Call for Essays About Any Aspect of Popular Culture, Present or Past

 
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Tuesday, Sep 21, 2010
by PopMatters Staff
by Louise Kelly, Gayle Kerr, and Judy Drennan
Journal of Interactive Advertising (Spring 2010)

“Technology has provided consumers with the means to control and edit the information that they receive and share effectively, especially in the online environment. Although previous studies have investigated advertising avoidance in traditional media and on the Internet, there has been little investigation of advertising on social networking sites. This exploratory study examines the antecedents of advertising avoidance on online social networking sites, leading to the development of a model. The model suggests that advertising in the online social networking environment is more likely to be avoided if the user has expectations of a negative experience, the advertising is not relevant to the user, the user is skeptical toward the advertising message, or the consumer is skeptical toward the advertising medium.”


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