Avoidance of advertising on social networking sites : the teenage perspective

Kelly, Louise, Kerr, Gayle F., & Drennan, Judy (2010) Avoidance of advertising on social networking sites : the teenage perspective. Journal of Interactive Advertising, 10(2), pp. 16-27.

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Technology has provided consumers with the means to control and edit the information that they receive and share effectively, especially in the online environment. Although previous studies have investigated advertising avoidance in traditional media and on the Internet, there has been little investigation of advertising on social networking sites. This exploratory study examines the antecedents of advertising avoidance on online social networking sites, leading to the development of a model. The model suggests that advertising in the online social networking environment is more likely to be avoided if the user has expectations of a negative experience, the advertising is not relevant to the user, the user is skeptical toward the advertising message, or the consumer is skeptical toward the advertising medium.

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ID Code: 39425
Item Type: Journal Article
Refereed: Yes
Additional Information: This article is freely available online from the publisher's website - see "Official URL" above.
Keywords: advertising avoidance, online social networking sites, teenagers
ISSN: 1525-2019
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 American Academy of Advertising.
Deposited On: 07 Jan 2011 01:54
Last Modified: 23 Aug 2012 02:40

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