Incentivizing advertisement interaction within mobile applications
McCammond, Claudia (2018)
McCammond, Claudia
Saimaan ammattikorkeakoulu
2018
Creative Commons Attribution-NonCommercial 1.0 Finland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018060111791
https://urn.fi/URN:NBN:fi:amk-2018060111791
Tiivistelmä
Marketing has infiltrated the mobile application market, using the increase in popularity and accessibility of smartphones and mobile media to reach consumers. This thesis explores the amount of interaction present between a user and application as well as determines if these users are able to identify the advertisements present within everyday app use.
An online survey is presented to Facebook users over a period of 30 days and quantitative results are analysed to draw a comparison to previous studies and theory provided by well-established data. The aim is to gauge which advertisements within mobile applications are being interacted with, and for what reasons.
The results draw some similarities to the aforementioned theory, and research questions are able to be explained. Many theories where further echoed by the results of the study, but one hypothesis in particular did not appear to be true and may require more time and closer study as the mobile marketing industry grows.
An online survey is presented to Facebook users over a period of 30 days and quantitative results are analysed to draw a comparison to previous studies and theory provided by well-established data. The aim is to gauge which advertisements within mobile applications are being interacted with, and for what reasons.
The results draw some similarities to the aforementioned theory, and research questions are able to be explained. Many theories where further echoed by the results of the study, but one hypothesis in particular did not appear to be true and may require more time and closer study as the mobile marketing industry grows.