were crucial, we could discover different categories within each type that can influence customers’ attitude. Moreover, participants did not feel overwhelmed or deceived by native ads.

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Halalau, Ruxandra, and Gustaf Kornias. "Factors influencing users' attitude towards display advertising on Facebook." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-19005.

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Background: Researchers have investigated display advertising in the past several years from different perspectives but only in connection to traditional Web sites and not specifically for social networking sites. Facebook is the most prominent social networking site in terms of number of users and its main source of revenue is its online advertising business. Having display advertising in their virtual space is the reason why social networks are able to offer free service and as such the need to understand how users perceive it arises The most important way of understanding users’ perceptions about the advertis- ing messages is by studying attitudes. In order to understand the attitudes toward Facebook display advertising, it is necessary to examine the factors that affect the attitude-toward-the-ad. Ad perceptions, ad credibility, attitude toward advertisers, attitude toward advertising and mood have been identified by previous researchers as clearly influencing the attitude toward specific ads. Purpose: The purpose of this research is to investigate user’s attitude toward display advertising on Facebook by identifying the main factors that influence the formation of attitudes. Method: In order to fulfill the purpose and uncover the main factors that influence the attitude towards display advertising on Facebook, a qualitative research has been conducted. Both a primary and a secondary data search was per- formed. The primary data was collected by carrying out semistructured interviews with students at Jönköping University which resulted in a number of 20 respondents. The secondary data was gathered through the use of the resources available at the university library, both digital and paper based. Internet Web sites have also been reviewed when needed. Conclusions: The authors found that users display an accepting, positive attitude toward display advertising on Facebook. There have been identified five main fac- tors influencing Facebook users’ attitude and these are ad credibility, ad perceptions, attitude toward the advertiser, informativeness and lack of irritation. Moreover, the informativeness factor was found to have the greatest influence in terms of the behavior Facebook users have toward display advertising.

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Fransson, Rebecca, and Ellinor Pousette. "The medium is the message, or is it? : A quantitative study of media users’ attitudes towards advertising online and offline." Thesis, Karlstads universitet, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-72758.

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Media usage, as well as media advertising, is growing in tandem with each other. Media users will, regardless of which medium that is in use, encounter a considerable amount of advertising. As we are moving towards a more digitized world, and also a more digitized media sphere, a new communication landscape has been formed. The digitalization has provided new ways to communicate and also new ways to advertise. Now there is not only possible to advertise through traditional offline media channels, such as radio and television, but also possible to advertise through online media, such as Facebook and Instagram. Personalized advertising is an advertising format which has evolved with the growth of online advertising and the ability to collect media users’ data online. Personalized advertisements are formed to comply with the media users’ preferences and have been proven to be effective and in some cases appreciated. Though, this form of advertisements has brought up concerns regarding the media users’ integrity online and previous research does, therefore, claim that personalized advertising is a paradox. Furthermore, a question that can be asked regarding advertising and the new communication landscape that has emerged is: what can be said about media users’ attitudes towards advertising online compared to advertising offline? The purpose of this study is to examine media users’ attitudes towards advertising online, compared to attitudes towards advertising offline, and further investigate whether the mediums themselves seem to have an impact on the receiver’s attitudes towards advertising. The study’s three research questions compose the structure which is followed throughout the study. Furthermore, to answer the research questions, a survey has been implemented. The survey intended to investigate media users’ attitudes towards advertisements online and offline. The theories the study is based on are Marshall McLuhan’s theory The Medium is the Message, The advertising value model by Ducoffe and Personalization. Based on the study’s theory and theoretical framework, the result was analyzed and discussed. The result of the study shows that media users’ attitudes towards advertising are overall rather similar, regardless of age, gender and political position. Further, a pattern that shows connections between media users’ self-reported awareness, their consent of data collection and their appreciation of personalized advertising online was found. The study further examines differences between attitudes towards different mediums, however, we can conclude that the mediums themselves have been proven to not be determinant in media users’ attitudes towards advertising - the experiences of advertising are rather negative regardless of where the media user encounters them. This study contributes with information and insight regarding media users’ attitudes towards advertising in different mediums, further, how media users stand regarding online privacy and concession with data collection in relation to their attitudes towards personalized advertising.

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Cox, Shirley A. "Online social network member attitude toward online advertising formats /." Online version of thesis, 2010. http://hdl.handle.net/1850/11588.

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Nilsson, Pamela, and Olivia Hiljegren. "Konsten att skapa trovärdighet genom influencer marketing : En kvalitativ studie om hur varumärken nyttjar influencers som ett marknadsföringsverktyg för att skapa trovärdighet i sociala medier." Thesis, Högskolan i Halmstad, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45111.

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Att företag använder sig av influencers som ett marknadsföringsverktyg på sociala medier blir allt vanligare att se. Precis som det engelska ursprungsordet influence betyder så handlar influencer marketing om att varumärken använder personer med stora nätverk av följare för att påverka andra konsumenter till varumärkeskännedom och köpbeslut. Syftet med denna studie är att undersöka hur varumärken använder sig utav influencers som ett marknadsföringsverktyg för att skapa trovärdighet genom samarbeten på sociala medier. Studien har undersökt vad det finns för möjligheter samt problem som denna typ av marknadsföringsverktyg kan innebära. För att undersöka frågeställningen har författarna intervjuat två medelstora influencers och två stora varumärken inom skönhet. Deras expertis och kunskap inom influencer marketing har bidragit till ett exceptionellt forskningsmaterial för denna studie. Slutsatsen visade på att varumärken som använder influencers som ett marknadsföringsverktyg gör det i syfte att stärka relationen till sina kunder, samtidigt som de vill öka sin varumärkeskännedom. Influencers som samarbetar med varumärken anser sig själva inspirera sina följare att prova nya varumärken, samtidigt som de ger en ärlig och rättvis recension. Detta sammanlänkar de tre delarna som ingår i marknadsföringsverktyget, vilket är influencer, mottagare och varumärke.
The fact that companies use influencers as a marketing tool on social media is becoming increasingly more common. Just as the English origin word influence means, influencer marketing is about brands using someone with a large number of followers and a power to affect and influence other consumers to brand awareness and purchasing decisions. The purpose of this study is to investigate how brands use influencers as a marketing tool to create credibility through collaborations on social media. The study will examine what opportunities there are as well as problems that this type of marketing tool can entail. To answer the research question, the authors have interviewed two medium-sized influencers and two major beauty brands. Their expertise and knowledge in influencer marketing have contributed to an exceptional research material for this study. The conclusion showed that brands that use influencers as a marketing tool do it, in order to strengthen the relationship with their customers, while at the same time increase their brand awareness. Influencers who work with brands consider themselves to inspire their followers to try new brands, while giving them an honest and fair review. This conclusion links the three parts included in the marketing tool, which are influencers, recipients and brands.

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Yaakop, Azizul Yadi. "Tourists' attitudes towards advertising in a Malaysian tourism context." Thesis, University of Surrey, 2010. http://epubs.surrey.ac.uk/754891/.

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For almost half a century, advertising attitudes have been a popular topic of study among researchers in consumer behaviour (Bauer and Greyser, 1968; Petrovici and Marinov, 2007). In parallel with the long history and ever-growing interest in this area, the framework to examine consumers' attitudes towards advertising has also gone through a considerable evolution. The evolution demonstrates how researchers in the field want to look at this phenomenon from a very detailed perspective. However, most of previous studies have not examined advertising attitudes from any specific frame of reference. Therefore, this present study is concerned with how consumers form attitudes towards advertising which are derived from a more specific source of advertising reference. In this study, Malaysia tourism is used as a context in order to (i) examine how tourists respond towards advertising media, particularly the ones that are utilized in promoting Malaysia as a top-of-mind tourism destination i.e. traditional print and television advertising as well as the modern-day internet advertising, and to (ii) exhibit a selection of advertising references exclusively for this study. This study is a quantitative survey based on a sample of 425 respondents, 255 are international tourists (60%) and 170 are local visitors (40%). Data were collected between April and June 2009 in Malaysia. All international tourists who were approached based on quota sampling methods and based on international tourist arrival statistics (2007). Based on extensive and rigorous literature reviewing, instrument design and subsequent pilot testing, the study shows that attitudes towards advertising in specific media (A Media) emerged ii as another important determinant to attitudes towards advertising (AG). Specifically, the results indicated that AG is best explained by the television advertising frame of reference. As a matter of fact, the study arrived at a noteworthy finding that attitude towards television advertising (ATV) acts as the strongest predictor of AG. Additionally, the study has also established the mediating effect of AMedia in the relationship among the tested variables. Other supporting findings especially concerning tourists' responses towards the three advertising media are also presented as well as the limitations of the research, and suggestions for future research endeavours.

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Granjon, Valentin, and Romain Benedic. "Instagram's Social Media Influencers: A study of Online Popularity From Source Credibility to Brand Attitude." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-328627.

