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Social media advertising: An exploration of marketing technique and tools to combat ad-blocking and ad-avoidance

Goh, Woon Kit (2018) Social media advertising: An exploration of marketing technique and tools to combat ad-blocking and ad-avoidance. Masters thesis, Dublin, National College of Ireland.

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Abstract

This dissertation investigates “the motivation of ad-blocking on social media” and also concerns with “the exploration of marketing techniques or tools to combat ad-blocking and ad-avoidance” with the utilization of ad-avoidance theories/models. So far very few studies have turned their attention which towards the behaviours of mobile ad-blocking. Hence, this dissertation also attempts to explore “the differences of ad-blocking behaviour between mobile computing device (smartphones and tablets) compared with traditional computing device (desktop and laptop)”.

In order to provide a better understanding of the research questions, this research employs a semi-structured interview research strategy and is the best described as a simple qualitative research method. The interview consists of twelve participants and classified into two groups in different perspective section; consumer perspective and marketing perspective. The interview is conducted with open-ended questions with the support of prior relevant literature with the prospect to gain concealing real feelings and profound insight from consumers and digital marketers. Data was collected from ten consumers and two digital marketers and analysed.

The present research found that the motivation of ad-avoidance on the internet is different from the motivation of ad-blocking on social media, consumers on social media tend to more concern about ‘data privacy’ (RO1). Furthermore, from the marketing perspective, participants in the interview suggest various strategies potentially to combat ad-blocking or may reduce consumers’ willingness to ad-block on social media (RO2). Due to the small sample size of the interview, the research incapable to show the differences of ad-blocking behaviour between mobile computing device compared with traditional computing device (RO3).

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 01 Nov 2018 13:48
Last Modified: 01 Nov 2018 13:48
URI: http://trap.ncirl.ie/id/eprint/3394

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