Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/25194
Registo completo
Campo DC | Valor | Idioma |
---|---|---|
dc.contributor.author | Loureiro, S. | - |
dc.contributor.author | Gonçalves, D. | - |
dc.contributor.editor | Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos | - |
dc.date.accessioned | 2022-04-27T11:13:03Z | - |
dc.date.available | 2022-04-27T11:13:03Z | - |
dc.date.issued | 2015 | - |
dc.identifier.isbn | 978-9963-711-37-6 | - |
dc.identifier.uri | http://hdl.handle.net/10071/25194 | - |
dc.description.abstract | The 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.language.iso | eng | - |
dc.publisher | Euromed press | - |
dc.relation | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FGES%2F00315%2F2013/PT | - |
dc.rights | openAccess | - |
dc.subject | Seniors consumers | eng |
dc.subject | Ad avoidance | eng |
dc.subject | Ad irritation | eng |
dc.subject | Ad skepticism | eng |
dc.subject | Attitude toward ad | eng |
dc.subject | YouTube | eng |
dc.subject | TV advertising | eng |
dc.title | I am avoiding it! a seniors' perspectives about advertising | eng |
dc.type | conferenceObject | - |
dc.event.title | Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment | - |
dc.event.type | Conferência | pt |
dc.event.location | Verona | eng |
dc.event.date | 2015 | - |
dc.peerreviewed | yes | - |
dc.journal | 8th EuroMed Conference of the EuroMed Academy of Business, Conference Book Proceedings | - |
degois.publication.location | Verona | eng |
degois.publication.title | I am avoiding it! a seniors' perspectives about advertising | eng |
dc.date.updated | 2022-04-27T12:12:36Z | - |
dc.description.version | info:eu-repo/semantics/acceptedVersion | - |
iscte.identifier.ciencia | https://ciencia.iscte-iul.pt/id/ci-pub-25959 | - |
Aparece nas coleções: | BRU-CRI - Comunicações a conferências internacionais |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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conferenceobject_25959.pdf | Versão Aceite | 148,91 kB | Adobe PDF | Ver/Abrir |
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