Integrering och optimering vid social medieannonsering - En kvantitativ studie om landningssidans påverkan på konsumentupplevelsen från social media

Sammanfattning: Through the progression of digitization, retailers have the opportunity to interact with their consumers through more channels and touch points than before. Today, a company would like to be seen on social media and be able to communicate with its consumers and show their offerings. Retailers have less knowledge about how a transition from a social media to a channel associated with sales affect their consumers experience and how this transition is going to be created. Therefore this paper aims to investigate how the consumer experience differs due to which type of landing page consumers are being exposed to, after an ad click on the social media Instagram. The study wants to contribute with usable tools for retailers regarding how they should integrate their social media channels with their e-commerce channel. A fictional company was created with three different landing pages (start page, category page and a product page) where each page either showed a hedonistic or utilitarian product presentation. A quantitative study was collected with 281 respondents. The results showed that if a company uses a product page as landing page, both consumer feelings, associations, credibility and the time spent on the website decrease in comparison to a start or category page. The result also showed that it is better for a company to use hedonic products when advertising on social media to generate a more positive consumer experience in the ecommerce channel.