Advertising avoidance in the online social networking environment
Kelly, Louise, Kerr, Gayle F., & Drennan, Judy (2008) Advertising avoidance in the online social networking environment. In Australia and New Zealand Marketing Academy Conference 2008, 1-3 December 2008, University of Western Sydney, Sydney.
This exploratory study uses qualitative research methods to investigate advertising avoidvance in the online social networking environment. Focus group studies and in-depth interviews were conducted with a sample group consisting of male and female teenagers. A revised model of advertising avoidance is presented, which suggests that advertising in the online social networking environment is more likely to be avoided if the consumer has an expectation of a negative experience, if the advertising is not relevant to the consumer, if the consumer is sceptical towards the advertising message or if the consumer is sceptlical towards the advertising medium.
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|Item Type:||Conference Paper|
|Keywords:||Advertising, Avoidance, Online Social Networking, Teenagers|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2008 [please consult the authors]|
|Deposited On:||03 Jun 2009 09:19|
|Last Modified:||29 Feb 2012 23:44|
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