Given the increasing popularity of the Internet as a medium to convey advertising messages, limited empirical research has been published concerning Internet consumers’ attitudes to advertising on the Internet. This paper investigates consumer attitudes to Internet advertising, and specifically focuses on Internet users’ beliefs and attitudes about Internet advertising. Based on a primary structure of beliefs and attitudes about advertising, the research identified the existence of relationships between Internet users’ attitudes towards advertising and their online experience, and a strong negative attitude to advertising in general and the societal effects of advertising, in particular.
PAGES
199 – 209
DOI
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Issues
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Agnes Horvath, Magic and the Will to Science: A Political Anthropology of Liminal Technicality
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Gibson Burrell, Ronald Hartz, David Harvie, Geoff Lightfoot, Simon Lilley and Friends, Shaping for Mediocrity: The Cancellation of Critical Thinking at our Universities
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Bas de Boer, How Scientific Instruments Speak: Postphenomenology and Technological Mediations in Neuroscientific Practice
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Bjørn Lomborg, False Alarm
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How does innovation arise in the bicycle sector? The users’ role and their betrayal in the case of the ‘gravel bike’