ATTITUDES TO ONLINE BANNER ADVERTISING ON THE &quot;VK.COM&quot; SOCIAL NETWORK AS A CHANNEL FOR PURCHASING CLOTHING

Ablamskaya, Alena

The tittle of the diploma thesis is Attitudes to online banner advertising on social network VK.com as a channel for purchasing clothing. The main objective is to examine attitudes of the registered users of Russian social network VK.com to banner advertising. Author of the diploma thesis explaines the role of online banner advertising, its main types and forms. To determine users attitudes to online banner advertising, qualitative and quantitative researches were made. The diploma thesis consists of two parts: literature overview and practical part. The first part focuses on a theoretical background; specified terms and definitions of online banner advertising were described. The practical part focuses on the detailed analysis of the online banner advertising on a chosen social network. The conditions of the placement and payment methods were examined. Practical part includes the survey and interpretation of the results. In the final chapter, based on the results of the questionnaire and the calculations, author provides the recommendations for the increase of the online banner advertising effectiveness. Author advices the social network how to avoid the banner blindness effect and to attract the attention of users.

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