Is trust in SEM an intergenerational trait? : A study of sponsored links and generational attitudes towards them

Sammanfattning: Title: Is trust in SEM an intergenerational trait? Date: 2018-05-22 Level: Bachelor Thesis in International Marketing Author: Jesper Fredlund 930427 & Timmy Biedron 961128 Supervisor: Henrietta Nilson Problem formulation: How do age correlate with trust and attitude towards SEM on Google in Sweden? Purpose: The purpose of this study is to see if the Swedish Digital Natives are more likely to be trusting search engine marketing, as opposed to the older generations of Digital Immigrants, and by doing this gaining a better understanding of the attitudes towards search engines and search enginemarketing in Sweden. Theoretical framework: The theoretical framework of this paper consists of theories about BannerBlindness, Text Blindness, EHS Theory, Search Engine Marketing, Sponsored Links, Organic Links,Generations. Methodology: This is a quantitative study with 429 respondents in an online survey. It contains Swedish users of search engines divided into groups of those born before 1980 and those born after. Empirical findings: Our study found out that Digital Natives are slightly more likely to favour Search Engine Marketing than Digital Immigrants are. Conclusion: No matter the target of your Search Engine Marketing campaign you should approach itcautiously, since both Digital Natives and Digital Immigrants have been shown to hold a negative bias against these campaigns over organic links. Keywords: SEM, SEA, Search Engines, Search Behaviour, Organic links, Sponsored links.