An exploration of advertising engagement, advertising avoidance and privacy concerns on social networking sites

Kelly, Louise Michelle Virginia (2014) An exploration of advertising engagement, advertising avoidance and privacy concerns on social networking sites. PhD by Publication, Queensland University of Technology.


This thesis examines perceptions of advertising on social networking sites (SNS), in particular consumers' privacy concerns, advertising engagement and advertising avoidance. It contributes to the understanding of social media by providing results of a longitudinal investigation of consumer perceptions of advertising, a topography of engagement and avoidance triggers and a three dimensional model of advertising avoidance on SNS. This research used a mixed methodology, employing Critical Incident Technique, In-depth interviews and online surveys.

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457 since deposited on 09 Feb 2015
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ID Code: 79114
Item Type: QUT Thesis (PhD by Publication)
Supervisor: Kerr, Gayle & Drennan, Judy
Keywords: advertising, avoidance, engagement, online social networking, privacy concerns, Facebook
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 09 Feb 2015 06:25
Last Modified: 08 Sep 2015 06:50

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