Avoidance of advertising on social networking sites : the teenage perspective

By Louise Kelly, Gayle Kerr, Judy Drennan. 2010

154 citations recorded by the source corpus.

How researchers see this paper

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Interactive Digital Advertising vs. Virtual Brand Community (2011, background): “…show that experience with social networking sites influences user responses to online shopping and advertising (e.g., Cha 2009; Hoy and Milne 2009; Kelly, Kerr, and Drennan 2010; McMahan, Hovland, and McMillan 2009), and the intentions and social coherence of online community networks also shape…”
Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising (2019, background): “This practice has significantly eroded the value of traditional brand-driven advertisements (Petty and Andrews 2008; Kelley, Kerr, and Drennan 2010).”
Is this for me? How Consumers Respond to Personalized Advertising on Social Network Sites (2015, background): “With this rapid growth over a short period of time, academic research on SNSs has struggled to keep pace (Kelly, Kerr, and Drennan 2010).”