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Informed, uninformed and participative consent in social media research
Daniel Nunan and Baskin Yenicioglu, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 791-808
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment.
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment. This reflects the much wider range of data available online and the key role that social media now plays in interpersonal communication. However, the process of gaining permission to use social media data for research purposes creates a number of significant issues when considering compatibility with professional ethics guidelines. This paper critically explores the application of existing informed consent policies to social media research and compares with the form of consent gained by the social networks themselves, which we label ‘uninformed consent’. We argue that, as currently constructed, informed consent carries assumptions about the nature of privacy that are not consistent with the way that consumers behave in an online environment. On the other hand, uninformed consent relies on asymmetric relationships that are unlikely to succeed in an environment based on co-creation of value. The paper highlights the ethical ambiguity created by current approaches for gaining customer consent, and proposes a new conceptual framework based on participative consent that allows for greater alignment between consumer privacy and ethical concerns.
How Validation Can Trump Digital Waste and Generate Value across the Digital Advertising Ecosystem
Linda Boland Abraham, Anne Hunter and Andrea Vollman, Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 180-195
The research demonstrates the impact of measuring “validated” ad impressions as opposed to simply counting ads that are delivered to a computer as has historically been done in online advertising measurement.
The research demonstrates the impact of measuring “validated” ad impressions as opposed to simply counting ads that are delivered to a computer as has historically been done in online advertising measurement. “Validation” holistically measures the visibility of ads by consumers as well as the geographic accuracy, brand safety, and legitimacy of the ad delivery. Based on eighteen campaigns from twelve major brand advertisers, including Kellogg’s, General Mills, Ford, Sprint, and more, the study found that there is a significant difference between gross and validated delivery, representing a substantial optimization opportunity for both buyers and sellers of digital advertising.
Insights for the future of online video commercialization
Nancy Lucas, Lisa Quan, Joshua Sarpen and Stacey Lynn Schulman, ARF Experiential Learning, Re:Think conference, 2011
Nielsen's Extended Screen measurement is intended to allow the media industry to re-evaluate the distribution and commercialisation of programming across multiple consumption platforms.
Nielsen's Extended Screen measurement is intended to allow the media industry to re-evaluate the distribution and commercialisation of programming across multiple consumption platforms. Research conducted in 2010 by Turner Broadcasting and Magna Global involved a live, online multivariate test of viewer behaviour, comparing online video viewers to those who viewed the same full-length programmes on live television. This demonstrated that regardless of ad load consumers spent approximately the same amount of time watching the full length of both the test dramas and comedies online. This finding suggests that networks can expand the amount of advertising within programs viewed online without alienating consumers.
A Content Analysis of Registration Processes on Websites: How Advertisers Gather Information to Customize Marketing Communications
Jan Ahrens and James R. Coyle, The Journal of Interactive Advertising, Vol. 11, Issue 2, Spring 2011, pp. 12-26
The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications.
The proper implementation and design of registration pages is a crucial consideration in the development of websites for two reasons: First, users often navigate through them to receive future marketing communications. Second, advertisers can gain valuable contact information through registration processes that allow them to customize marketing communications. This content analysis investigates the implementation and design of such processes by comparing the registration processes established by large and small websites, as well as websites of pure play companies versus click-and-mortar companies. Differences emerge across several variables. The results have implications for advertising researchers and practitioners and suggest some registration process best practices.
Making the Case for Enhanced Advertising Ethics: How a New Way of Thinking About Advertising Ethics May Build Consumer Trust
Wally Snyder, Journal of Advertising Research, Vol. 51, No. 3, 2011, pp. 477-483
This article presents the case to advertising professionals for the need to enhance advertising ethics in order to build consumer trust in the company and its brands.
This article presents the case to advertising professionals for the need to enhance advertising ethics in order to build consumer trust in the company and its brands. It cites research showing that consumers do not trust advertising much of the time. Key ethical concerns are discussed, including children's advertising, the blurring of advertising with news and entertainment, and behavioral advertising. In the end, it is the responsibility of the ad professionals to resolve ethical concerns proactively, and they must be encouraged to do so from the top down, and given clear permission to express their concerns.
