| Publication type: | Conference paper |
| Type of review: | Peer review (publication) |
| Title: | Now you see me : a quantitative study on the effects of ad blocker usage on users’ brand perception |
| Authors: | Stallone, Valerio Rozumowski, Anna Pelka, Amelie Reisig, Dominik Pankratz, Claire |
| et. al: | No |
| DOI: | 10.1007/978-981-33-4183-8_56 |
| Proceedings: | Marketing and Smart Technologies : Proceedings of ICMarkTech 2020 |
| Editors of the parent work: | Rocha, Álvaro Reis, José Luís Peter, Marc K. Cayolla, Ricardo Loureiro, Sandra Bogdanović, Zorica |
| Page(s): | 699 |
| Pages to: | 708 |
| Conference details: | International Conference on Marketing and Technologies (ICMarkTech), Lisbon, Portugal, 8-10 October 2020 |
| Issue Date: | 10-Mar-2021 |
| Series: | Smart Innovation, Systems and Technologies |
| Series volume: | 205 |
| Publisher / Ed. Institution: | Springer |
| Publisher / Ed. Institution: | Singapore |
| ISBN: | 978-981-33-4182-1 978-981-33-4183-8 |
| ISSN: | 2190-3018 2190-3026 |
| Language: | English |
| Subjects: | Ad annoyance; Ad blocker; Digital marketing; Online advertising |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | An 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/22666 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
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Stallone, V., Rozumowski, A., Pelka, A., Reisig, D., & Pankratz, C. (2021). Now you see me : a quantitative study on the effects of ad blocker usage on users’ brand perception [Conference paper]. In Á. Rocha, J. L. Reis, M. K. Peter, R. Cayolla, S. Loureiro, & Z. Bogdanović (Eds.), Marketing and Smart Technologies : Proceedings of ICMarkTech 2020 (pp. 699–708). Springer. https://doi.org/10.1007/978-981-33-4183-8_56
Stallone, V. et al. (2021) ‘Now you see me : a quantitative study on the effects of ad blocker usage on users’ brand perception’, in Á. Rocha et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2020. Singapore: Springer, pp. 699–708. Available at: https://doi.org/10.1007/978-981-33-4183-8_56.
V. Stallone, A. Rozumowski, A. Pelka, D. Reisig, and C. Pankratz, “Now you see me : a quantitative study on the effects of ad blocker usage on users’ brand perception,” in Marketing and Smart Technologies : Proceedings of ICMarkTech 2020, Mar. 2021, pp. 699–708. doi: 10.1007/978-981-33-4183-8_56.
STALLONE, Valerio, Anna ROZUMOWSKI, Amelie PELKA, Dominik REISIG und Claire PANKRATZ, 2021. Now you see me : a quantitative study on the effects of ad blocker usage on users’ brand perception. In: Álvaro ROCHA, José Luís REIS, Marc K. PETER, Ricardo CAYOLLA, Sandra LOUREIRO und Zorica BOGDANOVIĆ (Hrsg.), Marketing and Smart Technologies : Proceedings of ICMarkTech 2020. Conference paper. Singapore: Springer. 10 März 2021. S. 699–708. ISBN 978-981-33-4182-1
Stallone, Valerio, Anna Rozumowski, Amelie Pelka, Dominik Reisig, and Claire Pankratz. 2021. “Now You See Me : A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception.” Conference paper. In Marketing and Smart Technologies : Proceedings of ICMarkTech 2020, edited by Álvaro Rocha, José Luís Reis, Marc K. Peter, Ricardo Cayolla, Sandra Loureiro, and Zorica Bogdanović, 699–708. Singapore: Springer. https://doi.org/10.1007/978-981-33-4183-8_56.
Stallone, Valerio, et al. “Now You See Me : A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception.” Marketing and Smart Technologies : Proceedings of ICMarkTech 2020, edited by Álvaro Rocha et al., Springer, 2021, pp. 699–708, https://doi.org/10.1007/978-981-33-4183-8_56.
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