Segmenting Consumer Reactions to Social Network Advertising

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 870-872.

Authors

Colin Campbell, Monash University, Australia
Carla Ferraro, Monash University, Australia
Sean Sands, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Feeling Bad by Wanting More or Wanting More by Feeling Bad: The Materialism - Well-Being Cycle

Esther Doriette Tamara Jaspers, Massey University
Rik Pieters, Tilburg University, The Netherlands

Read More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA

Read More

Featured

Symbolic sustainable attributes improve attitude toward low-quality products: A warm-glow feelings account

Valéry Bezençon, University of Neuchâtel
Florent Girardin, University of Neuchâtel
Renaud Lunardo, Kedge Business School

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.