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Visar resultat 1 - 5 av 186 uppsatser som matchar ovanstående sökkriterier.

1. 1. Hur upplever olika generationer beteendeanpassad marknadsföring?

   Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

   Författare :SveaFilippa Hjalmarsson; Ebba Samuelsson; [2023-11-07]
   Nyckelord :Beetendeanpassad Marknadsföring; Attityder; Ambivalens; Generational Cohort Theory; Advertising Value Model;

   Sammanfattning : Research questions: ● What are the underlying factors influencing attitudes towards behavioral marketing across different generations? ● Is it possible to identify an ambivalent attitude towards behavioral marketing across different generations and if so how is it expressed? Purpose: The purpose of the study is to investigate the reasons for the attitudes towards behavioral marketing in different generations. Furthermore, the aim of the study is to investigate whether there is an ambivalent attitude within the generations when it comes to behavioral marketing and how it shows. LÄS MER

3. 2. “VEM FAN KÖPER EN BDSM-NALLE TILL SIN DOTTER?” En kvalitativ intervjustudie om mammors attityd till barn som exponeras på Instagram

   Kandidat-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Författare :Emma Wiberg; Heidi Byrman Andersson; [2023-03-10]
   Nyckelord :Mediemoral; Sharenting; Parasociala Relationer; ABC-modellen; Barnarbete; Integritet; Influencer; Instagram; Sociala medier; Barn;

   Sammanfattning : Executive summary Over the past few decades, the digital landscape has grown and become increasingly common in our everyday lives. Not least to publish, inspire and update others about our life on social media. And for some, life also includes the role of being a mother, perhaps one who is proud to show off their children on social media. LÄS MER

4. 3. SPEGLA VERKLIGHETEN ELLER DET VACKRA, LYCKLIGA LIVET? En kvantitativ studie om medelålders kvinnors attityder till normbrytande- och stereotypisk kvinnlig klädreklam.

   Kandidat-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Författare :Ida Bolin; Lisa Johnsson; Emma Jood; [2023-03-10]
   Nyckelord :Femvertising; Stereotypical advertising; Norm-breaking advertising; Normbrytande reklam; Stereotypisk reklam; Attityd;

   Sammanfattning : Executive summary The advertising industry is growing more than ever and is thought to be one of the most influential institutions in society by some researchers. What’s even more interesting is the connection between advertising and its tremendous effects on individuals as well as society at whole. LÄS MER

5. 4. EN UNDERFÖRSTÅDD ÖVERENSKOMMELSE - En kvalitativ studie om två generationers attityder till riktad reklam ur ett integritetsperspektiv

   Kandidat-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Författare :Cecilia Kenttälä; Tilda Svensson; Saga Thieme; [2023-03-10]
   Nyckelord :Sociala medier; reklam; riktad reklam; riktad marknadsföring; integritet; attityder; generation Z; äldre generation;

   Sammanfattning : Executive summary A challenge for every digital marketing company is reaching out in the so-called “media noise”. Therefore, targeted advertising can be seen as a natural part of all social media user's everyday life. LÄS MER

7. 5. #TikTokmademebuyit : En kvalitativ studie om hur reklam på TikTok påverkar användarnas attityder, konsumentbeteende och varumärkeskännedom.

   Kandidat-uppsats, Lunds universitet/Avdelningen för ABM, digitala kulturer samt förlags- och bokmarknadskunskap

   Författare :Selma Ottosson; Sara Johansson; [2023]
   Nyckelord :TikTok; consumer behaviour; advertising; attitudes; brand awareness; user-generated content; word of mouth; algorithms; influencer marketing; infeed ads; Social Sciences;

   Sammanfattning : The following bachelor thesis aims to investigate how advertising on the social media application TikTok affects attitudes, consumer behaviour and brand awareness among their users aged 18-23 in Sweden. The ambition of the study is to contribute with research on how advertising is being recieved by TikTok's users, regarding attitudes and consumer behaviour, and establishing whether it is a successful marketing method to generate brand awareness. LÄS MER