To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising

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dc.contributor.author Redondo, Ignacio
dc.contributor.author Aznar, Gloria
dc.contributor.other UAM. Departamento de Financiación e Investigación Comercial es_ES
dc.date.accessioned 2019-05-03T17:31:08Z
dc.date.available 2019-05-03T17:31:08Z
dc.date.issued 2018-04-18
dc.identifier.citation Telematics and Informatics 35.6 (2018): 1607-1616 es_ES
dc.identifier.issn 0736-5853 es_ES
dc.identifier.uri http://hdl.handle.net/10486/687387
dc.description.abstract The rapid spread of ad blockers potentially threatens the sustainability of the hitherto dominant business model of ad-supported websites, in which users get web content free in return for allowing themselves to be exposed to advertising. Focusing on the users’ perspective, this study proposes that (a) adoption of ad blockers is positively influenced by the level of knowledge of their advantageous features; (b) the decision to continue using ad blockers is negatively affected by attitude toward online advertising; and (c) this attitude is positively shaped by perceptions of online advertising's pleasure, credibility, and economic benefits, as well as negatively shaped by perceptions of online advertising's intrusiveness and clutter. We tested these relationships in a survey study among the members of an online panel supported by the Spanish advertising industry, and all the relationships were confirmed within a structural equation model. Our findings provide some implications for online advertising stakeholders. Web publishers and online advertisers may expect that, in the coming years, ad blockers will continue to spread rapidly as a consequence of the extension of their knowledge among Internet users. These stakeholders are thus advised to focus on improving Internet users’ experiences with online advertising by reducing those ad characteristics that provoke negative reactions and by strengthening those that are positively evaluated. es_ES
dc.format.extent 32 pag. es_ES
dc.format.mimetype application/pdf es_ES
dc.language.iso eng es_ES
dc.publisher Elsevier Ltd. es_ES
dc.relation.ispartof Telematics and Informatics es_ES
dc.rights © 2018 Elsevier Ltd es_ES
dc.subject.other Ad blockers es_ES
dc.subject.other Advertising avoidance es_ES
dc.subject.other Attitude toward advertising es_ES
dc.subject.other Psychological reactance es_ES
dc.subject.other Self-interest es_ES
dc.title To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising es_ES
dc.type article es_ES
dc.subject.eciencia Economía es_ES
dc.relation.publisherversion https://doi.org/10.1016/j.tele.2018.04.008 es_ES
dc.identifier.doi 10.1016/j.tele.2018.04.008 es_ES
dc.identifier.publicationfirstpage 1607 es_ES
dc.identifier.publicationissue 6 es_ES
dc.identifier.publicationlastpage 1616 es_ES
dc.identifier.publicationvolume 35 es_ES
dc.type.version info:eu-repo/semantics/acceptedVersion es_ES
dc.rights.accessRights openAccess es_ES


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