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Rage, giggles and fishing for clicks: A qualitative study on how clickbaiting affects perceived online news content quality
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose

The purpose of this study is to explore how the use of clickbait marketing strategies by online news outlets affects consumer perceptions of online news content quality.  

Design/methodology/approach

A qualitative, deductive, exploratory and cross-sectional method, wherein data was collected through semi-structured interviews to understand consumer perceptions of how the use of clickbait strategies affects perceived online news content quality. The gathered data was then analyzed with the help of a directed content analysis supported by qualitative content analysis software Atlas.Ti.

Findings

This study found that the use of clickbait content strategies affected the perceived quality of online news content. Furthermore, it was found that there are two primary consumer groups, one of which seeks to avoid clickbait and one of which seems to engage with clickbait. Finally, several new variables were found for perceived news content quality that applied in the online space.

Research limitations/implications

The main implications of this research are that clickbait strategies should be utilized cautiously as they are often found misleading or displeasing, and may cause damage to the publisher. Furthermore, despite clickbait sometimes being entertaining, most clickbait was found to be highly context sensitive. Finally, a number of new variables were found that expanded previous understandings of perceived news quality.

This study was limited by several factors - firstly, a lack of english as a first language which may have resulted in misunderstandings. Secondly, the articles utilized were found to have several shortcomings during the research procedure. Finally, due to the qualitative nature of this study, its findings are non-generalizable.

Place, publisher, year, edition, pages
2018. , p. 75
Keywords [en]
clickbait, marketing, news, online news, clickbaiting, strategy, perceived online news content quality, fake news
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75384OAI: oai:DiVA.org:lnu-75384DiVA, id: diva2:1215476
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Presentation
2018-05-28, H1314V, Linnaeus University, P G Vejdes väg, Vaxjo, 10:00 (English)
Supervisors
Examiners
Available from: 2018-06-11 Created: 2018-06-08 Last updated: 2018-06-14Bibliographically approved

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fulltext(1888 kB)73 downloads
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Lazauskas, DariusJacka, JuliaKažemėkaitė, Ingrida
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CiteExportLink to record
Permanent link

Direct 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