Sökmotoranvändares annonsmedvetenhet och attityd mot organiskaoch betalda sökresultat : En kvantitativ studie om hur sökmotoranvändares attityd påverkas av annonsmedvetenhet

Sammanfattning: Purpose: The purpose of this study is to examine if there is a relationship between search engine users advertising awareness and attitude towards organic- and/or paid search results. Hypothesis: H1: The attitude toward Google´s paid search results is significantly more negative for search engine users who successfully identify more than 75% of Google´s paid search results on the results page compared to search engine users who successfully identified less than 75% of Google´s paid search results on the search results page. H2: The attitude toward Google´s organic search results is significantly more negative for search engine users who successfully identify more than 75% of Google´s paid search results on the search results page compared to search engine users who successfully identified less than 75% of Google´s paid search results on the search results page. Methodology: The study is based on the positivist research paradigm and has a quantitative research method and a deductive approach. The research design is a cross- sectional study and a survey has been chosen as a data collection method. The data analysis was completed using the computer program IBM SPSS. Results: The results show that there is no relationship between the search engine user´s attitude towards Google´s paid search results and the search engine user´s ad awareness, which means that the null hypothesis 1 cannot be rejected. The results also show that search engine user´s attitude towards Google´s organic search results is significantly more positive for search engine users who identified more than 75% of Google´s paid search results on the search results page as compared to search engine user´s successfully identified less than 75% of Google´s paid search results on the search results page, meaning, the null hypothesis 2 cannot be rejected. Contributions: The theoretical contribution is related to persuasion knowledge model (PKM) and shows that (1) search engine user´s activation of persuasion knowledge does not necessarily create a more negative attitude towards paid search results. (2) Search engine user´s activation of persuasion knowledge creates a more positive attitude towards organic search results. The practical contribution is given to Google and is based on the fact that (1) Google can clarify its ad disclosure without the risk of search engine users creating more negative attitude towards paid search results. (2) Google can clarify the ad disclosure, which will lead to more positive attitude towards organic search results for search engine users.