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Dissertations / Theses on the topic 'Advertising avoidance'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 May 2024

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1

Rojas-Mendez, Jose I. "Attitudes to time and advertising in explaining advertising avoidance." Thesis, University of Manchester, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.629925.

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Attitude to time has been analysed from different disciplines such as sociology, anthropology, psychology and management, but up to know it has received limited attention in the marketing literature, particularly in the area of consumer behaviour. This study explores whether attitude to time underpins attitude formation and consequently behaviour towards something absorbing time. Time attitude is understood as the unconscious inclination to use the past, present, and future as driving forces to think or to make decisions related to a particular time related issue, such as advertising and its a

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Kelly, Louise Michelle Virginia. "An exploration of advertising engagement, advertising avoidance and privacy concerns on social networking sites." Thesis, Queensland University of Technology, 2014. https://eprints.qut.edu.au/79114/1/Louise_Kelly_Thesis.pdf.

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This thesis examines perceptions of advertising on social networking sites (SNS), in particular consumers' privacy concerns, advertising engagement and advertising avoidance. It contributes to the understanding of social media by providing results of a longitudinal investigation of consumer perceptions of advertising, a topography of engagement and avoidance triggers and a three dimensional model of advertising avoidance on SNS. This research used a mixed methodology, employing Critical Incident Technique, In-depth interviews and online surveys.

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Yan, Xing Yu. "Advertising avoidance on video website :Studying stimulus manipulation and gender effects." Thesis, University of Macau, 2018. http://umaclib3.umac.mo/record=b3952589.

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4

Silva, Marco Alexandre da Cunha. "Digital advertising avoidance : a segmentation approach applied to the portuguese context." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14584.

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Mestrado em Marketing<br>Com o advento da internet, os consumidores ficaram muito mais expostos à publicidade, sobretudo no meio digital. No entanto, muitos anúncios digitais têm vindo a ser ignorados, descartados, obstruídos através de ad blockers e, em geral, evitados. O presente estudo procura entender os fatores que explicam o fenómeno referido, especificamente se a interrupção ou distração do consumidor, perceção de irritação ou personalização e preocupação com a privacidade conduzem a tal. Além disso, a investigação procura, numa tentativa preliminar, segmentar os diferentes grupos de "

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Henriksen, Julia, and Malin Hornebrant. "Casino Royale : Brand Avoidance and Advertising Among Generation Y in Sweden." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43896.

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Background: Online casinos are rising in popularity, and the number of people in Sweden who gambled online in 2018 is an all-time high. At the same time, the amount of money that online casinos spend on advertisements is also at an all-time high. Brand avoidance is receiving more attention from scholars as it is as important to know what makes consumers not want to consume, as it is to understand what makes them want to consume. Advertisements have been identified to contribute to the behavior of brand avoidance. Purpose: The purpose of this master thesis is to explore and gain insight

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Patriksson, Johan, David Javette, and Gustav Levin. "Revising Arising Advertising : A study on Generation Y’s perception to traditional and alternative advertising on news sites." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30305.

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Abstract Background Online Advertising is a continuously developing phenomenon, which helps several websites stay financially alive. However, online advertising tends to often be avoided by the consumers exposed to it, due to a number of perceived issues linked to online ads. One group of websites that are particularly dependent on advertising revenue are online news sites. Research on why people avoid ads have been conducted, but is limited to traditional online advertising approaches and older consumer segments, creating a gap which this thesis strives to fill. Purpose The purpose of this re

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Miia, Andrada, and Kaili Dong. "Avoiding Personalized Ads on Social Media : Understanding how YouTube users experience personalized advertising and what leads to ad avoidance in the context of personalization." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44135.

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Recent trends and developments in the fields of Big Data, Machine Learning, and Artificial Intelligence are completely transforming the way brands are engaging and communicating with their audience, allowing more personalized communications than ever. With the spread of social networking sites, such as Facebook, YouTube or Instagram a new opportunity arises for companies to connect to their consumers. However, since social media personalization implies the collection and analysis of highly personal data, consumers may develop negative reactions, attitudes or perceptions towards personalized ad

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Lazauskas, Darius, Sophia Vilhelmsson, and Huynh Tran. "Marketing Overload? : Investigating the effect of antecedents of marketing avoidance on social media advertising effectiveness." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65173.

