Sökning: "Katalina Palma"

Hittade 2 uppsatser innehållade orden Katalina Palma.

1. 1. Native Advertising - A New Era of Online Advertising? : A qualitative study exploring consumers' attitudes

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

   Författare :Katalina Palma; Katrin Waalkens; [2016]
   Nyckelord :Native advertising; consumers’ attitudes; online advertising; Persuasion knowledge; Attitudes towards advertising model; Sponsored content;

   Sammanfattning : Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. LÄS MER

3. 2. Attitude is everything : towards social media mobile advertising

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

   Författare :Linn Fingalsson; Katalina Palma; Sindi Sheri; [2015]
   Nyckelord :Mobile advertising; Consumers’ attitudes; Social media; Entertainment; Informativeness; Credibility; Irritation; Permission-based advertising; Incentive-based advertising.;

   Sammanfattning : Purpose: To explore what are the consumers’ attitudes towards mobile advertising in a social media context. Research questions: What are the consumers’ attitudes towards entertainment, credibility, irritation and informativeness in mobile advertising? What are the consumers’ attitudes towards permission-based advertising and incentivebased advertising in mobile advertising in social media context? Theoretical framework: This study was based on theories that helped to understand what are the consumers’ attitudes towards mobile advertising, what are the attitudes towards the dimensions of mobile advertising and the types of mobile advertising. LÄS MER