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Sitt kvar, snart kan du välja din reklam: En kvalitativ studie om tittarnas attityder till valbart reklaminnehåll på webb-TV
Södertörn University, School of Communication, Media and it.
Södertörn University, School of Communication, Media and it.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Stay put, soon you may select your commercials : A qualitative study of viewers' attitudes towards selectable ad-contents on Web TV (English)
Abstract [sv]

Denna C-uppsats undersöker om tittarens attityder till marknadsföring på webb-TV kan förändras av en interaktiv tjänst som ger möjligheten att välja de reklamfilmer som ska presenteras. För att skaffa information använde vi oss av en empirisk studie som involverade fokusgruppsintervjuer med erfarna deltagare. Studien är därför baserad på respondenternas tidigare kunskap av webb-TV för att kunna jämföra dessa mot den nya experimentella implementerade tjänsten. Efter studien har vi funnit att attitydförändringar verkar har inträffat: Majoriteten av tittarna tycker att en valbar reklamtjänst skulle öka tittarupplevelsen till det bättre. Dock tycker en minoritet att valet leder till ett ytterligare moment som bedöms vara för tidskrävande.

Abstract [en]

This c-level paper examines if viewers' attitudes towards advertisement may be influenced with an optional service that makes it possible to choose on which commercials will get presented while watching Web TV. To gather information, we used an empirical study that involved focus group interviews with experienced participants. The study is therefore based on respondents' previous knowledge of online video in order to compare these against the new experimentally implemented service. After the study we have found that attitude change seems to have occurred: The majority of viewers believe that a selectable advertising service would increase the viewing experience for the better. However, a minority thinks that it could lead to an additional step for user’s choice, which can be judged to be too time-consuming.

Place, publisher, year, edition, pages
2012. , 41 p.
Keyword [en]
Web TV, Attitudes, Choice, Advertisement, Online video, Commercial, Internet, TV, Interactive
Keyword [sv]
Webb-TV, Attityder, Val, Annonser, Online video, Reklam, Internet, TV, Interaktiv
National Category
Information Systems
Identifiers
URN: urn:nbn:se:sh:diva-17092OAI: oai:DiVA.org:sh-17092DiVA: diva2:555707
Subject / course
Informatics
Uppsok
Technology
Supervisors
Examiners
Available from: 2012-09-21 Created: 2012-09-21 Last updated: 2012-09-21Bibliographically approved

Open Access in DiVA

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