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It Is All About the Content: A Quantitative Study of Content Marketing Characteristics on Social Networking Sites
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 paper was to extend the understanding of content marketing, content characteristics and its effects on attitudes towards the advertisement and advertising value on social networking sites.

Methodology: This study had an explanatory research design with a quantitative research approach. The data used in this study was gathered through an online questionnaire.

Conclusion: The results of this study shows that there is a difference between different SNS and the effects that arises from different content characteristics in SNS advertisements. Different SNS can not be treated the same, these differences need to be addressed when communicating and creating advertisements and when being present on different SNS.

Implications: This study contributed to the field by providing additional information on how advertising value is affected by attitudes towards the advertisement. The results of this study also show what effect the different content characteristics have on affective and cognitive responses, and gives information regarding what type of content marketers should emphasize, depending on which of the two SNS investigated in this study they are currently operating on.

Place, publisher, year, edition, pages
2018. , p. 67
Keywords [en]
Marketing communication, content marketing, content characteristics, entertainment, information, credibility, attitudes, attitudes towards the advertisement, advertising value, social networking sites (SNS)
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76348OAI: oai:DiVA.org:lnu-76348DiVA, id: diva2:1222981
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2018-06-25 Created: 2018-06-24 Last updated: 2018-06-25Bibliographically approved

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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