I am avoiding it! a seniors' perspectives about advertising

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dc.contributor.authorLoureiro, S.
dc.contributor.authorGonçalves, D.
dc.contributor.editorDemetris Drontis, Yaakov Weber and Evangelos Tsoukatos
dc.date.accessioned2022-04-27T11:13:03Z
dc.date.available2022-04-27T11:13:03Z
dc.date.issued2015
dc.date.updated2022-04-27T12:12:36Z
dc.description.abstractThe aims are to analyze (i) the relationship between drivers to ad avoidance among senior viewers and (ii) compare the perceptions about those drivers between TV advertising and YouTube advertising. Findings reveal that irritation seems to be the crucial factor that lead consumers to avoid whacking advertisings. A negative attitude toward advertising and skepticism do not mediate the effect between advertising irritation and avoidance.eng
dc.description.versioninfo:eu-repo/semantics/acceptedVersion
dc.event.date2015
dc.event.locationVeronaeng
dc.event.titleInnovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment
dc.event.typeConferênciapt
dc.identifier.isbn978-9963-711-37-6
dc.identifier.urihttp://hdl.handle.net/10071/25194
dc.journal8th EuroMed Conference of the EuroMed Academy of Business, Conference Book Proceedings
dc.language.isoeng
dc.peerreviewedyes
dc.publisherEuromed press
dc.relationinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FGES%2F00315%2F2013/PT
dc.rightsopen access
dc.subjectSeniors consumerseng
dc.subjectAd avoidanceeng
dc.subjectAd irritationeng
dc.subjectAd skepticismeng
dc.subjectAttitude toward adeng
dc.subjectYouTubeeng
dc.subjectTV advertisingeng
dc.titleI am avoiding it! a seniors' perspectives about advertisingeng
dc.typeconferenceObject
degois.publication.locationVeronaeng
degois.publication.titleI am avoiding it! a seniors' perspectives about advertisingeng
dspace.entity.typePublicationen
iscte.identifier.cienciahttps://ciencia.iscte-iul.pt/id/ci-pub-25959

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