Facebook: Den nya digitala plattformen för annonsering : En kvalitativ studie om konsumentens attityd till Facebook-annonsering

Background and problem discussion The new lifestyle developed by today's generation is based on an increasing digitalization and use of social media. The fundamental reason behind digitalization is that information´s availability in digital form has increased. A new form of marketing has emerged together with the increased digitalization and personalized marketing that has created new ways for companies to influence the consumer. Method and purpose The purpose of this study is therefore to investigate which key factors that consumers consider important for attractive advertising on social media. We have started from two issues in our work with the connection to factors that affect consumers but also based on the factors that make an impact on companies' work of advertising. To investigate the consumer's attitude towards Facebook Ads, we conducted 15 semi-structured interviews, distributed over three generations in the ages 18-25, 26-39, and 40 and older. The data has then been coded and analyzed which has contributed in reaching a result. Results and conclusion The results of the study showed several interesting discoveries. One factor that companies themselves can influence, and which was shown to be of great importance, is the time which the ad presented itself to the consument. The results also show that the consumer is more receptive to an advertisement in the evening as to time pressure during the day. Another factor that companies themselves can influence is the ability to create visual attention. Our results show that the image has the greatest impact to attract attention, while the message is crucial for whether the consumer pushes himself further in the ad. The brand also has a major impact on the consumer. The results show that none of the respondents could have imagined making a major purchase from a brand unknown to them. The factors that the companies themselves fail to influence, the result showed that a central factor was the consumer's personality and preferences. The study shows that there are many personal values ​​behind how you act on advertising. To streamline their advertising, companies should get to know their consumers and adapt to their preferences and behavior