An Exploration of Consumer Reactions to Social Network Advertising

Consumers today are more social online than ever before. As a result, brands increasing look to social networks and social media to communicate with consumers with advertising. However, in order to capitalize on social media advertising investments, knowledge of consumer interaction within the medium is first necessary. Research has explored many issues related to consumers and social media, with influence being a key concern. This paper considers how consumers engage with advertising through this channel by segmenting consumers in terms of brhavioural outcomes.



Citation:

Sean Sands, Carla Ferrarly, Colin Campbell, and Justin Cohen (2012) ,"An Exploration of Consumer Reactions to Social Network Advertising", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 89-92.

Authors

Sean Sands, Department of Marketing, Monash University, Australia
Carla Ferrarly, Department of Marketing, Monash University, Australia
Colin Campbell, Department of Marketing, Monash University, Australia
Justin Cohen, Department of Marketing, Monash University, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



Share Proceeding

Featured papers

See More

Featured

How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister

Stephanie Kogler, University of Innsbruck, Austria

Read More

Featured

J10. Transnational Consumer Lifestyle

zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK

Read More

Featured

Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons

Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.