Avoidance of Advertising in Social Networking Sites

Kelly, Louise; Kerr, Gayle; Drennan, Judy

doi:10.1080/15252019.2010.10722167

Cited by 374 publications

(273 citation statements)

References 18 publications

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“…Collectively all these studies investigated advertising ineffectiveness in the general Internet environment. Kelly, Kerr, and Drennan (2010) examined instead the predictors of advertising avoidance on a specific online platform, social networking sites (SNSs). What they found to be major factors of advertising avoidance in such an environment were perception of message relevance and skepticism of SNSs as a credible advertising medium.…”

Section: Consumers' Low Attention To Online Advertisingmentioning

confidence: 99%

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Consumer Response to Ads in Social Network Sites: An Exploration into the Role of Ad Location and Path

Bang

Lee

2016

Journal of Current Issues & Research in Advertising

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Supervisor: Wei-Na Lee Past research repeatedly suggests consumer's defensive response to persuasive attempts is a key challenge for advertisers. Given the explosive growth of social media, this study aims to understand if consumer response to ads placed in a social network site could be influenced by ad location and the path through which the ad is delivered.Findings from an experiment suggest that consumers' attention to ads in SNSs is remarkably low. Furthermore, the interaction between ad location and the path significantly influences consumers' attitudes toward the ad, attitudes toward the brand, and purchase intention. Specifically, it appears that an ad placed inside users' timeline and sent through via known others, the indirect path, yielded favorable consumer response. On the other hand, consumers responded more favorably to an ad sent by the advertiser, the direct path, than that sent by known others if the ad is placed outside users' timeline. Implications and suggestions for future research are provided.vii

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Section: Consumers' Low Attention To Online Advertisingmentioning

confidence: 99%

“…Most research on SNS ads has indicated that consumers perceive them to be annoying, irritating, and not credible (IDC, 2008;Kelly, Kerr, and Drennan , 2010). The CTR for SNS ads has been much less than CTR from general online ads (Webtrends, 2011).…”

Section: Chapter 3: Framework and Research Hypothesesmentioning

confidence: 99%

Consumer Response to Ads in Social Network Sites: An Exploration into the Role of Ad Location and Path

Bang

Lee

2016

Journal of Current Issues & Research in Advertising

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“…Num estudo sobre as atitudes dos consumidores em relação à publicidade online, Kelly et al (2010) listam uma série de trabalhos desenvolvidos evidenciando os motivos que levam à "avoidance of advertising", entre eles: a falta de confiança e credibilidade das mensagens; a percepção de que a publicidade encarece os produtos e apresenta os mesmos de forma enganosa; a inutilidade das mensagens publicitárias e o crescente cepticismo em torno das mesmas resultantes de experiências negativas anteriores com o consumo do produto.…”

Section: Comunicação Integrada Em Redes Sociais Digitaisunclassified

Formatos da publicidade digital: sistematização e desambiguação

Sebastião

2011

revistacomsoc

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Resumo:Com o presente artigo, a investigadora pretende apresentar uma sistematização dos formatos publicitários em ambiente digital. Adicionalmente argumenta que o patrocínio, o product placement, os referrals e o user generated content são técnicas de comunicação integrada e não técnicas publicitárias. Finalmente, sublinha-se a necessidade de adaptação das mensagens ao meio digital e aos desejos dos utilizadores da web, ao invés de se optar pela transposição das mensagens transmitidas offline para o online.Palavras-chave: publicidade, formatos, digital, comunicação integrada. IntroduçãoNo século XXI, as alterações no mercado publicitário têm sido provocadas pela crise económica; pela alteração dos modelos de negócio resultante da concentração dos órgãos de comunicação social; por uma maior fragmentação e envolvimento das audiên-cias; pelas inovações tecnológicas associadas a um maior número de canais televisivos e ao aumento da utilização da internet/web 1 enquanto meio e suporte de produção, transmissão, partilha e arquivo de informação (Livingstone, 2004; entre outros).Estas alterações conduzem-nos a um novo paradigma de comunicação e negócio promocional. Se entre 1950 e 1995, o foco era a criação de uma marca para o consumidor, sendo desenvolvido um modelo unidireccional de comunicação: da marca para o consumidor; entre 1995 e 2002, o modelo tornou-se bidireccional com a marca a comunicar com o consumidor. Contudo, rapidamente o paradigma se tornou multidireccional com o crescimento do envolvimento do consumidor, que actualmente se traduz na produção de conteúdos para as marcas: o user-generated content.

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“…Thus, the adoption of a SNS strategy depends on understanding the consumers' behaviour on these platforms, namely their attitude toward ads and brand posts. Although previous studies have investigated advertising avoidance in traditional media and on the internet there has been little research on advertising on SNS (Hodis et al, 2015;Kelly et al, 2010;Yaakop et al, 2013, Zeng et al, 2010. Therefore, this paper aims to contribute to the understanding of consumers' attitude towards advertising on Facebook, as well as toward brands' posts, looking for directions for the definition of effective social media marketing strategies.…”

Section: Introductionmentioning

confidence: 99%

Consumers' attitude toward Facebook advertising

Ferreira

Barbosa

2017

IJEMR

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This paper aims to provide a closer look at consumers' attitude toward Facebook advertising by providing a comparison between attitude toward brand posts and ads, a topic that has been disregarded in the extant literature. It also considers the relationship with the users' ad avoidance and electronic word-of-mouth communication. An exploratory quantitative analysis was performed by means of a structured self-administered questionnaire. 385 individuals aged between 18 and 44 participated in the study. The results include evidence on respondents' more favourable attitude toward brand posts than toward Facebook ads. Moreover, ads are considered more annoying by those who spend more time on Facebook. These results help shed the light on how Facebook users handle ads and brand posts, offering some clues for a more effective social media marketing strategy.

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Avoidance of Advertising in Social Networking Sites

Cited by 374 publications

References 18 publications

Consumer Response to Ads in Social Network Sites: An Exploration into the Role of Ad Location and Path

Consumer Response to Ads in Social Network Sites: An Exploration into the Role of Ad Location and Path

Formatos da publicidade digital: sistematização e desambiguação

Consumers' attitude toward Facebook advertising

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