Sökning: "Beetendeanpassad Marknadsföring"

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  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