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Google Ads: Understanding millennials' search behavior on mobile devices

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-75731
Date January 2018
CreatorsClaesson, Jennifer, Gedda, Henrik
PublisherLinnéuniversitetet, Institutionen för marknadsföring (MF)
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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