Table of Contents
CHAPTER 1 ………………………………………………………………………………………………………………………..1
INTRODUCTION …………………………………………………………………………………………………………………1
1.1 PROBLEM FORMULATION ………………………………………………………………………………………………………….. 2
1.2 RESEARCH QUESTIONS ……………………………………………………………………………………………………………… 3
1.3 PURPOSE OF THE STUDY ……………………………………………………………………………………………………………. 3
1.4 KEY PLATFORMS …………………………………………………………………………………………………………………….. 4
1.5 THESIS STRUCTURE: …………………………………………………………………………………………………………………. 4
CHAPTER 2 ………………………………………………………………………………………………………………………..6
LITERATURE REVIEW – DESCRIPTIVE ………………………………………………………………………………………6
2.1 THE MILLENNIAL CONSUMER ……………………………………………………………………………………………………… 6
2.2 NATIVE ADVERTISING ………………………………………………………………………………………………………………. 7
2.2.1 Search Engine Advertising ……………………………………………………………………………………………… 9
2.2.2 Social Media Advertising ……………………………………………………………………………………………… 10
2.2.3 Mobile Advertising ……………………………………………………………………………………………………… 12
CHAPTER 3 ……………………………………………………………………………………………………………………… 16
LITERATURE REVIEW – EMPIRICAL ………………………………………………………………………………………. 16
3.1 EMPIRICAL EVIDENCE FOR HYPOTHESIS 1: …………………………………………………………………………………….. 20
3.2 EMPIRICAL EVIDENCE FOR HYPOTHESIS 2: …………………………………………………………………………………….. 22
3.3 EMPIRICAL EVIDENCE FOR HYPOTHESIS 3: …………………………………………………………………………………….. 24
3.4 EMPIRICAL EVIDENCE FOR HYPOTHESIS 4: …………………………………………………………………………………….. 24
3.5 A TALE OF TWO STUDIES: ………………………………………………………………………………………………………… 25
3.6 COVARIATE VARIABLES……………………………………………………………………………………………………………. 26
CHAPTER 4 ……………………………………………………………………………………………………………………… 27
DATA AND METHODOLOGY ……………………………………………………………………………………………….. 27
4.1 RESEARCH APPROACH: …………………………………………………………………………………………………………… 27
4.2 RESEARCH DESIGN: ……………………………………………………………………………………………………………….. 27
4.3 QUANTITATIVE STUDY: …………………………………………………………………………………………………………… 28
4.4 DATA COLLECTION: ……………………………………………………………………………………………………………….. 28
4.5 SURVEY CONSTRUCTION:…………………………………………………………………………………………………………. 28
4.6 SAMPLING: …………………………………………………………………………………………………………………………. 29
4.7 DATA ANALYSIS: …………………………………………………………………………………………………………………… 30
4.8 CREDIBILITY OF THE STUDY: ………………………………………………………………………………………………………. 30
4.9 CRITICISM AND ETHICAL CONSIDERATIONS: …………………………………………………………………………………… 31
CHAPTER 5 ……………………………………………………………………………………………………………………… 32
RESULTS AND DISCUSSION ………………………………………………………………………………………………… 32
5.1 RELIABILITY TEST …………………………………………………………………………………………………………………… 32
IV
5.2 DESCRIPTIVE STATISTICS ………………………………………………………………………………………………………….. 33
5.3 ANALYSIS AND INTERPRETATION OF THE RESULTS: …………………………………………………………………………… 34
5.4 HYPOTHESES TESTING: ……………………………………………………………………………………………………………. 38
5.4.1 Hypothesis 1: ……………………………………………………………………………………………………………… 38
5.4.2 Hypothesis 2: ……………………………………………………………………………………………………………… 40
5.4.3 Hypothesis 3: ……………………………………………………………………………………………………………… 42
5.4.4 Hypothesis 4: ……………………………………………………………………………………………………………… 42
CHAPTER 6 ……………………………………………………………………………………………………………………… 44
CONCLUSION & POLICY IMPLICATIONS ………………………………………………………………………………… 44
REFERENCES …………………………………………………………………………………………………………………… 48
APPENDICES …………………………………………………………………………………………………………………… 57