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Social Media Influencers (SMIs) and their sponsored posts on the Social Media represent a growing part of tomorrow’s digital marketing landscape. Marketers hire them to recommend their products to their large audiences through friendly and engaging social media posts. To please marketers, increasing and maintaining their audience size is of the utmost importance. Consequently, number of followers, likes, and comments have become the metrics of SMIs success. However, recent contradictory publications of business magazines and academic research raised the question of SMIs’ online popularity, credibility, and their efficiency as brand endorsers. Hence, an online-based survey experiment based examined the audience’s attitude of SMI credibility across three different level of online popularity using Ohanian’s (1990) source credibility model. Further, the relationship between SMI credibility and brand attitude, and the mediating effect of attitude toward sponsored post were investigated using a research model adapted from Attitude toward advertising models. The findings revealed that the more an SMI is popular, the more he is perceived as a credible brand advocate, and SMI credibility was found to positively and directly influences brand attitude. Semi-structured interviews strengthened the discussion of the quantitative results. Theoretical and managerial contributions of the study are presented and suggestions for future research ensue.

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Friberg, Anna, and Lotta Laakso. "Adaptation of Trade Promotion and Advertising - Attitudes Towards Sexual Appeals." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37084.

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Krige, Philip. "Exploring attitudes towards banner advertising on the world wide web." Thesis, Nelson Mandela Metropolitan University, 2008. http://hdl.handle.net/10948/997.

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The purpose of the study was to assess the effectiveness of banner advertising on the World Wide Web, as well as to explore and analyse the attitudes and behaviours of internet users towards banner advertising. The research objective was to determine, why people do not click on banners and to find ways in which advertisers can make banner advertisements appeal to consumers more effectively. Outcomes of the research suggested which features advertisers should avoid when developing clickable banners. An extensive literature review was carried out in order to highlight important aspects of historic research. The analysis conducted on this topic indicated that a gap exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To address the above questions, peoples’ attitudes towards banner and other Internet advertising were investigated through focus group interviews and surveys. The findings suggest that the main reason for the ignorance surrounding clickable banners was the low involvement between the product or service being advertised and the viewer’s interests. Other reasons included the high annoyance level of banner advertising and the threat of viruses that some banners may pose. Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content. Other important findings included: • The majority of people are indifferent towards banners, • People with less than three years of Internet experience tend to click more than people with more than three years of Internet experience, • Females showed more “clickable behaviour” than males, • People are more likely to click on banners which present interesting information, are bright and animated or promote catchy phrases for the surfer, • People prefer to see banners located on the top of the page or on the right side of the page, • Pop-ups are the most noticeable and are possibly the route cause of what triggers people to become annoyed or dislike banner ads, Findings of this research have high social value. If advertisers would take into account the results of the current study, they would be able to create more effective banners, which could effectively be redirected to the appropriate target market. This will enable them to cut their costs. Furthermore, online users would enjoy a more polite and friendly online environment, where their interests will be taken into account, which would diminish the current gap between customers and advertisers.

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Belinskaya, Yulia. "Outdoor Advertising and Gender Differences : Factors Influencing Perception and Attitudes." Thesis, Stockholms universitet, JMK, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-120367.

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The thesis examines attitudes towards outdoor advertising, with strong emphasis on gender-based differences. The research intends to reveal the most influencing factors, including gender, format, different images and recall. Earlier researchers have argued that females are inclined to rate advertisements more positively than men. Five different, but interconnected studies, one content analysis and four surveys, were implicated in order to measure the responses to advertising. It is further suggested that positive attitude towards outdoor advertising affects the purchase intent. The theme of sexualised advertising is also discussed within this research. After detailed examination of the advertisements in the centre of St. Petersburg it was concluded that females’ rating is considerably more positive compared to males in the situation of high processing opportunity. However, men were more positive when respondents were asked about more general attitudes to outdoor advertising. Recall of advertising was studied within the field settings and showed that women indeed demonstrate better visual memory. Such factors as format, content were proved to have influence on the recall. In addition, different visual preferences were tested within one study. The findings prove that gender differences in perception of outdoor advertising do exist and should be taken into consideration by advertisers in order to raise the effectiveness of advertising campaigns.

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Tordsson, Frida, Matilda Tegebäck, and Malin Varnvik. "Factors influencing attitudes towards VR as an advertising media : This paper will undego a study of what is effecting customer attitudes towards Virtual Reality as an advertising media." Thesis, Högskolan i Jönköping, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39915.

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Virtual Reality (VR) is gaining more recognition and is evoking a public interest. The virtual technology creates a virtual world controlled by body movements. The VR usage areas are still limited to entertaining, but is continuously applying more fields of usage. Advertising is one of them. The attitude of adding a new media in advertising is complex and the VR technology is to be discovered. The purpose of this thesis is to investigate the factors that are influencing consumer attitudes towards Virtual Reality as an advertising media. By conducting interviews, the thesis aims to answer how different attitudes are coming about, and what factors that are influencing those attitudes. The authors of this thesis chose to study consumer attitudes, as attitudes could determine how various stakeholders would react in response to the attitudes. Attitudes towards VR is still an exploratory subject, and what forms these attitudes are dependent on various factors that will be discussed in this thesis. The thesis first introduces the background of Virtual Reality as an advertising media, and then analyze the attitudes connected to VR as a form of advertising media. The attitudes were investigated by conducting semi-structured interviews with female and male participant between the ages of 15-30. The main results showed that the factors affecting attitudes towards VR as an advertising media include social-, demographic-, economic- and environmental driven factors.

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Kulp, Steven C. Sweeney John. "Advertising amongst ourselves a qualitative study of viewer attitudes towards viral marketing /." Chapel Hill, N.C. : University of North Carolina at Chapel Hill, 2007. http://dc.lib.unc.edu/u?/etd,876.

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Thesis (M.A.)--University of North Carolina at Chapel Hill, 2007.
Title from electronic title page (viewed Dec. 18, 2007). "... in partial fulfillment of the requirements for the degree of Master of Arts in the School of Journalism and Mass Communication." Discipline: Journalism and Mass Communication; Department/School: Journalism and Mass Communication, School of.

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Fingalsson, Linn, Katalina Palma, and Sindi Sheri. "Attitude is everything : towards social media mobile advertising." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44828.

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Purpose: To explore what are the consumers’ attitudes towards mobile advertising in a social media context. Research questions: What are the consumers’ attitudes towards entertainment, credibility, irritation and informativeness in mobile advertising? What are the consumers’ attitudes towards permission-based advertising and incentivebased advertising in mobile advertising in social media context? Theoretical framework: This study was based on theories that helped to understand what are the consumers’ attitudes towards mobile advertising, what are the attitudes towards the dimensions of mobile advertising and the types of mobile advertising. A model was presented in order to have a clear picture of the existing theories in this field. Methodology: The authors used a qualitative research and the method chosen for data collection was semi-structured interviews and a case study, Snapchat (mobile application). Conclusions: After this process the authors could conclude that consumers’ attitudes towards mobile advertising in social media were negative. The strongest feeling among consumers that would influence their attitudes was irritation. The consumers’ negative attitudes can be related to control. When giving them control their attitudes can be positive. Rewards can positively influence consumers’ attitudes as well. According to the findings in this study high rewards should be given to consumers in high engagement situations.

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Sultan, Muhammad Umar, and Md Nasir Uddin. "Consumers’ Attitude towards Online Shopping : Factors influencing Gotland consumers to shop online." Thesis, Högskolan på Gotland, Institutionen för humaniora och samhällsvetenskap, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-914.

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In the era of globalization electronic marketing is a great revolution. Over the last decade maximum business organizations are running with technological change. Online shopping or marketing is the use of technology (i.e., computer) for better marketing performance. And retailers are devising strategies to meet the demand of online shoppers; they are busy in studying consumer behavior in the field of online shopping, to see the consumer attitudes towards online shopping. Therefore we have also decided to study consumer’s attitudes towards online shopping and specifically studying the factors influencing consumers to shop online. The population selected for the research is Gotland, and narrowed down to Gotland University students, University cafeteria and Gotland Public library, the sample size selected for this research is 100 and we have used convenience sampling technique. Our findings indicated that among the four factors selected for this research the most attractive and influencing factor for online shoppers in Gotland is Website Design/Features, following convenience the second most influencing and thirdly time saving. Results have also showed that security is of important concern among online shoppers in Gotland. The research has also found that there are some other factors which influence online shoppers including, less price, discount, feedback from previous customers and quality of product. For the second research question i.e. who are online shoppers in term of demography: the correlation results for the age and attitudes towards online shopping has showed that elderly people are not so keen to shop online. Whereas for education it is concluded that higher education makes online shopping less attractive, for the income the correlation results are so weak hence we could not conclude anything out of it. It is expected that this study will not only help retailers in Gotland to devise successful strategies for online shoppers but it will also provide a base for similar studies in the felid of consumer attitudes towards online shopping.

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Tang, Yan. "Online Game Advertising and Chinese College Students: Attitudes, First- and Third-Person Effects." Scholar Commons, 2015. http://scholarcommons.usf.edu/etd/6037.

