A carregar...
Publicação
Digital advertising avoidance : a segmentation approach applied to the portuguese context
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.56 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Com o advento da internet, os consumidores ficaram muito mais expostos à publicidade, sobretudo no meio digital. No entanto, muitos anúncios digitais têm vindo a ser ignorados, descartados, obstruídos através de ad blockers e, em geral, evitados.
O presente estudo procura entender os fatores que explicam o fenómeno referido, especificamente se a interrupção ou distração do consumidor, perceção de irritação ou personalização e preocupação com a privacidade conduzem a tal. Além disso, a investigação procura, numa tentativa preliminar, segmentar os diferentes grupos de "evitadores" de publicidade digital e ainda compreender o panorama do uso de ad blockers em Portugal.
Este estudo explanatório e exploratório foi realizado adotando uma abordagem quantitativa e uma amostragem não-probabilística. Os dados foram recolhidos de 536 utilizadores de internet através de um questionário online.
Os resultados confirmam que evitar anúncios é uma resposta comum, sendo mais propensa aos consumidores que os acham irritantes ou disruptivos e se preocupam com privacidade. No entanto, o aumento da personalização percebida conduz à redução em evitar anúncios. A análise de clusters sugere a existência de três tipos de "evitadores", embora evitar anúncios seja visível em apenas dois deles. Relativamente a ad blockers, a maioria da amostra usa ou já os usou.
Academicamente, esta dissertação fornece conhecimentos relevantes à temática de evitar publicidade digital. Para os profissionais de publicidade, os resultados permitem uma compreensão da perspetiva dos consumidores e respostas face à publicidade digital, o que facilita o desenvolvimento de conteúdo digital adequado de forma a diminuir comportamentos de evitar anúncios.
With the advent of the internet, consumers became more exposed to advertising, especially in the digital domain. However, many digital ads have been ignored, discarded, blocked with online ad blocking tools and, generally, avoided. The present research seeks to understand the reasons that explain the ad avoidance phenomenon, specifically, if consumer disruption, distraction, perceived irritation, personalization or privacy concerns lead to it. Moreover, this research aims, in a preliminary attempt, to segment the different groups of digital ad avoiders and to understand the ad blocking use panorama in Portugal. This explanatory and exploratory research was conducted by adopting a quantitative approach and non-probability sampling. With an online questionnaire, all data was collected from 536 internet users. The findings confirm digital ad avoidance as a common response and indicate that consumers who find ads irritating or disruptive and are concerned with their privacy are more likely to avoid them, while a higher perception of personalization leads to reduced ad avoidance. The cluster analysis suggested the existence of three different groups of ad avoiders, even though ad avoidance is visible only in two. Regarding the ad blocking outlook, most of the sample was found to use or have used these applications. Academically, this dissertation provides relevant insights to the digital ad avoidance literature. For advertising practitioners, the results allow an understanding of consumers' views and responses towards digital advertising, which enables the development of adequate digital content that can decrease ad avoidance levels.
With the advent of the internet, consumers became more exposed to advertising, especially in the digital domain. However, many digital ads have been ignored, discarded, blocked with online ad blocking tools and, generally, avoided. The present research seeks to understand the reasons that explain the ad avoidance phenomenon, specifically, if consumer disruption, distraction, perceived irritation, personalization or privacy concerns lead to it. Moreover, this research aims, in a preliminary attempt, to segment the different groups of digital ad avoiders and to understand the ad blocking use panorama in Portugal. This explanatory and exploratory research was conducted by adopting a quantitative approach and non-probability sampling. With an online questionnaire, all data was collected from 536 internet users. The findings confirm digital ad avoidance as a common response and indicate that consumers who find ads irritating or disruptive and are concerned with their privacy are more likely to avoid them, while a higher perception of personalization leads to reduced ad avoidance. The cluster analysis suggested the existence of three different groups of ad avoiders, even though ad avoidance is visible only in two. Regarding the ad blocking outlook, most of the sample was found to use or have used these applications. Academically, this dissertation provides relevant insights to the digital ad avoidance literature. For advertising practitioners, the results allow an understanding of consumers' views and responses towards digital advertising, which enables the development of adequate digital content that can decrease ad avoidance levels.
Descrição
Mestrado em Marketing
Palavras-chave
web evitar anúncios publicidade digital segmentação ad blocking ad avoidance digital advertising segmentation
Contexto Educativo
Citação
Silva, Marco Alexandre da Cunha (2017). "Digital advertising avoidance : a segmentation approach applied to the portuguese context". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão