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Factors influencing advertising effectiveness and purchase intention on Instagram

Mathisen, Alexander; Stangeby, Mats Fredrick
Master thesis
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Åpne
1760137.pdf (1.561Mb)
Appendix 1.pdf (315.9Kb)
deleted_Appendix 2 - Survey.pdf (3.864Mb)
Preliminary-Thesis-Report1.pdf (819.0Kb)
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http://hdl.handle.net/11250/2487280
Utgivelsesdato
2017
Metadata
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Samlinger
  • Master of Science [1116]
Sammendrag
Instagram has emerged as an important social media and advertising platform, but

little or no research has been done to investigate how the users perceive various

Instagram advertisement. The current research relies on two studies to determine

which attributes in an ad users notice and favour. The first study is an exploratory

study utilising qualitative cognitive mapping to address the key attributes for ad

evaluation. The second study tests overall ad evaluation using conjoint analysis to

determine which attributes that has the largest positive and negative effect.

The research finds that brand (high fit, low fit and unknown), endorser (liked,

disliked and not present) and ad (native obvious) all predict ad effectiveness and

purchase intention. The results for ad effectiveness and purchase intention are

similar and the brand has the highest effect on both.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Utgiver
BI Norwegian Business School

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