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Google Ads: Understanding millennials' search behavior on mobile devices
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 understand millennials search behavior on mobile devices.

Research Questions: How do millennials value organic and sponsored search results on mobile devices? What are the Web advertising variables that affect millennials attitudes towards sponsored search ads on mobile devices?

Methodology: Data was collected from 103 Swedish millennials through an experiment and survey.

Conclusion: The findings of this research supports the variables of entertainment and incentives to have a positive association with millennials attitudes towards mobile search ads while irritation, informativeness and credibility were only partially supported when testing independently with attitudes. An overall negative attitude could be seen toward sponsored links when participants motivated their action to click. Moreover, the results illustrated a higher attitude value towards mobile search ads to reflect an increased click behavior on sponsored search results. 

Place, publisher, year, edition, pages
2018. , p. 71
Keywords [en]
Marketing Communication, Search Engine Marketing, Sponsored Search Results, Organic Search Results, Attitudes
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75731OAI: oai:DiVA.org:lnu-75731DiVA, id: diva2:1217379
Subject / course
Business Administration - Other
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2018-08-06 Created: 2018-06-13 Last updated: 2018-08-06Bibliographically approved

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Master Thesis(1019 kB)12 downloads
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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