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  • 1.
    Högström, Julia
    et al.
    Halmstad University, School of Business, Engineering and Science.
    Wallin, Ellen
    Halmstad University, School of Business, Engineering and Science.
    Programmatic Advertising: A Quantitative Study of Consumer Attitudes Towards Highly Frequent Online Ads2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Because of the adaptation to technological and social changes, the advertising environment is constantly evolving and today the central part of online advertising is called Programmatic advertising. It’s an automated media buying technique that involves targeting individual consumers in real-time. However, previous research shows that high frequency is one of the most important issues within programmatic advertising and not all ads bought programmatically is in frame of a good frequency. Furthermore, theories indicate that frequency influences consumers’ attitudes towards advertising, which lead to our research question: “How does high frequency exposure affect consumers’ attitudes towards programmatic advertising?” The purpose of this research is therefore to get a deeper understanding of how highly frequent exposure of programmatic advertising affect consumers’ attitudes towards it. We found that Irritation, Invasiveness, Likeability of relevance and Recognition are terms examined in previous studies related to individually targeted advertising or frequently exposed advertising. In order to carry out an explanatory research, we measured these variables including frequency with a quantitative survey and made statistical calculations such as correlation and regression analyses to see if our hypotheses were supported. The analyses indicated average causal relationships between Frequency and Irritation as well as between Frequency and Likeability of relevance whereas the causal relationships between Frequency and the other two variables were weak. We concluded based on our study that highly frequent exposed programmatic advertising is affecting consumer attitudes both positively with relevance, and negatively causing irritation. However, the relevance that comes with programmatic advertising generates a stronger feeling of likeability than of irritation. 

  • 2.
    Wallin, Ellen
    Halmstad University, School of Business, Engineering and Science.
    How would a case study look from a feminist perspective?2016Student paper other, 5 credits / 7,5 HE creditsStudent thesis
    Abstract [en]

    The issue addressed in this article is how a feminist case study would look like. This includes that the one who does the research, the purpose of the study, the content of the study and to whom the case study contributes should have feminist perspectives in order to be a feminist study. The case studies mapped in this article are limited to case studies about leadership, education and organizations. By analysing 20 different case studies with feminist point of views, I concluded that feminist case studies often includes gender inequality issues like acceptation of gender inequalities or gender employment discrimination but some of them cover how feminism ideology in organizations operate.

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