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The purpose of this study is to explore the relationships among Chinese college students’ attitudes toward online games and online game advertising, their perceived influence of online game advertising on themselves and others, and their attitude toward restrictions on online game advertising. The growing popularity of online games and the frequent use of advertising in promoting online gaming activities make it necessary to examine empirically the relationships among these variables. Based on a survey among 518 Chinese college students, the study found support for the mediating role of the third-person effect. It also found evidence for the first-person effect through the mechanism of looking glass perception.

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Pietz, Michal, and Lauri Storbacka. "Driving advertising into mobile mediums : Study of consumer attitudes towards mobile advertising and of factors affecting on them." Thesis, Umeå University, Umeå School of Business, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1264.

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The high penetration rate of mobile phones along with the recent technological development has created a whole new marketing medium named mobile advertising filled with possibilities for the advertisers. Earlier studies have although indicated the success of this new advertising channel to depend on user acceptance of receiving mobile ads. Wherefore a study of consumer attitudes towards mobile advertising can be considered necessary in order to create a lucrative business. Even though this topic is relatively new several studies have already been gathered concerning user attitudes towards mobile advertising, mostly in Asian countries. Our paper aims to fill up the research gap by targeting the research to young adults in Sweden and providing thus with a study on young adult attitudes towards mobile advertising and the factors affecting them, in Sweden.

To be able to see if any relation between existing literature and empirical data exists four hypotheses have been constructed. This paper has identified user acceptance of advertising, user-based characteristics, advertising characteristics, as a well as mobile service characteristic to be main consumer acceptance drivers of mobile adverting. The four hypotheses set up for the paper could be confirmed with the help of a Pearson correlation test, which showed a significant relationship between all tested variables and a weak positive correlation. The relations are though weaker than the previous literature declares. Further results of this paper indicates that users are in general negative towards mobile advertising, and that permission and incentive based services most likely are to influence consumer attitudes towards the service.

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Sharp, Kirsty-Lee. "Modelling the factors that influence black Generation Y students' attitudes towards mobile advertising / Kirsty-Lee Sharp." Thesis, North-West University, 2013. http://hdl.handle.net/10394/10631.

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The rapid growth in mobile communication in South Africa makes it an important new advertising medium, and that is why an understanding of attitudes towards mobile advertising is important. As the most technologically astute generation, the Generation Y cohort (individuals born between 1986 and 2005) represents an important current and future market segment for digital media, including mobile media. In South Africa, black African make up the majority of the Generation Y cohort (hereinafter referred to as black Generation Y). Given the size of the black Generation Y market segment in South Africa, and the potential earning power and influential role of those with a tertiary qualification, a need was identified to propose and empirically test a model of possible antecedents that may determine attitudes towards mobile advertising amongst black Generation Y students. The sampling frame for the study included black Generation Y students aged between 18 and 24 who were registered at South Africa’s 23 public registered higher education institutions (HEIs). This sampling frame was narrowed down, using judgement sampling, to three HEI campuses situated in the Gauteng province – one from a comprehensive university, one from a traditional university and one from a university of technology. Lecturers at each of the campuses were contacted and asked if they would allow a questionnaire to be distributed to their students during class time. A convenience sample of 600 students across these three campuses was taken in 2013. Self-administered questionnaires, designed to measure the antecedents influencing black Generation Y students’ attitudes towards mobile advertising, were hand delivered to students during class time at each of the three campuses. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, correlation analysis and structural equation modelling. The findings of the study suggest that South African black Generation Y students have a strong positive attitude towards advertising in general, and towards communicating using the SMS function. Moreover, they have a positive attitude towards the value of mobile advertising. It appears that they find mobile advertisements to be intrusive, and do not perceive mobile advertisements to have much entertainment value, which may account for them not having an overall positive attitude towards mobile advertising. Attitude towards advertising and credibility were found to have a significant direct influence on black Generation Y students’ perceived value of mobile advertising, which in turn has a significant direct influence on black Generation Y students’ overall attitude towards mobile advertising. Personalisation and in formativeness have a significant positive influence on credibility. Entertainment, attitudes towards advertising, control and credibility have a significant positive influence on the perceived value of mobile advertising. Intrusiveness has a significant negative influence on overall attitudes towards mobile advertising, while trust and perceived value have a significant positive influence. This study will contribute to developing a profile of the consumer behaviour of the black Generation Y student in South Africa concerning their attitude towards mobile advertising. This research study aimed to develop a conceptual model to illustrate the antecedents that influence black Generation Y students’ attitudes towards mobile advertising. The findings of this study will act as marketing strategy guidelines for marketers seeking to reach this segment through mobile advertising. The findings of this study will be of value to South African marketers, as well as international advertisers, seeking to target this lucrative market segment.
PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

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Miller, Corey T. "The Cultural Adaptation of Internet Dating: Attitudes towards Online Relationship Formation." ScholarWorks@UNO, 2011. http://scholarworks.uno.edu/td/1332.

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This study explores the social approval of internet dating through the ranking of vignette scenarios. The scenarios are manipulated by the conditions of face-to-face interaction, presence of mutual acquaintance, and use of internet technology. Measures of legitimacy, predicted longevity, and social perception test for changes in attitudes of the varied ways in which a hypothetical couple meets. One of seven randomly distributed scenarios was ranked by a total of 346 undergraduates to disentangle the above conditions and test for an effect on social approval. Situated in the framework of cultural adaptation, script theory and the saturated self, support is found for low cultural approval of internet dating. Conditions of face-to-face interaction, issues of trust, and affinity to the internet demonstrate clear effects on the approval of relationships formed through internet dating.

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Andersson, Hanna, and Emilia Schytt. "Sexism in Advertising : A Qualitative Study of the Influence on Consumer Attitudes Towards Companies." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35770.

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Dondolo, Hilda Bongazana. "Modelling the factors that influence Generation Y students' attitudes towards advertising in the facebook environment / Hilda Bongazana Dondolo." Thesis, North-West University, 2014. http://hdl.handle.net/10394/10628.

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Previous research has provided insights into factors influencing attitudes toward advertising in general, and those factors influencing attitudes toward advertising in a particular medium. However, attitudes towards Facebook advertising, especially those of Generation Y, have received relatively little research attention, especially in the South African context. The Generation Y cohort (individuals born between 1986 and 2005) are heavy users of Facebook, and access the site on a daily basis. In South Africa, approximately 20 million of the country’s population of 52 982 000 fall into the Generation Y cohort; this makes them a salient market segment. Those engaged in tertiary education are of particular interest to marketers as a tertiary qualification is often an indication of higher future earning potential, and higher social status within a community. The purpose of this study was to propose and test a model of the possible determinants and inhibitors of Generation Y students‟ attitudes towards advertising, in the Facebook environment, within the South African context. The proposed model suggests that information value, entertainment value, credibility, self-brand congruity and trust in site are predictors of attitude towards advertising in the Facebook environment, while invasiveness of advertisements and time cost are inhibitors of attitude towards advertising in the Facebook environment. The study hypothesised that information value, entertainment value, credibility, self-brand congruity, trust in site, invasiveness of advertisements and time cost impact on Generation Y students‟ perceived value of advertisements on Facebook that in turn directly influence attitudes towards advertising on Facebook. The study followed a descriptive research design using a single cross-sectional sample and a self-administered survey questionnaire. A non-probability convenience sample of 450 students enrolled at three public higher education institutions (HEIs) of South Africa located in the Gauteng Province was drawn for the study. Lecturers at the three HEIs were contacted and asked if they would allow the questionnaire to be distributed to their students during class. Of the questionnaires completed, there were 306 usable self-administered questionnaires. Data were analysed using exploratory factor analysis, Pearson’s Product-Moment correlation analysis and structural equation modelling. Before testing and confirming the hypothesised construct paths, a measurement model was developed based on the exploratory factor analysis and correlation analysis. The results of the correlation analysis showed that invasiveness of advertisements and time cost did not have a significant relationship with the two endogenous constructs of value and attitude towards advertisements on Facebook. As such, the measurement model excluded these two constructs. The measurement model identified seven latent variables identifying attitudes towards advertisements in the Facebook environment as a seven-factor structure. Confirmatory factor analysis was performed, and the results confirmed the existence of convergent and discriminant validity. The measuring scale of this study also demonstrated composite reliability. The initial structural model (Structural Model A) hypothesised that information value, entertainment value, credibility, self-brand congruity and site trust directly influence perceived value, which, in turn, influences overall attitude towards advertising in the Facebook environment. Despite the fit indices indicating the overall fit of the hypothesised structural model as acceptable, the path between self-brand congruity and value, as well as the path between site trust and value, were negative and not significant. As such, a revised model based on the original measurement framework was tested. The revised structural model (Structural Model B) was tested to determine whether self-brand congruency and site trust have a direct positive influence on Generation Y students‟ overall attitude to advertising in the Facebook environment, rather than an indirect influence via their influence on perceived value. In Structural Model B, information value, entertainment value and credibility have a significant positive influence on Generation Y students‟ perceived value of advertisements on Facebook, and perceived value has a significant positive influence on attitudes towards advertisements on Facebook. Similar to the findings of previous studies, Structural Model B revealed that self-brand congruity and site trust have a significant positive and direct influence on Generation Y student‟ overall attitude towards advertising in the Facebook environment. Furthermore, the revised model (Structural Model B) appears to fit the data better than that of Structural Model B. This study contributes to the body of knowledge in the area of attitude towards advertising by empirically testing a model of factors influencing Generation Y‟s attitudes towards advertising in the Facebook environment, and ascertaining which factors act as antecedents to successful advertising on Facebook. It suggested that attitude towards advertising in the Facebook environment is a seven-factor structure composed of overall attitude, information value, entertainment value, credibility, self-brand congruity, trust in site and perceived value. The study also offers recommendations and guidance for marketers who seek to incorporate Facebook in their marketing communication mix.
PhD (Marketing Management), North-West University, Vaal Triangle Campus, 2014

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Smith, Martin Williamson. "Fantasy game-product congruence : an exploration of game advertising and UK gamer attitudes towards around-game advertising through promotional merchandise." Thesis, University of the West of Scotland, 2015. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.714649.

