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Understanding different attitudes towards advertising on Instagram and Facebook

Haukeberg, Cecilie Strøm; Klyve, Anniken
Master thesis
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URI
http://hdl.handle.net/11250/2621279
Date
2019
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  • Master of Science [1823]
Abstract
The concept of attitude towards advertising has been widely tested. However, the

concept lacks work regarding social media. The present study, therefore, provides

important new insight regarding a topic that is both important for academics and

managers. As consumers are bombarded with thousands of advertisements every

day and the use of digital marketing is constantly increasing, social media appear

to be where managers are investing their money. We, therefore, want to provide

insight and guidelines as to what aspects of advertisements managers should focus

on and which platform is best suited to achieve the aspired attitudes.

Through an online study with 246 respondents, the current paper finds clear

evidence that Instagram is perceived more positively than Facebook and that

informativeness has the biggest impact on attitude towards advertising on a social

media platform. However, in contrast to previous studies, this study does not find

evidence that entertainment has a significant impact on attitudes. The advice is,

therefore, to focus on timely and relevant advertising to make the messages more

informative.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
Publisher
Handelshøyskolen BI

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