Advertising Avoidance on the Internet: An Empirical Study about the Antecedents of Ad Blocking
The introduction of ad blocking software provides consumers with a mechanical means to avoid advertisements on the Internet. Growing usage rates of ad blockers around the world put online marketers under increasing pressure. This master dissertation aims to identify key antecedents of online adverti...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2016
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| Online Access: | https://eprints.nottingham.ac.uk/36799/ |