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Blomqvist, Anna, Louise Nyman, and Frida Lennartsson. "Consumer Attitudes Towards Online Grocery Shopping : A Research Conducted on Swedish Consumers." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26652.

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Purpose: The aim of this research is to investigate if positive attitudes influence the intentions to purchase groceries online. In order fulfil the purpose and test the relationship between attitudes and intentions, the Theory of Planned Behaviour is used as the underlying theoretical model. Background: The e-commerce market in Sweden is regarded as one of the most developed e-commerce markets in Europe, however the grocery market is still striving for an online breakthrough. One of the largest obstacles for the online grocery market is the lack of consumer adoption. Previous research has emphasized the importance of understanding consumer attitudes and its influence on the consumers’ intention to adopt an e-commerce behaviour. Existing theories recognize a gap within positive attitudes’ and their influence on the intentions to adopt e-commerce. Method: An explanatory strategy and a deductive approach were applied in order to test the Theory of Planned Behaviour. Three hypotheses were developed based on the model. The empirical study was based on a quantitative approach and the data collection was made possible through an online survey targeted towards adults in Sweden. Furthermore the analysis of the data was done in SPSS through factor analysis, correlation matrix, descriptive variables and multi linear regression analysis, this provided answers for the hypotheses with a 95% confidence interval. Findings and conclusion: The analysed empirical findings presented overall positive attitudes, as well as a strong correlation between positive attitudes and intentions within online grocery shopping. This answers the research question and fulfils the purpose of examining the influence that positive attitudes have on intentions within the field of online grocery shopping. This research successfully tests the Theory of Planned Behaviour and suggestions for further research is to examine the underlying factors in a qualitative study.

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Wright, Robert Demmon. "Students' Attitudes Towards Rapport-building Traits and Practices in Online Learning Environments." Thesis, University of North Texas, 2012. https://digital.library.unt.edu/ark:/67531/metadc177265/.

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This research was a triangulated study of student attitudes towards instructors' rapport-building traits and their preferences amongst instructors' rapport-building practices in online learning environments. Participants were undergraduate and graduate students enrolled in courses within an educational technology program at a central Texas university. The study employed a mixed-methods approach involving the Likert-item assessment of learners' attitudes, the identification and prioritization of learner preferences through pairwise comparisons, and semi-structured interviews that provided richer, more detailed information. Findings indicated a strong preference for instructor-based traits and practices over pedagogically-based ones. These traits and practices loaded into the components of social presence, enjoyable interaction, and personal connection.

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Synodinos, Costa. "Black generation Y students' environmental concerns, attitudes towards green advertising and environmental behaviour / Costa Synodinos." Thesis, North-West University, 2013. http://hdl.handle.net/10394/10118.

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Green marketing is, in a sense, an oxymoron in that it merges the seemingly contradictory concepts of marketing, which focuses on facilitating and encouraging consumption, and environmental concern, which focuses on environmental conservation. Green advertising represents an important marketing tool for communicating an organisation’s green image and is the driving force behind fostering environmental awareness and environmentally friendly behaviour. As with any type of advertising, an important determinant of the success of green advertising is consumers‟ attitudes towards green advertising and corresponding environmental concerns and behaviour. The last decade has shown a staggering number of marketers targeting the green segment of the population with green advertising, with increasing green advertisements manufacturers are informing their customers about the pro-environmental characteristics of their products and services. Green advertising is an essential tool in an organisation’s overall environmental marketing strategy; one which possibly leads to achieving superior performance and assists in creating a sustainable competitive edge. An in-depth understanding of the relevant consumer behavioural aspects of a target market is tantamount to formulating successful marketing strategies. This holds true with the formulating of green marketing advertising strategies, which aim at encouraging consumption in an environmentally sustainable manner. There is a dearth of published literature on the South African Generation Y‟s consumer behaviour in general and none that specifically focuses on the environmental concern, attitudes towards green advertising and environmental behaviour of the significantly sized black Generation Y cohort. The Generation Y cohort is defined as individuals born between 1986 and 2005. In terms of South Africa, Generation Y individuals accounted for 40 percent of the South African population, with black Generation Y individuals making up 84 percent of this generational cohort. In addition, the black Generation Y cohort of South Africa makes up approximately 33 percent of the whole population, resulting in a highly attractive market segment. Individuals attaining tertiary qualifications are of particular interest to marketers since they are likely to enjoy higher earnings and a higher social status, which together is likely to make them opinion leaders amongst their peers. The primary objective of this study was to investigate black Generation Y students‟ environmental concern, attitudes towards green advertising and environmental behaviour within the South African context. The target population of the study was defined as full-time black Generation Y students, aged between 18-24 years, enrolled at South African registered public higher education institutions (HEIs). The sampling frame comprised the 23 registered South African public HEIs. Using a judgement sampling method, this was narrowed down to four HEIs located in the Gauteng Province - two of which are country-based and two of which are city-based. For this study, a convenience sample of 400 full-time black Generation Y students who were enrolled at these four South African HEIs during 2012 was drawn. The relevant primary data was obtained using a self-administered questionnaire. Lecturers at each of the four HEIs were contacted and requested to distribute the questionnaire to their students either during class or after class. The self-administered questionnaire was hand delivered to these lecturers. The questionnaire requested respondents to indicate on a five-point Likert scale the extent of their agreement/disagreement with items designed to measure their environmental concerns, their attitudes towards green advertising as well as their current environmental behaviour patterns. In addition, the students were asked to provide certain demographic data. The findings of this study indicate that South African black Generation Y students are environmentally concerned, have a positive attitude towards green advertising and report behaving in a pro-environmental manner. Previous research found gender to be a significant factor in displaying concerns for the environment. However, this study determined that gender played no significant role towards the black South African Generation Y cohort environmental concerns and attitudes. Similarly, the study found no significant difference between black Generation Y students who were based at city HEIs and black Generation Y students who were based at countryside HEIs. Insights gained from this study will help both marketing academics and practitioners understand current black Generation Y consumer attitudes towards environmental concerns, green advertising attitudes and the significance of their pro-environmental behaviour.
Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

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Wydick, James R. "The impact of in-game advertising on players' attitudes and purchasing behavior towards video games." View electronic thesis, 2008. http://dl.uncw.edu/etd/2008-3/wydickj/jameswydick.pdf.

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Nielsen, Daniel. "Virtual Goods in Online Games - A study on players’ attitudes towards Lootboxes and Microtransactions in Online Games." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23630.

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The aim of this thesis is to investigate players’ attitudes towards microtransactions within online games. The thesis is based on a multi-method approach combining the following methods: focus group-interviews, interview questions posed to hosts of a podcast, for then to discuss in their episode, and a survey. The results of this study are a categorization of players’ attitudes towards microtransactions consisting of: Activist, Idealist, Agile, Pragmatist, Enthusiast and Compliant. By adopting de Certeau’s concept of strategies and tactics, I have elicited distinctive reactions and ways of meaning making towards microtransactions, associated with each proposed category. Apart from categorizing player attitudes, this study has also identified microtransactions to have brought the broader player base into the symbiosis that previously existed exclusively between fan-programmers, socialized players, and game companies. Meaning, feedback from the whole player-base is crucial for success in implementing microtransactions. In turn, this is perceived as a strategy that surrenders power from the producer to the user.

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Ablamskaya, Alena. "ATTITUDES TO ONLINE BANNER ADVERTISING ON THE "VK.COM" SOCIAL NETWORK AS A CHANNEL FOR PURCHASING CLOTHING." Master's thesis, Česká zemědělská univerzita v Praze, 2016. http://www.nusl.cz/ntk/nusl-256809.

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The tittle of the diploma thesis is Attitudes to online banner advertising on social network VK.com as a channel for purchasing clothing. The main objective is to examine attitudes of the registered users of Russian social network VK.com to banner advertising. Author of the diploma thesis explaines the role of online banner advertising, its main types and forms. To determine users attitudes to online banner advertising, qualitative and quantitative researches were made. The diploma thesis consists of two parts: literature overview and practical part. The first part focuses on a theoretical background; specified terms and definitions of online banner advertising were described. The practical part focuses on the detailed analysis of the online banner advertising on a chosen social network. The conditions of the placement and payment methods were examined. Practical part includes the survey and interpretation of the results. In the final chapter, based on the results of the questionnaire and the calculations, author provides the recommendations for the increase of the online banner advertising effectiveness. Author advices the social network how to avoid the banner blindness effect and to attract the attention of users.

