Advertising Avoidance on the Internet: An Empirical Study about the Antecedents of Ad Blocking

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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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Bibliographic Details
Main Author:	Katterfeld, Eva-Maria
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2016
Subjects:	Ad Blocking Online Advertising Avoidance
Online Access:	https://eprints.nottingham.ac.uk/36799/

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