Sökning: "ad-context congruency"

Hittade 1 uppsats innehållade orden ad-context congruency.

  1. 1. The Commercial Chameleons on Social Network Sites - How native advertising affects ad and brand attitude among social network site users

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Julie Rosenthal Brydolf; Caroline Söderberg; [2014]
    Nyckelord :social network sites; ad-context congruency; native advertising; task orientation; consumer attitude;

    Sammanfattning : With the increased volume of commercial content online most social network sites have adopted so-called "native" advertising on their websites to convey marketing messages more subtly. As an increased share of advertising budgets is spent on this form of advertising this essay aims to examine its effects on ad attitude and brand attitude among social network site users. LÄS MER