Attityd till reklam på sociala medier och dess påverkan på köpbeteende : En jämförelsestudie mellan generation X och Z.

Date: 2022-06-01 Level: Bachelor/Master thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Naim Hamzé (95/04/18) Samuel Lidström (95/04/18) Title: Attitude towards advertising on social media and its impact on buying behavior. A comparative study between generation X and Z Supervisor: Aswo Safari Keywords: Attitude, advertisement, social media, trust, commitment, buying behavior Research questions: What are the differences between the attitude of generation X and generation Z to advertisements on social media? Purpose: The purpose of this study is to investigate the difference between generation X and Z attitudes towards advertisement on social media and how these attitudes affect their buying behavior. The study will also look at consumers' attitudes in general towards advertisement on social media. Method: A qualitative study with focus groups has been used. In total 20 respondents were interviewed in 4 different focus groups Conclusion: Generation X and Z showed positive attitudes towards advertising on social media. There were certain factors that affected some generations more than others. Positive attitude to advertising affects trust and commitment, which has a positive effect on the purchasing decision of both generations