Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The medium is the message, or is it?: A quantitative study of media users’ attitudes towards advertising online and offline
Karlstad University.
Karlstad University.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Mediet är budskapet, eller är det? : En kvantitativ studie gällande medieanvändares attityder gentemot reklam online och offline (Swedish)
Abstract [en]

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.

Place, publisher, year, edition, pages
2019. , p. 91
Keywords [en]
Advertising, Social media, Personalization, Media users, The medium is the message
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:kau:diva-72758OAI: oai:DiVA.org:kau-72758DiVA, id: diva2:1327509
Supervisors
Examiners
Available from: 2019-06-20 Created: 2019-06-19 Last updated: 2019-06-20Bibliographically approved

Open Access in DiVA

fulltext(2133 kB)32 downloads
File information
File name FULLTEXT01.pdfFile size 2133 kBChecksum SHA-512
15c7088813719e3b997b5282bb71396ffc619de44de4089c5c1ea7153c6332492c7ab11e58e27d3bb65559acd9393f328d75a93510aada0d7cf2b3a71903996a
Type fulltextMimetype application/pdf
Arkivfil(2133 kB)1 downloads
File information
File name FULLTEXT02.pdfFile size 2133 kBChecksum SHA-512
2e9727eede20f7dd68f28d204845fe7e8c1d00d20b5e65fa62e7ab74fc868ec12c8c7a2e137c9a292ce2330cf6a4928e3ffa11c8c723a3773b39a4b69500a2b8
Type fulltextMimetype application/pdf

By organisation
Karlstad University
Media and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 33 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 27 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf