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Student’s Website Usage: -Today’s students, tomorrows consumer.
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose

The purpose of this thesis is, looking from a consumer’s perspective, to investigate the influences of students website selection

Background

Today’s students are a new generation of consumers. They have been brought up with digi-tal media and have different attitudes towards marketing than their parents. Most market management theories were created before the digital revolution. Students are tomorrow’s high income consumers. It is valuable for companies to understand how these consumers orientate themselves on the internet and how to best reach them.

Method

An exploratory/explanatory deductive study to map what websites students use, how the websites are found and why they are used was conducted. The empirical findings were col-lected through group interviews.

Conclusion

Students have a very habitual behavior on the internet. They use some of the internet’s largest brands. Each website offers a niche and specialized service, presented in a simple and interactive manner. Students choose one website for each specific service. As the in-ternet is large with a lot of information they have a cluster of chore websites visited on a regular basis. From that base, students use friends and search engines to navigate them-selves to the destinations of their choice. Advertisement offer more trust than enticement to actually visit the sites.

Place, publisher, year, edition, pages
2011. , 39 p.
Keyword [en]
Net Generation, Internet, marketing online, online branding, student, website selection
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-15020OAI: oai:DiVA.org:hj-15020DiVA: diva2:417363
Subject / course
IHH, Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-02-21 Created: 2011-05-16 Last updated: 2012-02-21Bibliographically approved

Open Access in DiVA

fulltext(929 kB)1444 downloads
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File name FULLTEXT01.pdfFile size 929 kBChecksum SHA-512
e5de188d684dcb48147159f235c9ea4e80576f06c05de9cb41feabf5785b4d51f071fabe0aeb9c0c6fe1479995cee7a7c1d63a377d55a2ed91c4b1afa3f1c64d
Type fulltextMimetype application/pdf

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JIBS, EMM (Entrepreneurship, Marketing, Management)
Business Administration

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf