Attitudes toward location-based advertising on Social Media platforms

Sammanfattning: Title: Attitudes toward location-based advertising on Social Media platforms Authors: Josefie Nyberg and Linnea Czarnecki Supervisor: Thomas Helgesson Level: Bachelor thesis, 15 hp (credits) Keywords: location-based advertising, Social Media, LBA, advertising acceptance Purpose: The purpose of this study is to determine potential differences in attitudes toward location-based advertising (LBA) between different Social Media platforms. The study also aims to examine if additional factors could be affecting the LBA acceptance on Social Media. Research question(s): • “Are there any differences in the attitudes toward location-based advertising between different Social Media platforms among millennials?” • “What kind of possible differences in attitudes toward location-based advertising between the Social Media platforms can be observed?” • “Are there any additional factors affecting the attitudes toward location-based advertising on Social Media platforms among millennials?” Theoretical Framework: Theories about Social Media usage and attitudes toward advertising in general are presented. The section continues with more specific theories about attitudes toward advertising on Social Media and location-based advertising. Methodology: Both qualitative and quantitative research methods were used. The qualitative consisted of a focus group, where four participants discussed the purposes for using Social Media. A web-based survey was conducted as the quantitative method, collecting data about millennials perception of location-based advertising on Social Media. In addition, secondary sources were collected to support the primary data. Conclusion: The result reveal that there are differences in the attitudes toward LBA between the four Social Media platforms. The total LBA acceptance was concluded in the following ranking; LinkedIn, Facebook, Snapchat and Instagram. Further, two additional factors influencing the LBA acceptance on Social Media are presented: the purpose for using the Social Media platform and the surrounding network of each individual using the platform.