Perceptions of advertising in online social networks: In-depth interviews

Show full item record

Title: Perceptions of advertising in online social networks: In-depth interviews
Author: Hadija, Zeljka
Abstract: Advertising in online social networks is a major unexplored advertising area. However, interactivity on the Internet shifts the ways in which users perceive advertising, and whether they perceive it at all. This research study focuses 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. Through the personal in-depth interviews, using Zaltman Metaphor Elicitation Technique, it has been revealed that only 20% of online social network users notice advertisements while using online social networks. The content found in online social networks inhibits viewing advertisements. This research study does not offer solutions to that problem, but simply states the users’ views.
Record URI: http://hdl.handle.net/1850/5958
Date: 2008-01

Files in this item

Files Size Format View
ZHadijaThesis01-2008.pdf 2.147Mb PDF View/Open

The following license files are associated with this item:

This item appears in the following Collection(s)

Show full item record

Search RIT DML


Advanced Search

Browse