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Recent developments in internet technology have ushered in unprecedented change when it comes to communication. This change has also given rise to social media, which has significantly changed the way modern communication occurs (Rosengren, 2000; Evans & McKee, 2010; Tuten & Solomon, 2015). While social media has gained enormous reach in recent years, with millions of new users joining social platforms every year, it has changed company-consumer relations as well (Akar & Topcu, 2011; Fan & Niu, 2013; Tuten & Solomon, 2015). Marketers are continuously turning towards social

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Kelly, Louise. "Teenagers' perceptions of advertising in the online social networking environment : an exploratory study." Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/26966/2/Louise_Kelly_Thesis.pdf.

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This study explores teenager perceptions towards advertising in the online social networking environment. The future of online social networking sites is dependant upon the continued support of advertisers in this new medium, which is linked to the acceptance of advertising on these sites by their targeted audience. This exploratory study used the qualitative research methods of focus groups and in-depth personal interviews to gain insights from the teenager participants. The literature review in Chapter Two examined the previous research into advertising theories, consumer attitudes and is

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Kelly, Louise. "Teenagers' perceptions of advertising in the online social networking environment : an exploratory study." Queensland University of Technology, 2008. http://eprints.qut.edu.au/26966/.

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This study explores teenager perceptions towards advertising in the online social networking environment. The future of online social networking sites is dependant upon the continued support of advertisers in this new medium, which is linked to the acceptance of advertising on these sites by their targeted audience. This exploratory study used the qualitative research methods of focus groups and in-depth personal interviews to gain insights from the teenager participants. The literature review in Chapter Two examined the previous research into advertising theories, consumer attitudes and is

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Bure, Nils, and Axel Pahne. "Online Behavioral Advertising : A Study of Privacy Concerns and Coping Behavior for Students in Sweden." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-72720.

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During recent years, the global digital transformation has led to changes in the advertising industry, where advertisers use new strategies to reach customers to advertise their products and services. Online behavioral advertising emerged as a new advertising process, which allowed companies to collect and use online behavior to create tailored personalized advertisements. Online behavioral advertising has led to privacy concerns. The purpose of this study is to examine the viewpoint on online behavioral advertising for students in Sweden. By reviewing previous literature on the subject of onl

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Holmström, Anna-Sara, Therese Almqvist, and Moa Forsberg. "Brand Avoidance : A study focusing on Marketing Communication within the Sportswear Industry in Sweden." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30316.

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Background Until today, branding in positive forms has been widely researched. It has been studied why consumers choose certain brands and how companies can increase brand loyalty. On the other hand, literature lacks studies on negative branding, which now becomes more interesting to gain more knowledge about. One knows that it is of equal importance to investigate why people would avoid a brand as what makes them purchase a brand. Hence, the topic of anti-consumption and in particular brand avoidance is something that demands more research. Purpose In 2016 Knittel, Beurer and Berndt conducte

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CARLITZ, ADAM. "The Impact of Video Advertisement Placement and Video Advertisement Transparencyon Video Advertisement Avoidance: Pre-Rolls, Mid-Rolls, and Psychological Reactance." Ohio University / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1594903640715315.

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Warnhag, Anton. "WOM awareness : A quantitative analysis of word of mouth marketing’s effects on the use of social network services." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-169703.

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Marketing has become obsessed with word of mouth. Though long known to be important for consumer decisions, social media has put it into overdrive, providing the infrastructure to launch big campaigns that nonetheless enters people’s consciousness on a very personal level thanks to messages being passed along by friends. This thesis explores what social media users think about this part of their user experience, attempting to answer how widespread awareness is and how their attitude to it affects their own use. Results show that a large majority of users in Sweden are aware that their spreadin

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Sixl, Sandra. "Ethical Boundaries of Online Behavioral Targeting : A qualitative Study exploring the Impact of Privacy Concerns on Consumer Engagement and Advertising Avoidance on Instagram." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-300408.

