Sökning: "Darius Lazauskas"

Hittade 2 uppsatser innehållade orden Darius Lazauskas.

1. 1. Rage, giggles and fishing for clicks : A qualitative study on how clickbaiting affects perceived online news content quality

   Magister-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Darius Lazauskas; Julia Jacka; Ingrida Kažemėkaitė; [2018]
   Nyckelord :clickbait; marketing; news; online news; clickbaiting; strategy; perceived online news content quality; fake news;

   Sammanfattning : Purpose The purpose of this study is to explore how the use of clickbait marketing strategies by online news outlets affects consumer perceptions of online news content quality.   Design/methodology/approach A qualitative, deductive, exploratory and cross-sectional method, wherein data was collected through semi-structured interviews to understand consumer perceptions of how the use of clickbait strategies affects perceived online news content quality. LÄS MER

3. 2. Marketing Overload? : Investigating the effect of antecedents of marketing avoidance on social media advertising effectiveness

   M1-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Darius Lazauskas; Sophia Vilhelmsson; Huynh Tran; [2017]
   Nyckelord :Antecedents of marketing avoidance; social media advertising effectiveness; advertising effectiveness; advertising; social media; marketing;

   Sammanfattning : Recent developments in internet technology have ushered in unprecedented change when it comes to communication. This change has also given rise to social media, which has significantly changed the way modern communication occurs (Rosengren, 2000; Evans & McKee, 2010; Tuten & Solomon, 2015). LÄS MER