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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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Abstract

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.

Impact and interest:

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498 since deposited on 02 Jun 2009
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ID Code: 20862
Item Type: Conference Paper
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: 03 Jun 2009 09:19
Last Modified: 29 Feb 2012 23:44

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