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Cerqueira, Cristina Cristino. "The determinantes of attitudes towards luxury : moderated by saving and luxury." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/30009.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.
The luxury segment is one of the fastest growing and most profitable segments, yet it is largely understudied. In order to maximize their potential, luxury brands must have a clear understanding of the attitudes and perceptions their potential clients have, especially how their marketing tactics affect the attitudes and purchase intention of the their potential buyers. The main objective of this thesis is to investigate the effects advertising copy has on attitudes and purchase intention in the luxury market. Previous studies have shown that brands have priming effects on consumers, whereas, slogans have a reverse priming effect. A luxury brand will induce a consumer to spend more, whereas, a non-luxury brand will not induce spending. Slogans exert a reverse effect, a slogan aimed at luxury induces thriftiness, whereas, a slogan that implies saving will induce the consumer to spend more. Thus, this study aims to show whether a savings or luxury message, in the form of a message and not a slogan, affects the shopping habits of individuals in the luxury sector. This would be particularly interesting for the luxury sector, since messages found in advertisements can more easily be changed in comparison to slogans. In addition, the messages can be altered and tailored for specific audiences, whereas a slogan tends to be the same for all audiences. The group investigated for this study was selected via social networking sites and the author’s network of family and friends. Due to the author’s Canadian heritage and current living conditions, the participants were from Portugal and Canada. A sample T test revealed no significant differences between Canadian and Portuguese participants. An empirical analysis with a quantitative and descriptive methodology was used. The questionnaire was distributed to 133 participants. Since luxury can be a subjective term, participants were asked to think of a luxury product and associate the statements/questions in the questionnaire to their chosen product. In conclusion, the results of this study were mixed. It was found that the savings message had no effect on purchase intention or on the overall luxury perception of consumers. However, the luxury message had a positive impact on purchase intention and the overall luxury perception. In accordance with the literature review the luxury message should have had a negative effect on purchase intention. Furthermore, this study found that unique experience, symbolic value, luxury message, and other directed symbolic value all have a positive influence on purchase intention. Moreover, it was found that luxury message, vanity-physical and social influence, have a positive effect on overall luxury perception. In other words, a luxury brand that wants to increase sales should focus on unique experiences offered by the brand; symbolic value and other directed symbolic value as well as a luxury message to consumers. If a brand wishes to increase their overall perception among consumers they should focus on physical vanity, social influence and a luxury message.

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Fan, Fei. "Consumers' perceptions and responses to advertising with product endorsements by traditional celebrities and online influencers : a relational approach." HKBU Institutional Repository, 2020. https://repository.hkbu.edu.hk/etd_oa/888.

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The practice of celebrity endorsement has been widely adopted in advertising industries around the world. In the Chinese advertising world, celebrity endorsement has been a commonly used strategy since 2010. Celebrities from the entertainment and sports industries have been frequently employed to promote messages about advertised brands or products. This is a traditional way of celebrity endorsement. Recently, however, the development of new media has led to the emergence of self-made micro-celebrities, termed 'online influencers' in this dissertation. Facing the popularity of online influencers in the digital world, marketing communication practitioners have started using them to advertise brands and products, and to engage target audiences in advertisements. A new way of celebrity endorsement has developed. As a result, advertisers need to make decisions on whether to adopt traditional celebrity endorsement or online influencer endorsement. In this regard, it is necessary to figure out which celebrity endorsement method, traditional celebrity or online influencer endorsement, is more persuasive. Our study aims to explore how celebrity-audience relational motives (information, entertainment, and involvement motives) interact with celebrity endorser's typology (traditional celebrities or online influencers) to determine the persuasiveness of celebrity endorsement appeals in advertising. The study's conceptual framework hypothesized that celebrity-audience relational motives play a determining role in the audiences' attitudes toward celebrities, whereas celebrity typology adjusts the impact of celebrity-audience relational motives on the audience's attitude toward celebrities. Also, it was theorized that audiences' attitudes toward celebrities would influence the persuasiveness of advertisements containing celebrity endorsements. In this causal relationship, the celebrity-product fit moderates its impact. A mixed methodology was applied in this dissertation. The first method used was qualitative personal interviews, conducted with 15 Chinese respondents between August 2018 and February 2019. This exploratory study's purpose was to get audience's insights on their perceptions of traditional celebrity and online influencer endorsement, and to develop a conceptual framework based on the empirical data. Results in the first exploratory study revealed that compared with online influencers, a much closer relationship was found between interviewees and traditional celebrities. Also, the overall affective evaluation of traditional celebrities and their endorsement appeal was found to be more positive than that of online influencers. The second study confirms that celebrity-audience relational motives significantly determine the audience's attitude toward celebrity endorsers. The stronger the relational motives are, the more positive audience's attitude could be. Besides, celebrity typology effectively moderates the impact of entertainment motive on attitude toward celebrity endorsers. Moreover, if audiences evaluated celebrity endorsers positively, the persuasiveness of advertising with celebrity endorsement would be significantly improved on both affective and behavioral levels. Furthermore, the celebrity-product fit further enhances the advertising persuasiveness. Based on the findings, theoretical and marketing communication implications are suggested to enlighten communication practitioners on how to select celebrity endorsers and what factors to consider to guarantee the persuasiveness of advertising through celebrity endorsement appeals.

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Suau, Martínez Jaume. "Citizens and online media participation. Attitudes and motivations towards participatory journalism and other online practices in London and Barcelona." Doctoral thesis, Universitat Ramon Llull, 2015. http://hdl.handle.net/10803/289347.

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Aquesta investigació es centra en el tema de la participació en línia des del punt de vista dels ciutadans, abarcant com a tema principal d’estudi les opcions de participació incloses en les pàgines web dels mitjans de comunicació (periodisme participatiu). La part qualitativa del projecte de recerca es basa en sessions de focus group portades a terme tant a Barcelona com a Londres. Aquestes sessions s’orienten a investigar les actituds i motivacions dels ciutadans respecte la participació, posant ènfasis en aquelles pràctiques en línia relacionades amb els mitjans de comunicació, així com també les seves percepcions sobre temes temes d’interès públic i participació en la comunitat. D’aquesta forma, el projecte de recerca destaca la importància d’estudiar la participació en línia en el context ampli de la vida pública in el món analògic de cada participant, més que no pas estudiar les pràctiques participatives en línia de forma aïllada. La part quantitativa de la recerca es basa en un estudi de contingut de les formes de participació adoptades pels mitjans de comunicació, emprant una fitxa d’estudi fonamentada en tres diferents formes d’interactivitat (selectiva, participativa i productiva). L’estructura del projecte de recerca permet doncs comparar les actitus i motivacions dels ciutadans sobre la participació en línia amb l’estat actual d’adopció de mecanismes de participació per part dels mitjans de comunicació.
Esta investigación se centra en el tema de la participación en línea desde el punto de vista de los ciudadanos, abarcando como tema principal de estudio las opciones de participación incluidas en las páginas web de los medios de comunicación (periodismo participativo). La parte cualitativa del proyecto de investigación se basa en sesiones de focus group llevadas a cabo tanto en Barcelona como en Londres. Estas sesiones se orientan a investigar las actitudes y motivaciones de los ciudadanos respecto a la participación, poniendo énfasis en aquellas prácticas en línea relacionadas con los medios de comunicación, así como también sus percepciones sobre temas de interés público y participación en la comunidad. De esta forma, el proyecto de investigación destaca la importancia de estudiar la participación en línea en el contexto amplio de la vida pública en el mundo analógico de cada participante, más que estudiar las prácticas participativas en línea de forma aislada. La parte cuantitativa de la investigación se basa en un estudio de contenido de las formas de participación adoptadas por los medios de comunicación, empleando una ficha de estudio fundamentada en tres diferentes formas de interactividad (selectiva, participativa y productiva). La estructura del proyecto de investigación permite pues comparar las actitudes y motivaciones de los ciudadanos sobre la participación en línea con el estado actual de adopción de mecanismos de participación por parte de los medios de comunicación.
This research approaches the topic of online media participation from the point of view of the citizens and taking as a main object of research the participatory options included in news media websites (participatory journalism). The qualitative part of the thesis is based on focus groups sessions conducted in London and in Barcelona. These focus groups are aimed at researching citizens’ attitudes and motivations towards participation, with a special attention to practices in and through the media, but also to their perceptions about public life and public engagement. By doing so, the research stresses the importance of conducting research about online participation in relation with the offline context of each research participant, rather than studying online media participatory practices in isolation. The quantitative part of this study is based on content analysis of the forms of participation adopted in news media websites, categorised in a study sheet based on the different kinds of interactivity (selective, participative and productive). In this way, citizens’ attitudes and motivations are then compared with the actual adoption of participatory options by news media websites.

