Vinsamlegast notið þetta auðkenni þegar þið vitnið til verksins eða tengið í það: http://hdl.handle.net/1946/32197
In today’s world, advertising is everywhere. It is in the newspapers, on the radio, television and in every corner of the internet. The market has evolved incredibly since the first published newspaper advertisement in 1650, and marketing professionals have been facing challenges for years because of the rapid development in the world of advertising. With the advent of the internet, marketers had to rethink their marketing strategies. Soon after, digital marketing became a popular marketing term, and even a hype. Many people think that traditional marketing won’t be used for much longer because of the digital era we live in. The aim of this study is to find out whether this theory is true, as well as finding what advertising method and factors that are included, are mainly responsible for consumers purchase behavior. For this thesis, two similar studies were made in 2017 and 2018 with the goal to see if any changes occurred over the year in participants’ attitude towards the two types of marketing as well as their reported purchase behavior. Both researches were quantitative studies. The first study included 163 individuals and the second study included 165 individuals. Though the studies did not include all the same individuals, the results in both indicate that advertising via traditional marketing is still an important channel as participants find digital advertising to be a less credible source. Findings reveal that if participants get recommendations from friends and family, or an easy access to a brand’s customer feedback online, credibility for the product or service highly increases. This suggests a potentially wide range of impact from advertising over digital channels. The study thus underscores the importance of increasing knowledge among marketers on how consumers react to various types and sources of digital marketing, in comparison to traditional channels.
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