User Perception of Targeted Ads in Online Social Networks

A Theoretical and Empirical Investigation Using the Example of Facebook

Business & Finance, Marketing & Sales
Cover of the book User Perception of Targeted Ads in Online Social Networks by Timo Beck, GRIN Publishing
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Author: Timo Beck ISBN: 9783640836901
Publisher: GRIN Publishing Publication: February 20, 2011
Imprint: GRIN Publishing Language: English
Author: Timo Beck
ISBN: 9783640836901
Publisher: GRIN Publishing
Publication: February 20, 2011
Imprint: GRIN Publishing
Language: English

Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, 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.

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