hh.sePublications
Change search
Refine search result
1 - 1 of 1
CiteExportLink to result list
Permanent link
Cite
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
  • html
  • text
  • asciidoc
  • rtf
Rows per page
  • 5
  • 10
  • 20
  • 50
  • 100
  • 250
Sort
  • Standard (Relevance)
  • Author A-Ö
  • Author Ö-A
  • Title A-Ö
  • Title Ö-A
  • Publication type A-Ö
  • Publication type Ö-A
  • Issued (Oldest first)
  • Issued (Newest first)
  • Created (Oldest first)
  • Created (Newest first)
  • Last updated (Oldest first)
  • Last updated (Newest first)
  • Disputation date (earliest first)
  • Disputation date (latest first)
  • Standard (Relevance)
  • Author A-Ö
  • Author Ö-A
  • Title A-Ö
  • Title Ö-A
  • Publication type A-Ö
  • Publication type Ö-A
  • Issued (Oldest first)
  • Issued (Newest first)
  • Created (Oldest first)
  • Created (Newest first)
  • Last updated (Oldest first)
  • Last updated (Newest first)
  • Disputation date (earliest first)
  • Disputation date (latest first)
Select
The maximal number of hits you can export is 250. When you want to export more records please use the Create feeds function.
  • 1.
    Fredlund, Jesper
    et al.
    Halmstad University, School of Business, Engineering and Science.
    Biedron, Timmy
    Halmstad University, School of Business, Engineering and Science.
    Is trust in SEM an intergenerational trait?: A study of sponsored links and generational attitudes towards them2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    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.

1 - 1 of 1
CiteExportLink to result list
Permanent link
Cite
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
  • html
  • text
  • asciidoc
  • rtf