User Perception of Targeted Ads in Online Social Networks

Language: English

Published by GRIN Verlag, GRIN Verlag Mär 2011, 2011

3640836944 / 9783640836949

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This item is printed on demand - Print on Demand Titel. Neuware -Doctoral Thesis / Dissertation from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, 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.Books on Demand GmbH, Überseering 33, 22297 Hamburg 116 pp. Englisch.

Seller Inventory # 9783640836949

Title
User Perception of Targeted Ads in Online Social Networks
Author
Timo Beck
Publisher
GRIN Verlag, GRIN Verlag Mär 2011
Publication year
2011
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3640836944
ISBN 13
9783640836949
Item weight
180 grams
Dimensions
210x148x9 mm

buchversandmimpf2000

Emtmannsberg, BAYE, Germany

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