• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • View Item
  •   Home
  • Handelshøyskolen BI
  • Student papers
  • Master of Science
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

The impact of demographic and personal features on attitude towards online advertising in e-commerce industries

Seregin, Mikhail; Ovchar, Vadym
Master thesis
Thumbnail
View/Open
2287403.pdf (1.496Mb)
Code.R (6.330Kb)
Data.xlsx (93.19Kb)
URI
http://hdl.handle.net/11250/2623781
Date
2019
Metadata
Show full item record
Collections
  • Master of Science [1117]
Abstract
The aim of the study is to investigate the influence of demographic factors and

customers’ personal characteristics on their attitude toward online advertising in ecommerce

industries. In the study, we significantly focused on two generational

cohorts such as Millennials and Generation X. For this purpose, we did a literature

review for online advertising in social media and factors which influence the

perception of online advertising. In order to investigate our problem, we used

multiple linear regression with dummy variables. Findings showed that such

demographic factors as age, gender, income and such personal characteristics as

reserved, lazy, sociable, attractive, and attentive person are significant and affect

customer’s attitude toward online advertising. However, factors showed different

effects in such e-commerce industries as Health & Beauty and Console & Video

Games. Thus, the results proved that the company can get the benefit from making

more online ads if the company adjust its marketing and targeting strategy to the

specificity of industry and consider these factors.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
Publisher
Handelshøyskolen BI

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit