An Exploration of Consumer Reactions to Social Network Advertising

Sean Sands, Department of Marketing, Monash University, Australia
Carla Ferrarly, Department of Marketing, Monash University, Australia
Colin Campbell, Department of Marketing, Monash University, Australia
Justin Cohen, Department of Marketing, Monash University, Australia
Consumers today are more social online than ever before. As a result, brands increasing look to social networks and social media to communicate with consumers with advertising. However, in order to capitalize on social media advertising investments, knowledge of consumer interaction within the medium is first necessary. Research has explored many issues related to consumers and social media, with influence being a key concern. This paper considers how consumers engage with advertising through this channel by segmenting consumers in terms of brhavioural outcomes.
[ to cite ]:
Sean Sands, Carla Ferrarly, Colin Campbell, and Justin Cohen (2012) ,"An Exploration of Consumer Reactions to Social Network Advertising", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , Duluth, MN : Association for Consumer Research, Pages: 89-92.