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Online behavioral targeting (OBT) are customized ad messages based on personal information to enhance advertising effectiveness. Greater personalization typically increases relevance but is also told to cause privacy concerns. This study examines the constructs of advertising engagement and advertising avoidance on Instagram. Using the Critical Incident Technique, it identifies a typology of the three antecedents of both engagement and avoidance: relevance, degree of personalization and traceability of data source. While a high degree of personalization and relevance was found to be prevalent

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Rebecca, Rodillas, and Bjärkvik Hanna. "When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35983.

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Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. The concept of brand avoidance is one type of personal anti-consumption behaviour which deals with understanding why consumers actively avoid purchasing a specific brand, although the consumer has the financial and physical abilities to do so. Purpose - People are delibe

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Sugiarto, Catur. "The role of religiosity and ad skepticism on the perception of sexually offensive advertising." Thesis, Aix-Marseille, 2018. http://www.theses.fr/2018AIXM0116.

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Cette thèse étudie le rôle de la religion et du scepticisme vis-à-vis de la publicité dans l’évaluation par les consommateurs de visuels publicitaires sexuellement choquants. L’étude qualitative 1 a pour objectif d’explorer les questions éthiques et culturelles contribuant au développement du scepticisme envers publicités sexuellement choquantes. La méthodologie choisie s’est composé 22 entretiens semi-directifs auprès de consommateurs indonésiens. Les publicités à contenu sexuel choquant sont perçues comme trompeuses et irritantes et que les consommateurs développent fréquemment une forme de

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Sugiarto, Catur. "The role of religiosity and ad skepticism on the perception of sexually offensive advertising." Electronic Thesis or Diss., Aix-Marseille, 2018. http://www.theses.fr/2018AIXM0116.

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Cette thèse étudie le rôle de la religion et du scepticisme vis-à-vis de la publicité dans l’évaluation par les consommateurs de visuels publicitaires sexuellement choquants. L’étude qualitative 1 a pour objectif d’explorer les questions éthiques et culturelles contribuant au développement du scepticisme envers publicités sexuellement choquantes. La méthodologie choisie s’est composé 22 entretiens semi-directifs auprès de consommateurs indonésiens. Les publicités à contenu sexuel choquant sont perçues comme trompeuses et irritantes et que les consommateurs développent fréquemment une forme de

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Johansson, Martin, and Erik Patrikson. "Hur reklamfilmsproducenter hanterar den ökade mängden reklam i TV." Thesis, Linköpings universitet, Institutionen för teknik och naturvetenskap, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-79045.

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Denna studie utreder hur reklamfilmsproducenter anpassar sina produktioner för att de ska vara effektiva på en allt mer konkurrensintensiv reklammarknad. Enligt radio- och TV-lagen får svenska TV-kanaler idag sända tolv minuter reklam per timme, samma regler som gäller för till exempel TV3, Kanal 5 och TV6 som sänder från Storbritannien. Studien utgår från en förstudie av den svenska TV-reklammarknaden där det bland annat observerades att den totala reklamtiden, inklusive reklam för kanalens egna program,i ett fall uppgick till hela 26 procent av den totala sändningstiden. För annonsörer och

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20

Kohlberg, Marcus, and Lars-Peter Westman. "Advertising product improvement opportunities using segmentation in Video-on-Demand services : A case study of MTG’s opportunities in the shift from television to streaming video." Thesis, KTH, Industriell marknadsföring, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-146893.

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More and more people choose to watch television online through online video-on- demand services. For media corporations, such as the Modern Times Group (MTG), this means that video-on-demand will become an increasingly important source of revenue. Because video-on-demand is an online service, advertising products offered therein are in competition with other online advertising products. Currently, MTG’s video-on-demand advertising products are the same as on regular television, meaning they haven’t yet taken advantage of any advertising product development opportunities made possible by Intern

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Bergqvist, Jimmy, and Jens Ingelstedt. "Advertorials; an effective or destructive marketing practice? : The effect of advertorial deception on irritation, credibility, and attitude, both for the advertiser and the advertising medium." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entreprenörskap, Marknadsföring, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-14229.

