Online Marketing: A study of users’ attitudes in the context of Blogs and Communities

The internet as we know it took off during the early 1990s, when the World Wide Web (WWW) protocol was invented, and has since then become incorporated as the backbone of advanced economies.

The Internet has opened up new opportunities for companies to market and sell their products online. In the early days of internet marketing and still some of the more widely used methods are Pop-ups and Banners. Earlier research and academic studies have proven these methods of being perceived as irritating and more or less ignored. With this in mind, marketers have been searching to find new and alternative ways of marketing, in addition to the traditional methods. Eventually, when the trend of blogs and communities began growing, so did the companies interests towards them. Because of the new possible forms of marketing online, and due to the companies increasing effort of receiving better value regarding their advertisement budget, the purpose of this thesis is to examine if marketing on sites such as blogs and communities are more positively perceived upon among internet users..


1 Introduction
1.1 Background
1.2 Problem Discussion
1.3 Problem Statement
1.4 Purpose
1.5 Delimitations
1.6 Definitions
2 Methodology
2.1 Purpose of Research
2.2 Research Philosophy
2.3 Research Approach
2.4 Research Method
2.5 Research Strategy
2.6 Data Collection Methods
2.7 Population, Sample and Respondents of the Survey
2.7.1 Population Selection
2.7.2 Sample Selection
2.7.3 Selection of Method for Survey Spread
2.8 Analysis of Data
2.8.1 Non-response Analysis
2.8.2 Quantitative Analysis
2.9 Quality Standards
2.9.1 Validity of the Survey
3 Frame of References
3.1 Internet Marketing
3.1.1 Advantages of Internet Marketing
3.1.2 Disadvantages of Internet Marketing
3.2 Blogs
3.2.1 Blogging
3.3 Communities
3.4 Acceptance Theory
3.4.1 User’s Flow
3.5 Relationship Marketing
3.5.1 Customer Database
3.6 Consumer Perception of Online Advertisements
3.6.1 Attitude Towards the Ad
3.6.2 Attitude Towards the Site
3.6.3 Demographic Variables
3.7 Consumer Behaviour
3.8 Conceptualization
3.8.1 Conceptualization for RQ1
3.8.2 Conceptualization for RQ2
3.8.3 Conceptualization for RQ3
4 Analysis of Empirical Data
4.1 Presentation of the Communities
4.2 Coding System
4.3 Data Related to RQ1
4.3.1 Analysis of the Data Related to RQ1
4.4 Data Related to RQ2
4.4.1 Analysis of the Data Related to RQ2
4.5 Data Related to RQ3
4.5.1 Analysis of the Data Related to RQ3
5 Findings and Conclusions
5.1 RQ1: Do consumers have a greater acceptance towards advertisement on blogs and communities, compared to non-focused
web sites, and why?
5.2 RQ2: How and why is consumer’s attitude towards the advertisements affected by their degree of customization?
5.3 RQ3: Is there a difference on the perception of advertisement on blogs and communities between men and women?
6 Discussion
6.1 Thesis Critique
6.2 Implications for Theory
6.3 Implications for Practitioners
6.4 Implications for Future Research

Author: Rahavard, Farshad,Andreasson, Lars

Source: Jönköping University

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