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Sandin, Ida. "Swedish Primary Teachers' Attitudes towards Integrating Gaming in the EFL Classroom." Thesis, Högskolan Dalarna, Pedagogiskt arbete, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:du-20494.

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A current topic in Swedish schools is the use of computer games and gaming. One reason is because computers are becoming more and more integrated into the schools, and the technology plays a large role in the everyday lives of the pupils. Since teachers should integrate pupils’ interests in the formal teaching, it is of interest to know what attitudes teachers have towards gaming. Therefore the aim of this empirical study is to gain an insight into the attitudes Swedish primary teachers have towards online and offline computer games in the EFL classroom. An additional aim is to investigate to what extent teachers use games. Five interviews were conducted with teachers in different Swedish schools in a small to medium-sized municipality. After the interviews were transcribed, the results were analyzed and discussed in relation to relevant research and the sociocultural theory. The results show that teachers are positive towards games and gaming, mostly because gaming often contains interaction with others and learning from peers is a main component in sociocultural theory. However, only one out of the five participants had at some point used games. The conclusion is that teachers are unsure about how to use games in their teaching and that training and courses in this area would be valuable. More research is needed within this area, and it would be of value to investigate what suggested courses would contain and also to investigate exactly how games can be used in teaching.

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Kline, Frank J. F. "An investigation into whether public service announcements can be effective for promoting positive attitudes towards people with disabilities." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 2000. http://www.kutztown.edu/library/services/remote_access.asp.

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Thesis (M.S.)--Kutztown University of Pennsylvania, 2000.
Source: Masters Abstracts International, Volume: 45-06, page: 2712. Typescript. Abstract precedes thesis title page as [1] preliminary leaf. Copy 2 in Main Collection. Includes bibliographical references (leaves 29-30).

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Johansson, Andreas, and Erik Lindmark. "Generational attitudes towards sexual advertisement : A comparative study between Sweden and South Korea." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105203.

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To break through the clutter of advertisements, some advertisers uses sexual appeal as a technique to increase visibility and sales. The purpose of this study is to examine, from a Swedish and South Korean perspective, how the attitude towards sexual appeal in advertising differ between generations. Culture and age has been proven to be factors affecting attitude towards advertisements, and previous research has found that the attitude towards sexual appeal in advertising between Swedish and South Korean university students only differed slightly. To examine the attitudes, data was collected through a questionnaire. The results suggest that the attitudes of each age group are generally rather similar, regardless of culture. Ages 18 to 30 showed most negativity towards sexual appeal in advertisements.

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Fabian, Kitti Alexandra. "Watch out for the 4th screen: exploring user attitudes towards location-based advertisements on smartwatches." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20835.

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Smartwatches are becoming more and more independent from smartphones, with thousands of applications available to smartwatch users. Some businesses already included smartwatches in their marketing initiatives, and it is only a matter of time until advertisers expand to the smartwatch users´ screens. Smartwatches have been called the most personal devices ever and therefore consumer attitudes are a crucial aspect in the adoption of location-based advertisements. This study investigated smartwatch users´ attitudes towards location-based advertising on smartwatches along with the factors that influence these attitudes by employing a research through design approach. Through semi-structured interviews, focus groups and prototypes of pull and push location-based advertisements on smartwatches, it was possible to discover how smartwatch users perceive location-based advertisements on smartwatches. The result of this study is that smartwatch users are open to receive location-based advertisements on their smartwatches, however their attitudes will be affected by the following factors: relevancy, personalization, informativeness, privacy concerns, context (location, frequency, timing), perceived ease of use and attitude towards advertising in general. Factors such as timing and frequency do not apply to pull location-based advertisements. Relevance is the most important factor and includes the element of control, meaning that smartwatch users can provide feedback on the specific advertisement on their smartwatch. The prototypes that were developed based on smartwatch users´ input provide four ready concepts of how location-based advertisements on smartwatches could look like.

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Rahavard, Farshad, and Lars Andreasson. "Online Marketing : A study of users’ attitudes in the context of Blogs and Communities." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1344.

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The Internet has opened up new opportunities for companies to market and sell their products online. In the early days of internet marketing and still some of the more widely used methods are Pop-ups and Banners. Earlier research and academic studies have proven these methods of being perceived as irritating and more or less ignored. With this in mind, marketers have been searching to find new and alternative ways of marketing, in addition to the traditional methods. Eventually, when the trend of blogs and communities began growing, so did the companies interests towards them. Because of the new possible forms of marketing online, and due to the companies increasing effort of receiving better value regarding their advertisement budget, the purpose of this thesis is to examine if marketing on sites such as blogs and communities are more positively perceived upon among internet users. In some cases, this has been examined in relation to the more traditional means of online marketing. Furthermore, we examined whether or not the tailoring of advertisements had more effect on users, and if there were any differences in the general perception of blog- and community advertisements among male and female consumers.

The empirical data needed was gathered quantitatively through an online survey, based on the consumer point of view of this matter. As it became difficult to attain any response from users of internet blogs, the study became more focused on communities and forums. The survey was placed on three communities within current areas of interest; Home electronics, Sports and training, and Family life. Furthermore, a conceptualization was made out of the theoretical chapter, and was used for the analyzing of the data.

The results indicate that a majority of the respondents are more positive towards advertisements on blogs and communities, as well as customized advertisements within these mediums. It was further found that these advertisements did not disrupt the surfer’s flow as much as traditional mediums. The findings also show that a majority of the respondents are aware of online advertisements in general, and just as many have developed a dislike towards them. However, the male respondents have a more positive view of advertisements on blogs and communities, than the female. The same finding appeared in regard to tailored ads; while male consumers consider these as more acceptable, the female respondents have an indifferent opinion. To the question of why advertisement on these mediums were more regarded upon, the most common response was due to these ads being considered as more related to their interests. Conclusively, tailored ads that are developed and placed in relation to the website and its content have a larger effect on internet users, than do random advertisements.

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Bäcklund, Jakob, Fredrik Lorentzon, and Kristian Kurtovic. "Male sex role portrayals in advertising : A quantitative study on brand attitudes among married and unmarried females." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-34495.

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Advertising plays an important role in society, since it reflect the norms and also helps create and educate social roles and values. However, advertising might not always be a true reflection of the reality, and instead might create and uphold negative cultural stereotypes. Sex-role portrayals refers to the study of how genders are portrayed within advertising and how these are characterized in relation to other characters and knowledge of how to portray the male gender is paramount for marketing practitioners. The decisions on how to do so must be based on the targeted segments and a consumer segmentation that in such a context must be given attention are married and unmarried women. In a two-step study, the purpose is to "explain the brand attitudes of married and unmarried women in advertisement with a traditional and non-traditional male portrayal" The initial first step utilized a qualitative approach consisting of a focus group with the aim to confirm or challenge previous theories of what is considered to be a traditional and non-traditional way of portraying the male gender within advertising. Emerging from this are two written advertisements, one with a traditional male and one with a non-traditional male, that are included in the subsequent step. Taking on a quantitative approach, the second step took on measures of brand attitude among married and unmarried women in a total of 205 self-completion questionnaires. The results indicated a more favorable evaluation elicited from the non-traditional male portrayal, with limited variance between the segments.

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Barry, David. "An online survey to investigate clinicians' use of, attitudes towards, and perceived competency around, outcome monitoring practices." Thesis, University of Hertfordshire, 2014. http://hdl.handle.net/2299/14704.

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In recent years, there has been an ever increasing emphasis placed on the collection and use of patient reported outcome measures (PROM) in mental health services. This emphasis stems from a culture of evidence based practice, wherein PROM are shown to improve therapeutic outcomes at the clinical level, as well as provide information for the appropriate development of services and commissioning at a national level. This study uses an online survey to explore the use of PROM by mental health staff (n=112) in various Child and Adolescent Mental Health Services across England. Attitudes toward routine outcome monitoring practices and perceived competency around PROM use were also measured. Results found that although significant numbers of staff were using PROM, the amount of data being collected falls short of policy targets. Staff’s attitudes towards the practice are shown to be ambivalent, whereas overall perceived levels of competency were reasonably good. The relationships between attitudes, competence and PROM usage are discussed and a prediction model for PROM usage is developed in light of existing psychological theory. Results showed that training played an important role in the uptake of PROM and implications for the dissemination of training programs are emphasised.

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De, Villiers Elizabeth Nicolette. "The effect of the level of fear appeal on attitude towards advertising and behavioural intention." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/21609.

