Avoidance of Advertising in Social Networking Sites: The Teenage Perspective
Louise Kelly, Gayle Kerr and Judy Drennan
Increasing clutter and media fragmentation now expose consumers to thousands of commercial messages every day (Gritten 2007). These messages arrive not only from traditional media, such as television and newspaper, but through guerrilla media campaigns, subviral marketing online, brand installation, and consumer-generated media such as blogs, podcasts, and online social networking sites (Gritten 2007; Schultz 2006a). As a consequence, consumers have increasingly become the editors of information, empowered by technology to avoid both content and advertising messages that do...