'Try hard' : Attitudes to advertising in online social networks


Autoria(s): Kelly, Louise; Kerr, Gayle F.; Drennan, Judy
Data(s)

2009

Resumo

Advertising has recently entered many new spaces it does not fully understand. The rules that apply in traditional media do not always translate in new media environments. However, their low cost of entry and the availability of hard-to-reach target markets, such as Generation Y, make environments such as online social networking sites attractive to marketers. This paper accumulates teenage perspectives from two qualitative studies to identify attitudes towards advertising in online social network sites and develop implications for marketers seeking to advertising on social network sites.

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/30161/

Relação

http://eprints.qut.edu.au/30161/1/c30161.pdf

http://www.duplication.net.au/ANZMAC09/Papers.html

Kelly, Louise, Kerr, Gayle F., & Drennan, Judy (2009) 'Try hard' : Attitudes to advertising in online social networks. In Proceedings of the Australia and New Zealand Marketing Academy Conference 2009, Melbourne, Victoria.

Direitos

Copyright 2009 Please consult the authors.

Fonte

QUT Business School; School of Advertising, Marketing & Public Relations

Palavras-Chave #150502 Marketing Communications #Social Networking #Advertising #New Media #Teenage Perspective
Tipo

Conference Paper