Authors: Joakim Bengtsson och Linus Kristiansson
Supervisor: Joachim Timlon
Examiner: Bertil Hultén
Course: Degree Project in Marketing, The Business Administration and Economics Program, 30 credits, School of Business and Economics, Linnaeus University Kalmar, 4FE63E, Spring 2016
Report title: Click with the consumer - A quantitative study of how advertisement content and trust in the advertiser affect Swedish consumer’s attitudes towards corporate advertisements on social media
Research question: How do advertisement content and trust in the advertiser affect Swedish consumer’s attitudes towards corporate advertisements on social media?
Purpose: The main purpose of this degree project is to explain and analyze how advertisement content and trust in the advertiser affect Swedish consumer’s attitudes towards corporate advertisements on social media. The subsidiary purpose of the degree project is to be indicative in creating a basis for decision making for corporations adverting on the social media by providing recommendations.
Method: In this degree project, a deductive strategy and a quantitative research method were applied. Furthermore the data collection was conducted through surveys in paper and digital form.
Results and conclusions: We have concluded that informative and emotional content have a positive impact on Swedish consumer’s attitudes towards corporate advertisements on social media. Trust in the advertiser however has no significant impact on Swedish consumer’s attitudes towards corporate advertisements on social media in this degree project.
Theoretical and practical contribution: The degree project’s theoretical contribution is explaining how advertisement content and trust in the advertiser affect Swedish consumer’s attitudes towards corporate advertisements on social media. The practical contribution of the degree project is that it provides practical implications that can be indicative in decision making for corporations adverting on the social media.
Keywords: Swedish consumers, attitudes, social media, advertisements, advertisement content, trust in the advertiser.