Det vilseledande i det dolda : En kvalitativ studie om småbarnsföräldrars upplevelser gentemotdold marknadsföring vid köp av barnkläder

Sammanfattning: Purpose: The purpose is to create an understanding of parents of young children's attitudes to hidden marketing when buying children's clothing and to investigate how parents of young children experience the design of product presentations in hidden marketing. Theoretical reference frame: The theoretical framework of this study is based on different theories and concepts that concern the field of study. Those theories are: Theory of planned behavior, Word-of-Mouth and Electronic-Word-of-Mouth, Attitude toward advertising and Trust to companies on social media. Methodology: The study uses a qualitative method which is based on 15 semi-structured video interviews. The informants have been selected using a non-probability sample. All interviews were conducted by FaceTime and Skype. Conclusion: The conclusion clearly showed that there are three different attitudes to hidden marketing, positive, negative and impartial. Informants with a negative attitude proved to bemore critical of the sources, while the informants with a positive attitude spread positiveword of mouth by recommending products to their acquaintances. The impartial group findsit difficult to trust the various marketing techniques.