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IKEA’s online content marketing - Attitudes and purchase intentions of generation Y
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.ORCID iD: 0000-0002-6633-632X
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2015 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

It is estimated that consumers are exposed to approximately 5000 advertising messages per day (Story, 2007), resulting in advertising clutter (Elliott & Speck, 1998). This advertising clutter results in organisations not being able to communicate easily with consumers. Pralahad and Ramaswamy (2004) describe the emergence of consumers who are more informed, empowered, connected as well as active in searching and using information. Consequently, consumers try to avoid advertising and instead seek valuable information for decision­-making.

With the advancements in web technology and social media, increasing alternatives exist for consumers in their search for this valuable information. Valuable information is described by Jefferson and Tanton (2013) as relevant, useful, informative or entertaining. Research indicates consumers increasingly demand valuable information rather than traditional advertising (Larsson, 2013), and one way to access valuable information is through online content marketing.

The use of content marketing has increased by companies (Lieb, 2011). Pulizzi (2014) defines content marketing as “the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action” (p5). While this is not the only definition, central to the various definitions are the concepts of creating and distributing valuable content in order to attract and acquire a defined target audience and drive customer action (Pulizzi, 2014; Content Marketing Institute, 2014; Jefferson & Tanton, 2013).

 

Limited academic research has been undertaken on attitudes toward online content marketing. In this study, use was made of the attitude-toward-the-website construct to understand this phenomenon, thus focusing on the extent to which specific content marketing is entertaining, informative and its organisation. The segment that spends most time online and uses multiple types of media is Generation Y and the Boston Consulting Group (2014) argue that they represent the consumer market of the future, since this generation’s usage of e-commerce will grow along with the increase of their income (Smith, 2012). It is therefore of interest for companies to recognise what type of content marketing that appeals to this target audience in order to stay attractive.

The purpose of this research was to investigate Generation Y’s attitudes toward IKEA Sweden’s online content marketing and to investigate any potential effect on purchase intention.

In order to meet the research purpose, a quantitative method was applied. The survey investigated the respondent’s awareness of IKEA’s online platforms and attitudes towards IKEA’s online content marketing and their purchase intentions. Non-probability sampling was employed in order to reach the desired target group.

High levels of awareness of IKEA’s online content marketing were identified. The main purposes for visiting IKEA’s online content marketing was to get inspired, collect price details and information. The overall attitude was positive, and most favourable to the structure of the online content marketing. The informative nature of online content marketing together with its entertaining nature and structure of the content all contribute to the positive attitudes among this group. These positive attitudes were reflected in stated purchase intention of the respondents, indicating that the online content marketing was able to drive consumer action (as suggested in the earlier definition).

Women also had more positive attitudes towards the informative and entertainment nature of online content marketing. Consequently, it is suggested that IKEA focus on attracting women to this media due to the correlation with purchase intention.

Place, publisher, year, edition, pages
2015.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-29005OAI: oai:DiVA.org:hj-29005DiVA, id: diva2:893262
Conference
European Media Management Association 2015, emma, Hamburg, Germany, 28-30 May, 2015.
Available from: 2016-01-12 Created: 2016-01-12 Last updated: 2017-12-07Bibliographically approved

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Berndt, AdeleFeng, Songming

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CiteExportLink to record
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