Now you see me: a quantitative study on the effects of ad blocker usage on users’ brand perception

dc.contributor.authorStallone, Valerio
dc.contributor.authorRozumowski, Anna
dc.contributor.authorPelka, Amelie
dc.contributor.authorReisig, Dominik
dc.contributor.authorPankratz, Claire
dc.contributor.editorRocha, Álvaro
dc.contributor.editorReis, José Luís
dc.contributor.editorPeter, Marc K.
dc.contributor.editorCayolla, Ricardo
dc.contributor.editorLoureiro, Sandra
dc.contributor.editorBogdanović, Zorica
dc.date.accessioned2024-05-07T13:38:35Z
dc.date.available2024-05-07T13:38:35Z
dc.date.issued2021
dc.description.abstractAn increasing amount of Web users is turning to ad blockers to avoid ads, which Web users perceive as annoying, an invasion of privacy, or as slackening their Web experience. Ad blocker users still encounter online advertising on their Web journey although using ad blockers. While there has been significant research into factors driving ad blocker adoption, the effects of online advertising on brand perception for ad blocker users are not well understood. To approach this white space, we conduct an online survey. We build two groups, ad blocker users and non-users. We then check for significant differences in likeability toward and perceived positive image of the brands the groups saw online ads. In our analysis, we did not find any significant difference neither in the first nor in the second variable between ad blocker users and non-users for when they see online advertising. We conclude that ad blocker users remain interesting targets for advertisers.
dc.event2020 International Conference on Marketing and Technologies (ICMarkTech 2020)en_US
dc.identifier.doi10.1007/978-981-33-4183-8_56
dc.identifier.isbn978-981-33-4182-1
dc.identifier.isbn978-981-33-4183-8
dc.identifier.urihttps://irf.fhnw.ch/handle/11654/43366
dc.language.isoen
dc.publisherSpringer
dc.relation.ispartofMarketing and smart technologies. Proceedings of ICMarkTech 2020
dc.spatialSingapore
dc.subject.ddc330 - Wirtschaft
dc.titleNow you see me: a quantitative study on the effects of ad blocker usage on users’ brand perception
dc.type04B - Beitrag Konferenzschrift
dspace.entity.typePublication
fhnw.InventedHereNo
fhnw.ReviewTypeLectoring (ex ante)
fhnw.affiliation.hochschuleHochschule für Wirtschaftde_CH
fhnw.affiliation.institutInstitut für Unternehmensführungde_CH
fhnw.openAccessCategoryClosed
fhnw.pagination699-708
fhnw.publicationStatePublished
relation.isAuthorOfPublicationed348601-d275-4845-8739-486fb8d921db
relation.isAuthorOfPublication.latestForDiscoveryed348601-d275-4845-8739-486fb8d921db
relation.isEditorOfPublicationb981bc1a-202a-48cf-8bd0-fe553b521246
relation.isEditorOfPublication.latestForDiscoveryb981bc1a-202a-48cf-8bd0-fe553b521246
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