Ad blocking: Adoption discourses and advertising anti-consumption
This study investigates the discourse regarding the use of ad blockers. Three themes emerged regarding this technology based on in-depth interviews with consumers who had activated ad blockers: 1) utonomy and control over advertising influence; 2) Internet interactions: asymmetry, paradoxes, and the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo
2019-07-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | http://www.scielo.br/pdf/rae/v59n3/en_0034-7590-rae-59-03-0170.pdf |