Can search engine advertising help access rare samples?
Daniel Nunan and Simon Knox, International Journal of Market Research, Vol. 53, No. 4, 2011, pp. 523-540
In the last decade, there has been an explosion in the use of online survey tools. Online data collection tools have lowered the cost of data collection and removed barriers to entry for carrying out research.
In the last decade, there has been an explosion in the use of online survey tools. Online data collection tools have lowered the cost of data collection and removed barriers to entry for carrying out research. While a number of questions have been raised about the general reliability of internet survey research, one specific use of the web for survey work has been in reaching niche populations that are difficult to access using traditional survey tools – so-called ‘rare samples’. In this paper, we present an approach to accessing such hard-to-reach populations using search engine pay-per-click (PPC) advertising. We carried out a study that makes uses of PPC advertising on search engines as an alternative means of developing a sample for a hard-to-reach group of health consumers. Based on a sample of 466 consumer responses, we discuss the effectiveness of this technique for reaching such rare populations.
The ARF 360 Model: Update to a Human-Centric Approach
Jenni Romaniuk and Craig Gugel, Journal of Advertising Research, Vol. 50, No. 3, 2010, pp. 334-343
In February 2009, the ARF organized and launched a “360 Media and Marketing Super Council”, with a mission is to serve as a catalyst to drive more effective communications planning and ad-effectiveness measurement.
In February 2009, the ARF organized and launched a “360 Media and Marketing Super Council”, with a mission is to serve as a catalyst to drive more effective communications planning and ad-effectiveness measurement. The first goal of its specialized planning committee was to revamp the old ARF “Model for Evaluating Media” established in 1961 and updated to include digital media in 2002. This paper outlines the group's approach, discussion and conclusions.
Protection or participation? - Getting research ethics right for children in the digital age
Agnes Nairn, ESOMAR, Congress, Montreux, September 2009
Children’s economic influence is increasing, stimulating a rich youth research market. However,mounting criticism of the “commercialisation of childhood” has resulted in a plethora of (often conflicting) codes and regulations.
Children’s economic influence is increasing, stimulating a rich youth research market. However,mounting criticism of the “commercialisation of childhood” has resulted in a plethora of (often conflicting) codes and regulations. The advent of Web 2.0 and 3.0 has added new complexity to the debate. This presentation highlights contemporary ethical challenges for research with children in an increasingly regulated, multi-platform environment. It aims to identify both best practice and areas where the profession still has important decisions to make.
IJMR Research Methods Forum: 'Start listening, stop asking' - Researchers snoopers and spies - the legal and ethical challenges facing observational research
Adam Phillips, International Journal of Market Research, Vol. 52, No. 2, 2010, pp. 275-281
Adam Phillips presents conference notes from the IJMR Research Methods Forum, looking at the issue of ethics of observational research.
Adam Phillips presents conference notes from the IJMR Research Methods Forum, looking at the issue of ethics of observational research. He covers a brief history of the discipline and the introduction of privacy laws; then outlines the principles ESOMAR are formulating for researchers to work by.
Gender Differences in Privacy-Related Measures for Young Adult Facebook Users
Mariea Grubbs Hoy and George Milne, The Journal of Interactive Advertising, Vol. 10, Issue 2, Spring 2010
This study examines gender differences in young adults' privacy beliefs, their reactions to behavioral advertising, personal information-sharing behaviors, and privacy protection behaviors on social networks.
This study examines gender differences in young adults' privacy beliefs, their reactions to behavioral advertising, personal information-sharing behaviors, and privacy protection behaviors on social networks. This investigation uses a large-scale survey of college students based on a social networked sampling technique facilitated through a Facebook group. Results reveal several gender differences in these areas. Third-party data usage beyond the original purpose and behavioral advertising techniques are of concern to both genders but more to women. In addition, women engage in noticeably more proactive privacy protection behavior compared with a decade ago. The authors conclude with a discussion of implications for behavioral advertising.
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