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How to Advertise in 5 Inches or Less: A Qualitative Study Towards Mobile Advertising
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: With the adoption of smartphones, a new mean of communication emerged for businesses, calling for deep knowledge on how to leverage this profitable direct-link to consumers. However, previous literature has mainly studied the subject from a quantitative standpoint with a theoretical foundation built on traditional advertising, hence, not studying the subject on its own. It is therefore relevant to study the topic from the ground up, exploring users perspective on main factors driving their attitudes towards mobile advertising.Purpose: To explore consumer attitudes toward mobile advertising.Methodology: A qualitative exploratory study based on 4 focus groups, sampled through convenience sampling and analysed using direct content analysis.Conclusion: Findings indicate that, mobile advertising lack credibility, which drives negative attitudes and that entertainment was non-present in mobile advertising. Perceptions expressed a vast element of irritation and that informativeness depends on the relevance of ads forming the outcome of attitude. Additionally, personalization emerged as a component influencing the majority of the studied factors, and consequently suggested to be further studied as a factor on its own.

Place, publisher, year, edition, pages
2016. , 91 p.
Keyword [en]
Mobile advertising, smartphone, credibility, entertainment, informativeness, personalization, irritation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-54214OAI: oai:DiVA.org:lnu-54214DiVA: diva2:942526
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2016-06-27 Created: 2016-06-24 Last updated: 2016-06-27Bibliographically approved

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Lima Moraes de Oliveira, GustavoLundberg, ChristofferViktorsson, Fredrik
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CiteExportLink to record
Permanent link

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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
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  • Other locale
More languages
Output format
  • html
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  • asciidoc
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