Verwandte Artikel zu User Perception of Targeted Ads in Online Social Networks:...

User Perception of Targeted Ads in Online Social Networks: A Theoretical and Empirical Investigation Using the Example of Facebook - Softcover

Beck, Timo

 
9783640836949: User Perception of Targeted Ads in Online Social Networks: A Theoretical and Empirical Investigation Using the Example of Facebook
Softcover
ISBN 10: 3640836944 ISBN 13: 9783640836949
Verlag: GRIN Verlag, 2011

Inhaltsangabe

Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of St Andrews (School of Management), language: English, abstract: Owing to the phenomenal growth of online social networks and the resulting interest of marketers in this new medium, this thesis investigates user perception of targeted advertisements on Facebook, the world's largest and fastest growing social network. Based on a critical literature review, results of previous research studies, and expert interviews with social media practitioners, the author develops a conceptual framework consisting of seven factors that are theorised to impact on how users perceive personalised ads in a social network environment. This framework is partially verified on an empirical basis by means of an online survey among 97 Facebook users. The results provide novel and useful insights into user perception of targeted ads on Facebook that could be used as guidelines for practitioners and as a starting point for further studies.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Von der hinteren Coverseite

Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of St Andrews (School of Management), language: English, abstract: Owing to the phenomenal growth of online social networks and the resulting interest of marketers in this new medium, this thesis investigates user perception of targeted advertisements on Facebook, the world¿s largest and fastest growing social network. Based on a critical literature review, results of previous research studies, and expert interviews with social media practitioners, the author develops a conceptual framework consisting of seven factors that are theorised to impact on how users perceive personalised ads in a social network environment. This framework is partially verified on an empirical basis by means of an online survey among 97 Facebook users. The results provide novel and useful insights into user perception of targeted ads on Facebook that could be used as guidelines for practitioners and as a starting point for further studies.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
GRIN Verlag
Erscheinungsdatum
2011
Sprache
Englisch
ISBN 10 
3640836944
ISBN 13 
9783640836949
Einband
Taschenbuch
Auflage
2
Anzahl der Seiten
116
Kontakt zum Hersteller
GRIN Publishing GmbH
info@grin.com

Waltherstraße 23
München
80337
Deutschland