Date: 2022-06-01 Level: Bachelor/Master thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Naim Hamzé (95/04/18) Samuel Lidström (95/04/18) Title: Attitude towards advertising on social media and its impact on buying behavior. A comparative study between generation X and Z Supervisor: Aswo Safari Keywords: Attitude, advertisement, social media, trust, commitment, buying behavior Research questions: What are the differences between the attitude of generation X and generation Z to advertisements on social media? Purpose: The purpose of this study is to investigate the difference between generation X and Z attitudes towards advertisement on social media and how these attitudes affect their buying behavior. The study will also look at consumers' attitudes in general towards advertisement on social media. Method: A qualitative study with focus groups has been used. In total 20 respondents were interviewed in 4 different focus groups Conclusion: Generation X and Z showed positive attitudes towards advertising on social media. There were certain factors that affected some generations more than others. Positive attitude to advertising affects trust and commitment, which has a positive effect on the purchasing decision of both generations.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-58382 |
| Date | January 2022 |
| Creators | Hamzé, Naim, Lidström, Samuel |
| Publisher | Mälardalens universitet, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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