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Retargeting på Facebook och Instagram: användarnas perspektiv
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Retargeting on Facebook and Instagram : a user perspective (English)
Abstract [sv]

Detta är en kvalitativ studie för att undersöka attityd gentemot processen för retargeting. Processen sker från att användardata samlas in med hjälp av cookies till att den bearbetas och når ut till konsumenten. Detta sker i form av annonser på sociala medieplattformar som Facebook och Instagram. För att kunna undersöka konsumentens attityder närmare utgick studien från ett teoretiskt ramverk som kallas för trekomponentsmodellen. Modellen inkluderar konsumentens kognition, affektion och beteende som tre olika typer av attityd. För att få en djupare förståelse kring attityd och konsumentbeteende är studien baserad på intervjuer. Intervjuerna genomfördes på högskolestudenter mellan åldrarna 18-29 år, som regelbundet använder Facebook och Instagram samt har en tidigare erfarenhet av retargeting. Det förekommer en kognitiv dissonans där det upplevs en oro av att dela med sig av sin användardata samtidigt som de godkänner cookiesavtal utan att läsa igenom dem, vilket visar på att attityd inte går ihop med beteende. Tillsammans med denna bakomliggande oro fanns även en uppskattning för retargeting, då detta kan leda till annonser som upplevs merrelevanta kontra massmarknadsföring. Detta skapar möjlighet att hitta nya produkter och tjänster som annars hade kunnat missats, som exempelvis ny musik.

Abstract [en]

This is a qualitative study aiming to seek a greater understanding of consumer attitude regarding retargeting. The process of retargeting occurs when user data is collected by cookies. The data is then processed and developed into retargeting advertisement on social media platforms, such as Facebook and Instagram. To analyse consumer attitude we used a theoretical framework named the Three Component Model. This model includes cognition, affection and behavioural attitude as three different types of attitude. To get a greater understanding of attitude and consumer behaviour this study were based on interviews. The interviews were delimited to university students between the age of 18-29, who all frequently use Facebook and Instagram and have been exposed to retargeting advertisement. A cognitive dissonance occured where the consumer acknowledges a perceived risc regarding data sharing, even though they tend to accept cookies agreements without reading them, which is a sign for attitude not being coherent with behaviour. Together with this concern there was also an appreciation for retargeting, because it can create advertisement which is more relevant than mass marketing. This creates an opportunity to find new products and services which otherwise could be overlooked, such as new music releases. This essay is further written in swedish.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Individual marketing, Retargeting, Cognitive attitude, Affective attitude, Behavioural attitude, Perceived risc, Social media, Facebook, Instagram, Cookies
Keywords [sv]
Individbaserad marknadsföring, Retargeting, Kognitiv attityd, Affektiv attityd, Beteendeattityd, Risk, Sociala medier, Facebook, Instagram, Cookies
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-21689OAI: oai:DiVA.org:hb-21689DiVA, id: diva2:1348342
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2019-09-09 Created: 2019-09-04 Last updated: 2019-09-09Bibliographically approved

Open Access in DiVA

VT2019KF30(572 kB)26 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
  • html
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