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Reklam i din bästa vän?: en jämförelse av uppfattningar av reklam genom E-mail respektive SMS
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Ads in your best friend? : a comparison between perceptions of advertisement through E-mail and SMS (English)
Abstract [en]

The work with this paper began with a belief that the permission aspect plays acrucial part when it comes to consumers perceptions of marketing through E-mailand SMS - especially when it comes to advertising that is received through a devicethat the consumer has a strong personal relationship with. The questions to beinvestigated was: "How do users of computers and mobile phones feel aboutadvertisement received through E-mail and SMS?" and "In what way does the usersrelationship to the computer or mobile phone affect how they feel about theadvertisement?". The study was based on a questionnaire as well as an analysis of theresponses in combination with previous research on the subject.

The results showed that the majority of the respondents from this papers surveywere found to have a negative attitude toward advertisement through both E-mail andSMS. However, the respondents turned out to have a slightly higher tolerance foradvertisement through E-mail than towards advertisement through SMS. The resultsalso showed that the respondents seemed to have different relationships with theirmobile phones than with their computers, but the relationship itself did not seem toaffect the users perception of advertisement through these means of communication.

Place, publisher, year, edition, pages
2012. , 52 p.
Keyword [en]
Marketing, consumers, E-mail, SMS, perceptions, relationships
Keyword [sv]
Marknadsföring, konsumenter, E-mail, SMS, uppfattningar, relationer
National Category
Business Administration
URN: urn:nbn:se:hgo:diva-1560OAI: diva2:549648
Subject / course
Business Administration
Educational program
Programme of Graduate Business Administration
Social and Behavioural Science, Law
Available from: 2012-09-05 Created: 2012-09-05 Last updated: 2013-07-01Bibliographically approved

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Larsson, Josefin
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