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Alla som ogillar annonser - räck upp en hand!:  En attitydundersökning om reklam på Instagram
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is to explain user attitudes toward advertising on Instagram. Two forms of marketing communication that we chose to focus on were native advertising and promoted advertising through celebrities. The main goal was to find out which attitudes Instagram users aged 18-35 years had toward these two types of advertising. The data was collected through a quantitative survey, which was conducted digitally on Facebook. Our empirical findings showed us a result that confirmed previous research in the area - that users have negative attitudes towards any type of advertising. We identified minor demographical differences, but the main differences were in the comparison of the two types of advertising. As we analyzed the respondents’ answers through a perspective from the chosen theories, it showed us that users tend to have more positive attitudes towards promoted advertising from celebrities, and more negative attitudes towards native advertising. 

Place, publisher, year, edition, pages
2016. , 57 p.
Keyword [en]
Instagram, advertising, communication, native advertising, promoted advertising, attitudes, survey, social media, media
National Category
Humanities
Identifiers
URN: urn:nbn:se:lnu:diva-53123OAI: oai:DiVA.org:lnu-53123DiVA: diva2:934048
Subject / course
Media and Communications Science
Educational program
Media Management Programme, 180 credits
Presentation
2016-06-01, Kalmar Nyckel, Linnéuniversitetet, Kalmar, 11:00 (Swedish)
Supervisors
Examiners
Available from: 2016-06-13 Created: 2016-06-08 Last updated: 2016-06-13Bibliographically approved

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Alla som ogillar annonser - räck upp en hand!(1406 kB)110 downloads
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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