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  • 1.
    Abrahamsson, Adam
    et al.
    Blekinge Institute of Technology.
    Secic, Kenan
    Blekinge Institute of Technology.
    Facebook och dess marknadsföring riktad mot ungdomar: En studie om ungdomars attityd mot marknadsföring på Facebook2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Abstract

    Title: A study on teenager’s attitude towards marketing on Facebook

    Authors: Adam Abrahamsson and Kenan Secic

    Supervisor: Anders Wrenne

    Department: Blekinge Institute of Technology

    Course: A bachelor thesis in business administration, FE1453

    Scope: 15 credits               

    Purpose:The aim of this study is to contribute new knowledge about how marketing on Facebook can affect teenagers, as well as what awareness and understanding there is in this target group about marketing on Facebook. We are also interested in looking at whether there are any differences between the teenagers from the perspective of critical and rational thinking.

    Method: To be able to answer our questions and fulfill our purpose, we chose to conduct a survey in four different schools, in the district of Karlskrona. The survey was carried out in the seventh and ninth classes as these are expected to have students who are 14 and 16 years old. In total, we received 169 responses, of which 86 came from the younger target group and 83 came from the older target group. We picked schools because we considered the classrooms as a suitable environment for a survey, and a place where we can gather a large number of people from our target audience in one place. Because of the lack of resources in terms of time, all four schools where from the same district.

    Conclusion: The main conclusions of this study are that 14 and 16-year-old Swedish adolescents, in Karlskrona, generally have a positive attitude toward marketing on Facebook. But we can also notice that there is a difference in attitude toward marketing on Facebook between 14 and 16-year-olds depending on what kind of marketing it is. We believe that this difference may be because the age groups are at different stages of cognitive development and therefore are at different stages in their rational and critical thinking. 

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