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Thesis (MComm)--Stellenbosch University, 2008.
ENGLISH ABSTRACT: Fear appeals are commonly used in the advertising of social issues, such as drunken driving. In general, researchers believe that there is a positive relationship between fear and persuasion (to adapt misbehaviour). However, there are disputes amongst fear appeal researchers about the level of fear appeal to be used. Fear appeals, like other advertising appeals employed in advertising, is dependant on the traits of the target audience. The effect of fear appeals differ for different target audiences as different people fear different matters. This study tests one of the contemporary models on the working of fear appeals, namely activation theory. Young adults are the target audience of social marketing in South Africa for anti-alcohol abuse issues, such as drunken driving. The effect of fear appeals on the target audience has never been empirically investigated in South Africa although social marketers often employ fear appeals to bring about a change in behaviour. The responses of a sample of young adults in South Africa were tested by means of a quasi-experimental design based on Thayer’s activation deactivation checklist as implemented by previous fear appeal researchers. Three television advertisements that depict three levels of fear appeal (low, medium and high) were presented to three sample groups. Significant differences in the responses of the level of fear appeal were observed after statistical analyses in terms of tension arousal, energy arousal, attitude towards the advertisement and intention to engage in drunken driving. A difference in how genders react to fear appeals was also found.
AFRIKAANSE OPSOMMING: Die gebruik van vreesaanslae in die advertering van sosiale kwessies soos dronkbestuur is algemeen. Alhoewel navorsers glo dat ’n positiewe verhouding bestaan tussen vrees en oorreding (van ’n persoon om sy gedrag aan te pas), heers daar verskille oor die sterkte van die vreesaanslag wat gebruik moet word. Daar is bevind dat vreesaanslae, net soos ander aanslae wat deur die advertensiewese gebruik word, afhanklik is van die teikengehoor. Vreesaanslae se effek verskil, aangesien verskillende mense en gehore verskillende sake vrees. Hierdie studie toets een van die kontemporêre modelle van die werking van vreesaanslae. Jong volwassenes is die teikengehoor in die sosiale bemarking van anti-alkoholmisbruik kwessies soos dronkbestuur. Alhoewel sosiale bemarkers dikwels vrees aanwend om hierdie teiken gehoor se gedrag te verander, is dit nog nooit empiries in Suid-Afrika getoets nie. Die reaksies van ’n steekproef uit dié teikengehoor is getoets deur ‘n kwasieksperimentele ontwerp geskoei op Thayer se “aktivering deaktivering” kontrolelys, soos geïmplementeer deur vorige navorsing in vreesaanslae. Drie televisie advertensies wat drie vlakke van vrees (laag, medium en hoog) verteenwoordig is, aan drie eksperimentele steekproefgroepe getoon. Betekenisvolle verskille in die reaksie van die drie groepe is waargeneem ná statistiese ontledings. ’n Verskil in hoe geslagte reageer op vreesaanslae, is ook bevind.

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Nyström, Frida, and Mimmi Forsberg. "Is Sexism in Advertising really Necessary? : A quantitative study about Women's Attitudes towards Quality Attributes within the Female Fast Fashion Industry." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-83739.

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Advertising is constantly surrounding us in different shapes, meaning that companies need to stand out in order to invoke people's attention. Advertising reflects the society's current norms which means that the media and society's values affect each other (Fagerström & Nilsson, 2008). Women have for a long time been objectified and presented in stereotypical roles since sexism is a common component in advertising (Grau & Zotos, 2016). An industry that is frequently being accused of promoting an asymmetrical image of women's bodies is the fast fashion industry (Fay & Price, 1994). It is crucial in both a societal- and business perspective to take responsibility when it comes to sexism in advertising. This study aims to examine female consumers attitudes towards quality attributes in advertising within the female fast fashion industry. Given the research purpose of this thesis, the research questions are: 1) How can the quality attributes in the female fast fashion industry be used to satisfy women as customers? 2) How does quality attributes contribute to customer (dis-)satisfaction in the female fast fashion industry? A preliminary study was organized to state consumers’ different attributes of sexism to use in the questionnaire. Followed by this was the main study with Kano pair questions that included 201 respondents. The pair questions were formulated by the attributes identified in the preliminary study. This study shows how all the presented attributes (“Size zero”, “White people”, “CIS-person”, “Functional variation”, “Unrealistic ideals”, “High level of nudity”, “Erotic way”, “Sexual desire”, “Body focus”, “Behind or breasts” and “Lips or mouth”) were classified as “Reversed” which is an indication of dissatisfaction and an urge for the attribute to be the opposite. This thesis demonstrates the relationship between the quality attributes and theories regarding objectification and portrayal of women. The customers’ attitudes towards the quality attributes correlate with the consequences as results of advertising in a sexist way. Businesses within the female fast fashion industry can prioritise the customer requirements for their advertisements in all assistance measurement and estimation of customer satisfaction in order to rise above the current way of advertising and become more customer oriented and to take responsibility and participation in the development of a gender equal society.

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Mertins, Birte, and Jennifer Austermann. "Technology Acceptance Model Revised : An Investigation on the Managerial Attitudes towards Using Social Media in Innovation Processes." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35281.

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Purpose: Currently little research exists regarding the attitudes of managers towards using social media for innovation processes. The purpose of this study is to investigate the factors that influence managerial attitudes and their willingness to use social media as a tool for generating innovations. Design/methodology/approach: Based on existing literature within the technology acceptance field, a research model has been created. A deductive and quantitative research approach has been employed in order to test the hypotheses on 137 managers from international companies who use social media within their innovation processes. Findings: The results of the linear regression show that three out of six hypotheses could be accepted. Perceived usefulness and subjective norms have an impact on the managers' attitude towards social media in innovation processes. Moreover, the findings reveal that the attitude towards using social media in innovation processes influences the managerial behavior intention. Research limitations/theoretical implications: The research model of this study contributes to the already existing literature. It aims at explaining the managerial attitude towards social media integration into innovation processes, being based on the extended technology acceptance model (TAM2). Research limitations concern the model's application in different contexts for other technologies, the lack of balance of female and male respondents and the concentration on specific industries in which user-driven innovation is highly important. Future research is encouraged to take these factors into consideration. Practical implications: Companies should support their employees’ and managers’ confidence in using social media for innovation processes by reinforcing the managerial perception of social media's usefulness. Managers and employees should be encouraged by external parties to use social media for example by attending workshops and advanced training courses or visiting conferences in order to appreciate its acceptability. Originality/value: The study presents a new research model that investigates managerial attitudes towards social media integration into innovation processes based on the extended Technology Acceptance Model. The association of managerial attitudes, social media, innovation and TAM2 is novel within this field of research.

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Wärme, Erica, and Louise Olsson. "Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79709.

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Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. The purpose of this thesis was to investigate if influencers affected customers´ attitudes and purchase intentions more than online adverts, regarding energy drinks. The thesis used an experiment in order to investigate this further. Combined with previous research in this area and the data from the study’s questionnaire, a result for this thesis could be formulated. The study showed that there was no statistical significant difference of effectiveness between using an influencer or an online advert when it comes to what affects consumers attitudes and purchase intentions, regarding energy drinks.

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Larsson, Ellinor, and Lovisa Ferngren. "Is it too late now to say sorry? : A descriptive research on how brands' responses towards sexism advertisements affect consumers' attitudes." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104721.

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Background: Brands that decide to publish sexist advertisements can generate issues for the company, as well as the perception the consumer has of the brand can become negative. This as consumers form attitudes towards the brand’s delivered communication which influence the overall evaluation the consumer has towards the brand. It is therefore of importance for brands to understand how to respond to sexist advertisements that have been published in order to determine the created negative publicity, where one given approach is to apply one of the image repair strategies. Purpose: The purpose of this paper is to describe how a brand’s image repair strategy towards its sexist advertisement affects consumers’ attitudes. Methodology: This research undertook a qualitative research approach with a descriptive nature. In order to ensure that the advertisements were classified as sexist and that the image repair strategies correspond with the brand’s responses according to the public, a pre-study was conducted through five semi-structured interviews. For the main study eight semi-structured interviews were conducted with both men and women as participants within the ages of 19-56 years old. Findings: The thesis identified that consumers' attitudes were affected by the four components: correspondence between advertisement and response, authenticity in the response, clarity regarding what actions to take and pre-knowledge of the brand. These components are therefore of importance for companies to take in consideration when responding towards sexist advertisements that they have sent out. Conclusion: Regarding the image repair strategies it was found that the responses given through the strategies of denial, evasion of responsibility and reduction of offensives lacked in all detected components. Furthermore, mortification as a strategy was not perceived as negative regarding the responses, however it still lacked the components. Corrective action was the only strategy where consumers' attitudes did not become negative towards the correspondence and authenticity in the response. However, all five strategies lacked clarity regarding what actions to take.

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Hamrén, Linnéa, and Ludvigsson Svensson Rebecca. "”Jag kände bara, Nja I don’t buy it” : En kvalitativ studie om kvinnor i generation Z och deras attityd mot produktplacering inom YouTube- samarbeten." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-161145.

