广告
在线广告
怀疑论
广告客户经理
本土广告
透视图(图形)
广告宣传
互联网
上下文广告
广告研究
社会化媒体
业务
控制(管理)
搜索广告
互联网隐私
计算机科学
万维网
认识论
哲学
人工智能
作者
Louise Kelly,Gayle Kerr,Judy Drennan
出处
期刊:QUT Business School
日期:2010-01-01
被引量:55
摘要
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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