Segmenting Consumer Reactions to Social Network Advertising

Colin Campbell, Monash University, Australia
Carla Ferraro, Monash University, Australia
Sean Sands, Monash University, Australia
Consumers today are more social online than ever, creating new opportunities and challenges for research. We provide a segmentation of consumers on the basis of their attitudes toward social network advertising, before turning to explore the association among psychological, economic, and sociodemographic covariates and membership in particular segments.
[ to cite ]:
Colin Campbell, Carla Ferraro, and Sean Sands (2012) ,"Segmenting Consumer Reactions to Social Network Advertising", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 870-872.