hh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
  • html
  • text
  • asciidoc
  • rtf
Digital marketing: Online advertising tricks and consumer irritation
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effects of this form of advertising. The aim of this study is to identify and explain the main forms of social media advertising, acquire an understanding of the reasons behind the labeling, by the users, of these advertising techniques as irritating, as also, rank the tricks based on the irritation levels effectuated by them to the users. As a result the paper will provide a concentrated guide of social media advertising techniques, with positive and negative aspects of each type of trick and distinguish those tricks that effectuate the most consequential effects. To achieve this goal, a questionnaire was conducted and aimed to a demographic representing the majority of social media users and as a derivate the users that most frequently encounter social media advertising tricks. The results indicated an inclination towards advertisement that make use of celebrity personalities. The reasons and motivations that lead to this eventuality can be due to contempt, appreciation or practical post characteristics. 

Place, publisher, year, edition, pages
2016. , 80 p.
Keyword [en]
Social media; online advertising; consumer irritation; advertisement tricks; celebrity endorsement; hashtags.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hh:diva-31317OAI: oai:DiVA.org:hh-31317DiVA: diva2:941020
Subject / course
International Marketing
Presentation
, Kristian IV:s väg 3, 301 18, Halmstad (English)
Supervisors
Examiners
Available from: 2016-06-22 Created: 2016-06-21 Last updated: 2016-06-22Bibliographically approved

Open Access in DiVA

fulltext(11902 kB)338 downloads
File information
File name FULLTEXT02.pdfFile size 11902 kBChecksum SHA-512
3a951831df28819c373696b0270d49338645f509599b02563cbace0fad9ab07793c4b5198ffb4650d72791471e4f395dafd4af0d1df6ff6269888ea3c686fd23
Type fulltextMimetype application/pdf

By organisation
School of Business, Engineering and Science
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 338 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 790 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • 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
  • html
  • text
  • asciidoc
  • rtf