It Is All About the Content : A Quantitative Study of Content Marketing Characteristics on Social Networking Sites

Detta är en Magister-uppsats från Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Sammanfattning: Purpose: The purpose of this paper was to extend the understanding of content marketing, content characteristics and its effects on attitudes towards the advertisement and advertising value on social networking sites. Methodology: This study had an explanatory research design with a quantitative research approach. The data used in this study was gathered through an online questionnaire. Conclusion: The results of this study shows that there is a difference between different SNS and the effects that arises from different content characteristics in SNS advertisements. Different SNS can not be treated the same, these differences need to be addressed when communicating and creating advertisements and when being present on different SNS. Implications: This study contributed to the field by providing additional information on how advertising value is affected by attitudes towards the advertisement. The results of this study also show what effect the different content characteristics have on affective and cognitive responses, and gives information regarding what type of content marketers should emphasize, depending on which of the two SNS investigated in this study they are currently operating on.

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