Why we ignore social networking advertising

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dc.contributor.author Hadija, Zeljka
dc.contributor.author Barnes, Susan
dc.contributor.author Hair, Neil
dc.date.accessioned 2012-02-13T15:14:57Z
dc.date.available 2012-02-13T15:14:57Z
dc.date.issued 2012-01-01
dc.identifier.uri http://hdl.handle.net/1850/14750
dc.description.abstract Purpose - The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online. Design/methodology/approach Results were reached through qualitative research. Personal in-depth interviews, utilizing Zaltman Metaphor Elicitation Technique (ZMET), were conducted among 20 college students. Interviews consisted of using screenshots of advertisements in online social networks to uncover respondents' reactions. Findings - It was generally concluded that the users of online social networks do not dislike Advertisements, but they simply do not notice them. Other content found in online social networks mitigates the attractiveness of the advertisements. Hence, the respondents reported that the brand recognition in online social networks was found to be much lower than the one created through other media channels. Practical implications Advertising in online social networks is a major unexplored advertising area. Interactivity on the internet shifts the ways in which users perceive advertising, and whether they perceive it at all. The paper discusses content that catches users' attention and its relation to advertisements. Originality/value Through literature review it has been revealed that no similar research exists. The findings of this research will aid advertisers in recognizing the possibility of advertising to the online social networks' population, taking into consideration different needs, and preferences of such users. en_US
dc.language.iso en_US en_US
dc.publisher Emerald Group Publishing Limited en_US
dc.relation.ispartofseries vol. 15 en_US
dc.relation.ispartofseries no. 01 en_US
dc.subject Advertising en_US
dc.subject Advertising research en_US
dc.subject Consumer behaviour en_US
dc.subject Internet en_US
dc.subject Online advertising en_US
dc.subject Online community en_US
dc.subject Online social network en_US
dc.subject Social network en_US
dc.subject Students en_US
dc.subject United States of America en_US
dc.subject Zaltman Metaphor Elicitation Technique en_US
dc.title Why we ignore social networking advertising en_US
dc.type Journal en_US

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