'Try hard' : Attitudes to advertising in online social networks

Kelly, Louise, Kerr, Gayle F., & Drennan, Judy (2009) 'Try hard' : Attitudes to advertising in online social networks. In Proceedings of the Australia and New Zealand Marketing Academy Conference 2009, Melbourne, Victoria.

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Advertising has recently entered many new spaces it does not fully understand. The rules that apply in traditional media do not always translate in new media environments. However, their low cost of entry and the availability of hard-to-reach target markets, such as Generation Y, make environments such as online social networking sites attractive to marketers. This paper accumulates teenage perspectives from two qualitative studies to identify attitudes towards advertising in online social network sites and develop implications for marketers seeking to advertising on social network sites.

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ID Code: 30161
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Social Networking, Advertising, New Media, Teenage Perspective
ISBN: 1863081585
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 Please consult the authors.
Deposited On: 03 Feb 2010 07:15
Last Modified: 29 Feb 2012 14:05

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