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: The 2020 International Conference on Marketing and Technologies (ICMarkTech'20), 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
ISSN: 2190-3018
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.
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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