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Attitudes of Swedes towards online advertising
University West, Department of Economics and IT, Division of Business Administration.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis describes the attitudes of Swedes towards online advertising. First of all, from the theory, it was found that people’s attitudes can be influenced by the demographics, internet experience and their personal factors. And the reasons that online display advertisements can engage people to watch can be summarized as the factors that can influence people’s attitudes and the attributes that online advertisements own. In this thesis, qualitative is the research method, and a semi-structured interview was presented to ten people to get the answers of the research question. By analyzing the secondary data from the books and articles and primary data collected by interviews, it was found that most of people show negative attitudes on online advertising, but when asking for some specific attitudes, it can be seen that most people show the neutral attitudes. And after analyzing the empirical findings, it was found that demographic factors, personal factors and internet experience may have some impact on attitudes toward online advertising, especially for the internet experience. This thesis shows the possibility of the influential of three factors to online display advertising, a further research can be done based on the research.

Place, publisher, year, edition, pages
2015. , 39 p.
Keyword [en]
Online display advertising, attitudes, personal factors, internet experience
National Category
Business Administration
URN: urn:nbn:se:hv:diva-8409Local ID: EXC504OAI: diva2:859698
Subject / course
Business administration
Available from: 2015-10-08 Created: 2015-10-08 Last updated: 2015-12-01Bibliographically approved

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