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.

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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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529 since deposited on 02 Jun 2009
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ID Code: 20862
Item Type: Conference Paper
Refereed: No
Additional URLs:
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: 02 Jun 2009 23:19
Last Modified: 29 Feb 2012 13:44

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