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Attitudes toward location-based advertising on Social Media platforms
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Attitudes toward location-based advertising on Social Media platforms

Authors: Josefie Nyberg and Linnea Czarnecki

Supervisor: Thomas Helgesson

Level: Bachelor thesis, 15 hp (credits)

Keywords: location-based advertising, Social Media, LBA, advertising acceptance

Purpose: The purpose of this study is to determine potential differences in attitudes toward

location-based advertising (LBA) between different Social Media platforms. The study also

aims to examine if additional factors could be affecting the LBA acceptance on Social Media.

Research question(s):

• “Are there any differences in the attitudes toward location-based advertising between

different Social Media platforms among millennials?”

• “What kind of possible differences in attitudes toward location-based advertising

between the Social Media platforms can be observed?”

• “Are there any additional factors affecting the attitudes toward location-based

advertising on Social Media platforms among millennials?”

Theoretical Framework: Theories about Social Media usage and attitudes toward

advertising in general are presented. The section continues with more specific theories about

attitudes toward advertising on Social Media and location-based advertising.

Methodology: Both qualitative and quantitative research methods were used. The qualitative

consisted of a focus group, where four participants discussed the purposes for using Social

Media. A web-based survey was conducted as the quantitative method, collecting data about

millennials perception of location-based advertising on Social Media. In addition, secondary

sources were collected to support the primary data.

Conclusion: The result reveal that there are differences in the attitudes toward LBA between

the four Social Media platforms. The total LBA acceptance was concluded in the following

ranking; LinkedIn, Facebook, Snapchat and Instagram. Further, two additional factors

influencing the LBA acceptance on Social Media are presented: the purpose for using the

Social Media platform and the surrounding network of each individual using the platform.

Place, publisher, year, edition, pages
2017.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hh:diva-33983OAI: oai:DiVA.org:hh-33983DiVA: diva2:1105913
Subject / course
International Marketing
Supervisors
Examiners
Available from: 2017-06-16 Created: 2017-06-05 Last updated: 2017-06-16Bibliographically approved

Open Access in DiVA

fulltext(1499 kB)19 downloads
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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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