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The thesis explores advertorials, advertising made to look like editorial content, from a consumer behaviour perspective. Introduction Consumers are exposed to a staggering amount of advertisements each day. This so-called advertising clutter makes it difficult for marketers to reach the consumer. Therefore, in the late 1980’s marketers started to use unconventional ways of advertising. One of these was the use of advertorials, a form of advertising that borrows the appearance and other features from editorial material. Problem discussion Since advertorials are made to lo

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CHU, MIN-HUA, and 朱敏華. "A Study of the Advertising Skepticism, Advertising Avoidance, Advertising Irritation and Advertising Effectiveness: The Moderating Effect of Engagement." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/m52z36.

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碩士<br>國立嘉義大學<br>行銷與觀光管理學系研究所<br>106<br>This study uses Airbnb as an example to explore the relationships among advertising skepticism, advertising irritation, and advertising avoidance on advertising effectiveness. And we also research the moderating effect of engagement on advertising effectiveness in the study. This study is based on experimental designs to validate the hypotheses and includes 322 participants. The main results of this study are as follows. (1) Compared with low engagement effect, high engagement can lead to better advertising effectiveness. (2) Compared with low ad skeptici

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Yi-ChihTsai and 蔡宜志. "Intrusiveness of Online Forced Video on Advertising Avoidance - The Moderating Effect of Advertising Involvement." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/92488778813557604412.

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碩士<br>國立成功大學<br>企業管理學系碩博士班<br>101<br>Because of the high popularity of online video sharing websites, advertisers want to improve advertising effectiveness through exposure to forced video advertising. However, it deprives viewers’ of freedom of choice with regard to watching videos, and causes consumer resistance. Thus, the main topic of this study is whether firms can reduce intrusiveness and advertising avoidance in consumers through changing advertising characteristics. This study adopted Reactance Theory to discuss consumers’ feelings and examined the moderating effect of advertising invo

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SUNG, MAN-YU, and 宋曼毓. "The Study on Consumers' Avoidance Behaviors of Mobile Advertising." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/p7vxpv.

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碩士<br>國立屏東大學<br>商業自動化與管理學系碩士班<br>107<br>In recent years, mobile advertising has become a fast and convenient marketing strategy for businesses. However, the number of mobile advertising increases year by year, consumers start to have a negative attitude toward advertising. Therefore, how to reduce consumers’ avoidance behavior of mobile advertising becomes important. 　　Most of the previous studies focused on consumers' behaviors of avoiding Internet advertising while less on the factors that influence consumers to avoid mobile advertising behaviors. Therefore, this study proposes a research mo

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Szu-YuLin and 林思妤. "The Effects of Embedded Advertising on Mobile APP Users’ Advertising Avoidance via Psychological Reactance Theory." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/70778707109953688294.

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碩士<br>國立成功大學<br>國際企業研究所<br>104<br>Abstract With smartphones becoming more popular, applications (APP) have experienced a growth surge in recent years. However, only a few studies discuss the APP advertisement environment and users. This study used in-app ads as its focal topic; it can be mainly classified into three categories: banner ad, pop-up graphic ad and pop-up video clips ad. Based on the psychological reactance theory (PRT), this study aimed to investigate whether in-app ads arouse reactance. Through using the features of in-app ads (ad duration ＆ frequency) as a restriction (or th

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Lee, Michael Shyue Wai. "Brands we love to hate : an exploration of brand avoidance /." 2007. http://researchspace.auckland.ac.nz/handle/2292/2556.

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Thesis (PhD--Chemistry)--University of Auckland, 2007.<br>"A thesis submitted in fulfilment of the requirements for the degree of Doctor of Philosophy, The University of Auckland, 2007". Includes bibliographical references (leaves 242-262)

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CHANG, WAN-TING, and 張婉亭. "How to Create an Effective Overlay Ad? Effects of Arousal and Subtitles of YouTube Video on Advertising Avoidance Behavior." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/4gestm.

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碩士<br>中國文化大學<br>行銷碩士學位學程碩士班<br>107<br>Lately, rapid developments on the Internet have brought about numerous transformations, particularly in advertising. Online advertising is divided into many subcategories including banner ads, pop-up ads and keyword advertising. Online advertising can be placed on various online platforms that can be categorized into different genres such as entertainment and social network, etc. YouTube is one of the most popular online entertainment platforms in recent years, hence this study examines the level of arousal caused by the videos based on the consumers' view

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