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Det har uppmärksammats en intensifiering av den digitala tekniken, som under senare år tilltagit mer än någonsin (Bassiouni & Hackley, 2014, s. 116). 2017 var det första året då internet utgjorde en övervägande del av alla medieinvesteringar (Larsén, 2018). I följd av internet och sociala mediers utveckling, då digitaliseringen är mer integrerad i samhället än tidigare, finns det fler möjligheter för företag att nå ut till konsumenter. Marknadsföringsverktyget influencer marketing har i takt med digitaliseringens utveckling expanderat, och omsatte 650 miljoner kronor på den svenska marknaden 2017 (Bränström, 2018). Vid användning av influencers lämnar företag över ansvaret till en extern person och företaget har således inte lika stor kontroll över den information och marknadsföring som sker. Det nya medielandskapet är därför mer oförutsägbart (Zahoor & Qureshi, 2017, s. 47). En social plattform är YouTube och är den populäraste videotjänsten för svenskar (Davidsson et al., 2018, s. 74). Influencer marketing har ökat och företag samarbetar med influencers inom YouTube där budskap om produkter sprids genom videoklipp av influencern. Fenomenet kan återkopplas till produktplacering, vilket enligt Russel och Belch (2005, s. 74) handlar om att införliva ett varumärke eller produkt i ett underhållningssammanhang och inte uttryckligen vara en annonsering. I följd marknadsföringslagen är det inte möjligt att helt undvika att nämna att det rör sig om reklam, men det är nära sammankopplat. Produktplacering har tidigare undersökts i stor utsträckning i form av TV (Van Reijmersdal et al., 2009, s. 430) men Eagle och Dahl (2015, s. 614–615) uppmanar forskare att fokusera på produktplacering inom sociala medier och i videos. Zhang och Mao (2016, s. 155) som menar att attityder mot reklamvärdet på sociala medier är ett ständigt utvecklande ämne. Studien har kvalitativt angreppssätt, för att generera en djupare förståelse för vad det är som gör att en viss produktplacering gällande betalda samarbeten på YouTube tas emot med en mer positiv attityd än andra, givet kvinnor i generation Z. Det har i samband med insamling av empiri genomförts åtta intervjuer med kvinnor i generation Z. Den analysmetod som används i studien är teoridriven tematisk analys. Analysdelen är indelad i fem olika teman; informativitet, underhållning, irritation, trovärdighet och reklamens värde vilka härstammar från Ducoffe (1996) där trovärdighet är en variabel som framkommit genom senare studier. I samband med bearbetning av insamlad empiri identifierats ett antal betydelsefulla underteman; Influencerns tydlighet, Ny information, Samarbetets anpassning till videons helhet, Influencerns engagemang, Överdrivna övertalningsförsök, Influencerns faktiska arbete, Konsumentens och influencerns egna erfarenheter, Parasocial relation,Kontinuitet samt Samarbetets produktplacering. Avslutningsvis har den aktuella studien bidragit till en djupare förståelse för kvinnor inom generation Z och deras attityder mot produktplacering inom betalda samarbeten på plattformen YouTube och vilka faktorer som påverkar kvinnornas attityder.

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Gerdman, Thomas, and Felicia Nordqvist. "An exploratory study on perceptions of personalised display ads online : A comparison of Swedish generations: Do consumers willingly surrender their privacy for the usefulness of personalised advertising?" Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35964.

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The Swedish consumers are concerned of their online privacy, while companies increasingly gather personal information with business intelligence (BI) technologies in order to customize online banner ads, among the favoured marketing techniques. Meanwhile, marketers treasure the opportunity to target individuals. The purpose of this research is to generate insights of Swedes’ experiences of intrusion of their privacy online, and their behavioural response to personalised banner advertisements. The research will also observe if there are differences depending on the consumers’ ages. Mediating factors will be regarded how they influence the online users perceived intrusiveness and usefulness of personalised ads. The study is exploratory and aims to provide extensive awareness and beliefs around a complex phenomena. It will have a qualitative approach where data collection is conducted through semi-structured, in-depth, interviews with Swedish consumers from two age groups, complemented by three expert interviews. The results show that, in comparison, elderly consumers have less knowledge of personalised advertising, as well as BI-technology, leading to higher privacy concern and perceived intrusiveness when exposed to these ads. Members of the generation Y comprehend the phenomena to a greater extent, and more easily see the usefulness presented, but are overall ambiguous. Attitudes are likely to be formed based on the experienced intrusiveness contra usefulness, but are not clearly influencing trust, loyalty of future purchasing behaviours. Generally, marketers and consumers’ views show incongruence, as marketers remain very positive to using personal information to customize ads, while consumers do not always perceive it similarly. A balance can be difficult to achieve, but a unanimous belief demand high accuracy of content and placement of the personalised ads to be perceived as useful.

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Forsell, Philip. "Gaming and School Langauge : A study of gamers’ use of a second language and attitudes towards English during online gaming and in the classroom." Thesis, Högskolan i Gävle, Avdelningen för humaniora, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-23592.

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This research paper investigates the language that is used by upper secondary students both in gaming and in school related situations. The overarching aim is to compare the language that students in upper secondary school use during online gaming and in classroom situations and how one influences the other and what attitudes students have regarding spoken English during online gaming and in the classroom. A questionnaire was used to gather information about the students’ gamer habits and how they perceive the connection between online games and second language learning. The results provided by the questionnaire showed that there is a positive attitude among the students regarding how online games can provide opportunities for expansion of a second language vocabulary. Many of the students felt that the online sphere provided a more secure and more accessible setting for learning than what their school could give them. It also showed that second language learning through online gaming is possible, but at the same that the language provided through online games has limited use in for example a school environment. Words and phrases that the students have picked up from online gaming are in many cases not useful outside of the speech community of gamers. Therefore, the conclusion that was made was that online gaming is a large part of many students’ second language learning and that many students feel that is a more accessible way to learn a second language. Therefore, a didactic implication is that it is important that teachers start to include online gaming language in their education.

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Yamashita, Kyoko, and Emma Stenson. "Sexually Objectified Male Portrayals in Fashion Advertisements : Swedish Male Adults Perspectives and Attitudes towards the male portrayals and its Effects on Brand Image." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-22007.

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Background: For decades, gender representation in advertising has occupied the attention of researchers, where especially advertising that depicts women sexually has been well examined. However, relatively few research works have investigated the sexualization and objectification of men in advertising, although it is starting to change. Research Purpose: The purpose of this research is to analyze Swedish male's perspectives of male representations in fashion advertising, specifically, sexualized, and objectified male representations and its effects on brand image. Methodology: For this study, a qualitative research method with a deductive approach was applied. The data collection was conducted through semi-structured interviews, using a topic guide based on the proposed analytical framework by Edell & Burke. 17 stimulus in the form of advertisements were chosen from internationally well-known brands as well as Swedish brands within the time frame of the last ten years, from 2013-2019. 17 semi-structured, in-depth interviews with Swedish male adults between the ages of 25-57 were conducted. Findings: The findings, in relation to RQ1, showed that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of reality”, “body focus and lack of purpose”, “lack of new-thinking” and “lack of inclusion and self-identity with brands”. The findings, in relation to RQ2 showed that the men’s negative feelings, judgements, beliefs and attitudes about and towards most of the brands and advertisements resulted in a negative or ambivalent brand image. An exception to this was the men’s positive feelings, judgements, beliefs and attitudes towards the American Eagle and Dressman which resulted in mostly a positive brand image. Conclusion: In conclusion, the findings of this thesis confirms firstly that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of of reality”, “body focus and lack of purpose”, “lack of new thinking” and “lack of inclusion and self-identity with brands”. Secondly, Swedish men’s attitudes towards sexually and objectified males in fashion advertisements resulted in a positive, negative, or alternatively, an ambivalent brand image being created, depending on the context the brand image was analyzed from. Theoretical Contributions: This thesis contributes in several ways theoretically to literature on the topic of advertising, gender stereotyping and sexualizatiom in relation to the advertising of males. Firstly, it highlights a modern phenomena which has been overlooked in previous research. Secondly, it contributes to new areas of consumer attitudes, in this case Swedish male adults, which has not previously been thoroughly investigated. Lastly, this thesis contributes with updated, descriptive as well as specific information on the phenomena and ultimately creating and generating a better understanding of the phenomena: sexualized and objectified men in fashion advertising and the effects it has on brand image.

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Bergström, Stacey Isabel, Philip Svenningsson, and Anton Thoresson. "The Era of Artificial Intelligence in Swedish Banking : Exploring Customer Attitudes Towards AI as a Substitute to Brick and Mortar Offices." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39859.

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Background: The wave of Artificial Intelligence (AI) is marching on, replacing jobs and traditional services, and is predicted to be one of the biggest marketing trends in the close future. Four of the major Swedish banks have started to implement AI as a customer service channel. Simultaneously, the Swedish banking industry is experiencing an all-time low in customer satisfaction, where one of the main reasons is the diminishing number of local branches. Purpose: The purpose of this thesis is to explore the attitudes that customers have towards AI in customer service, as a substitute to local brick and mortar offices within the Swedish bank industry, as well as uncover any significant factors that could influence these attitudes. Method: This is a qualitative study of exploratory nature where five focus groups have been used to collect empirical data. A total sample of 26 participants, ranging from 20-55 years old, have partaken in the focus groups. Conclusion: Findings show that there mainly exists a negative attitude towards AI as a substitute to brick-and-mortar offices, but positive attitudes towards it as a complement. Factors that influence the attitudes were found to be Convenience, Perceived Usefulness, Perceived Ease of Use, Trust, Risk and Social influence. Awareness and Prior Technological Experience were found to not have great influence on customer attitudes.

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Dissertations / Theses on the topic 'Attitudes towards online advertising'

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