The Change in Media Consumption: Exploring the Effects of Consumers’ Media Consumption

Bente Fiksdal

Student thesis: Master thesis


The purpose of this master’s thesis is to explore the changes in media consumption, by concentrating on Norwegian consumers’ premises of watching television. The online sphere has become a huge part of our daily life compared to what it did before. And the marked for consuming television is becoming greater, ultimately causing potential problems due to our new normal life.
The theoretical framework of this master’s thesis is based on explaining three separate parts of the theory: traditional marketing, new media and the buying decision-making process. Through exploring the mass media, television, then viral marketing and focusing on the second stage of the buying decision-making process, a better understanding is ensured in order to conduct further research.
Methods of data collection consisted of a qualitative research, by first conducting two focus groups of Norwegian respondents, in order to collect subjective meanings and thoughts concerning their media consumption. Secondly, five in-depth interviews with experts within the field of marketing in Copenhagen is conducted to gain knowledge and inspiration on the topics discussed above.
The results from the research uncover that changes in media consumption occur in today’s society. Revealing that linear television is decreasing in its popularity, due to DVR features such as prerecording television shows, and fast-forwarding commercials. The emergence of digital gadgets such as smartphones and personal computers are perceived as our primary screen, demanding our attention away from the television screen. These tendencies might threaten the effect of television commercials. Marketers should restore negativity towards commercials through better quality and engagement, in order to be appreciated by consumers. Viral marketing should be a consequence of marketing strategy and not the strategy, because of its compelling nature, and challenging ability to be measured. However, a viral marketing technique such as electronic word of mouth is an effective source for personal information about cars. The male gender appeared to have a considerable effect on the influential rate on the respondents, as they might be perceived as aspirational, due to a hypothetically linking effect between men and high knowledge of cars

EducationsCand.merc. Marketing Communications Management, (Graduate Programme) Final Thesis
Publication date2016
Number of pages132