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

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dc.contributor.advisor Barnes, Susan
dc.contributor.advisor Pugliese, Rudy
dc.contributor.advisor Hair, Neil
dc.contributor.author Hadija, Zeljka
dc.date.accessioned 2008-04-02T21:35:03Z
dc.date.available 2008-04-02T21:35:03Z
dc.date.issued 2008-01
dc.identifier.uri http://hdl.handle.net/1850/5958
dc.description.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. en_US
dc.language.iso en_US en_US
dc.subject Advertising research en_US
dc.subject Online advertising en_US
dc.subject Online community en_US
dc.subject Online social networks en_US
dc.subject Zaltman metaphor elicitation technique en_US
dc.subject.lcc HF6146.I58 H23 2008
dc.subject.lcsh Internet advertising--Public opinion en_US
dc.subject.lcsh Online social networks--Research en_US
dc.subject.lcsh College students--Attitudes en_US
dc.title Perceptions of advertising in online social networks: In-depth interviews en_US
dc.type Thesis en_US
dc.description.college College of Liberal Arts en_US
dc.description.department Department of Communication en_US
dc.contributor.advisorChair Austin, Bruce

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