| Keywords [eng] |
Interaktyvi reklama, reklama, Socialiniai tinklai, ketinimas pirkti, Intention to buy, Interactive Communication Messages, Social Media Advertising, Interactive Advertising. |
| Abstract [eng] |
Work supervisor – Doc. Elzė Rudienė The work is ready - 2023. in Vilnius Scope of work – 76 pages Number of tables at work - 16 pcs. Number of pictures in the work - 8 pcs. Number of literature and sources - 85 The main objective of the work is to examine the advertising effect of an interactive communication message on social media channels on consumer behavior and purchase intention. The master's thesis consists of four parts, which are divided into different research levels - data analysis, methodological part, exploratory research results and analysis of empirical research results. In the first part, based on scientific sources and the results of conducted research, a review of the literature is presented and the concept of online advertising, the characteristics of an interactive communication message, the impact of an interactive message on the user, an overview of interactive messages on different social networks, and the impact of sending an interactive social message on various social networks on the user are discussed. . The second part of the study, based on the literature analysis carried out in the first part, describes the research. Before conducting the research, an exploratory analysis was conducted in order to determine the frequency of use of the selected social network, and to select the product most liked by the respondents for further research. The structure of the empirical research questionnaire was also reviewed, and the research sample was calculated. The research model is based on AIDMA theoretical model. In the third part of the work, before conducting the empirical study, an analysis of the constructs was performed, and the coefficients of reliability and reality of the constructs were determined. The demographic indicator of the respondents of the questionnaire was also analyzed, as well as the results of the respondents' evaluations of A – interactive and B – normal advertising content. A total of 200 respondents answered the questionnaire. Quantitative research data was collected using the anonymous online survey website "apklausa.lt". This paper used an experimental study that presented two visual advertisements for a ski equipment product: A - interactive and B - conventional. The conducted research revealed that there is no need to create interactive advertising for such a product, as a result of which the respondents do not see the usefulness of it, because they do not think that such advertising is useful, therefore they do not think that this type of advertising is of high quality, but they assessed that the content itself is of high quality and the conclusion was reached that the content of such an advertisement instills greater trust because it looks of higher quality, and usefulness does not affect the purchase, as memorability is measured through the prism of reliability. The author of the work believes that this work can be used by the marketing and advertising community, and the obtained results can be useful for further research and business.  . |
