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dc.contributor.authorSeregin, Mikhail
dc.contributor.authorOvchar, Vadym
dc.date.accessioned2019-10-22T13:45:36Z
dc.date.available2019-10-22T13:45:36Z
dc.date.issued2019
dc.identifier.urihttp://hdl.handle.net/11250/2623781
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019nb_NO
dc.description.abstractThe 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.nb_NO
dc.language.isoengnb_NO
dc.publisherHandelshøyskolen BInb_NO
dc.subjectmarkedsføringsledelsenb_NO
dc.subjectmarketing managementnb_NO
dc.subjectstrategisknb_NO
dc.subjectstrategicnb_NO
dc.titleThe impact of demographic and personal features on attitude towards online advertising in e-commerce industriesnb_NO
dc.typeMaster thesisnb_NO


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