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”Klicka” ”Gilla” ”Dela” En studie om användares uppfattningar, attityder samt beteende till anpassade annonser i nyhetsflödet på Facebook
University of Borås, Swedish School of Library and Information Science.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
”Click” ”Like” ”Share” A study on users beliefs, attitudes and behaviour towards personalised adverts placed on Facebook’s newsfeed (English)
Abstract [en]

This thesis is a study of Facebook users’ beliefs attitudes and behaviour towards personalised adverts on the site, using Wang & Suns theory about the relationship between beliefs and attitude toward online advertising (ATOA) and the connection between attitude and behaviour. The result, based on qualitative research and interviews, will introduce a deeper understanding and interpretation of users’ beliefs, attitudes and behaviour toward personalised adverts. The result showed that people perceive the site’s personal adverts as intrusive and interfering with their personal space and the purpose of the site. Users also have a slightly more positive attitude towards adverts which were recommended or “liked” by a friends. Furthermore, the result shows that users negative attitude towards the ad also affects their behaviour and interaction with the ads.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2014.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid institutionen Biblioteks- och informationsvetenskap, ISSN 1654-0247 ; 2013:5
Keywords [en]
sociala medier, anpassad annonsering, Facebook
Keywords [sv]
attityd, mottaggarperspektiv
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-17550Local ID: 2320/13403OAI: oai:DiVA.org:hb-17550DiVA, id: diva2:1309459
Note
Program: Magisterutbildning i strategisk information och kommunikationAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • nn-NB
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Output format
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