Avoidance of Advertising in Social Networking Sites

By Louise Kelly, Gayle Kerr, Judy Drennan. 2010

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How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention (2021, background): “Our findings confirm previous research on the positive explanatory mechanism of perceived personal relevance (De Keyzer, Dens, and De Pelsmacker 2015; Kim and Huh 2017). However, contrary to our expectations, in study 1 we found that perceived personalization decreases perceived intrusiveness, which”
Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance (2019, background): “…magazine) and/or online environment (e.g. news website, brand website), social media allows its users to actively control ad avoidance (Chi 2011) , thus making it possible to block specific ads and determine what, how and when to receive ads (Kelly et al. 2010; Malthouse et al. 2013; Schultz 2006).”
Social media advertising value: The case of transitional economies in Southeast Asia (2014, background): “Joining the SNS also helps fill users’ time and relieve boredom (Kelly et al. 2010).”