1. ZHAW digitalcollection
  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
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dc.contributor.authorStallone, Valerio-
dc.contributor.authorRozumowski, Anna-
dc.contributor.authorPelka, Amelie-
dc.contributor.authorReisig, Dominik-
dc.contributor.authorPankratz, Claire-
dc.date.accessioned2021-06-17T12:24:07Z-
dc.date.available2021-06-17T12:24:07Z-
dc.date.issued2021-03-10-
dc.identifier.isbn978-981-33-4182-1de_CH
dc.identifier.isbn978-981-33-4183-8de_CH
dc.identifier.issn2190-3018de_CH
dc.identifier.issn2190-3026de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/22666-
dc.description.abstractAn increasing amount of Web users is turning to ad blockers to avoid ads, which Web users perceive as annoying, an invasion of privacy, or as slackening their Web experience. Ad blocker users still encounter online advertising on their Web journey although using ad blockers. While there has been significant research into factors driving ad blocker adoption, the effects of online advertising on brand perception for ad blocker users are not well understood. To approach this white space, we conduct an online survey. We build two groups, ad blocker users and non-users. We then check for significant differences in likeability toward and perceived positive image of the brands the groups saw online ads. In our analysis, we did not find any significant difference neither in the first nor in the second variable between ad blocker users and non-users for when they see online advertising. We conclude that ad blocker users remain interesting targets for advertisers.de_CH
dc.language.isoende_CH
dc.publisherSpringerde_CH
dc.relation.ispartofseriesSmart Innovation, Systems and Technologiesde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectAd annoyancede_CH
dc.subjectAd blockerde_CH
dc.subjectDigital marketingde_CH
dc.subjectOnline advertisingde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleNow you see me : a quantitative study on the effects of ad blocker usage on users’ brand perceptionde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.publisher.placeSingaporede_CH
dc.identifier.doi10.1007/978-981-33-4183-8_56de_CH
zhaw.conference.detailsInternational Conference on Marketing and Technologies (ICMarkTech), Lisbon, Portugal, 8-10 October 2020de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end708de_CH
zhaw.pages.start699de_CH
zhaw.parentwork.editorRocha, Álvaro-
zhaw.parentwork.editorReis, José Luís-
zhaw.parentwork.editorPeter, Marc K.-
zhaw.parentwork.editorCayolla, Ricardo-
zhaw.parentwork.editorLoureiro, Sandra-
zhaw.parentwork.editorBogdanović, Zorica-
zhaw.publication.statuspublishedVersionde_CH
zhaw.series.number205de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.title.proceedingsMarketing and Smart Technologies : Proceedings of ICMarkTech 2020de_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Stallone, V., Rozumowski, A., Pelka, A., Reisig, D., & Pankratz, C. (2021). Now you see me : a quantitative study on the effects of ad blocker usage on users’ brand perception [Conference paper]. In Á. Rocha, J. L. Reis, M. K. Peter, R. Cayolla, S. Loureiro, & Z. Bogdanović (Eds.), Marketing and Smart Technologies : Proceedings of ICMarkTech 2020 (pp. 699–708). Springer. https://doi.org/10.1007/978-981-33-4183-8_56
Stallone, V. et al. (2021) ‘Now you see me : a quantitative study on the effects of ad blocker usage on users’ brand perception’, in Á. Rocha et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2020. Singapore: Springer, pp. 699–708. Available at: https://doi.org/10.1007/978-981-33-4183-8_56.
V. Stallone, A. Rozumowski, A. Pelka, D. Reisig, and C. Pankratz, “Now you see me : a quantitative study on the effects of ad blocker usage on users’ brand perception,” in Marketing and Smart Technologies : Proceedings of ICMarkTech 2020, Mar. 2021, pp. 699–708. doi: 10.1007/978-981-33-4183-8_56.
STALLONE, Valerio, Anna ROZUMOWSKI, Amelie PELKA, Dominik REISIG und Claire PANKRATZ, 2021. Now you see me : a quantitative study on the effects of ad blocker usage on users’ brand perception. In: Álvaro ROCHA, José Luís REIS, Marc K. PETER, Ricardo CAYOLLA, Sandra LOUREIRO und Zorica BOGDANOVIĆ (Hrsg.), Marketing and Smart Technologies : Proceedings of ICMarkTech 2020. Conference paper. Singapore: Springer. 10 März 2021. S. 699–708. ISBN 978-981-33-4182-1
Stallone, Valerio, Anna Rozumowski, Amelie Pelka, Dominik Reisig, and Claire Pankratz. 2021. “Now You See Me : A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception.” Conference paper. In Marketing and Smart Technologies : Proceedings of ICMarkTech 2020, edited by Álvaro Rocha, José Luís Reis, Marc K. Peter, Ricardo Cayolla, Sandra Loureiro, and Zorica Bogdanović, 699–708. Singapore: Springer. https://doi.org/10.1007/978-981-33-4183-8_56.
Stallone, Valerio, et al. “Now You See Me : A Quantitative Study on the Effects of Ad Blocker Usage on Users’ Brand Perception.” Marketing and Smart Technologies : Proceedings of ICMarkTech 2020, edited by Álvaro Rocha et al., Springer, 2021, pp. 699–708, https://doi.org/10.1007/978-981-33-4183-8_56.


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