Consumer ethical judgement and controversial advertising avoidance on social media

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Standard

Consumer ethical judgement and controversial advertising avoidance on social media. / Moraes, Caroline; Ferreira, Carlos; Michaelidou, Nina; McGrath, Michelle.

Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. ed. / L. Petruzzellis; R. Winer. Springer, 2016. p. 189-193 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science ).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Harvard

Moraes, C, Ferreira, C, Michaelidou, N & McGrath, M 2016, Consumer ethical judgement and controversial advertising avoidance on social media. in L Petruzzellis & R Winer (eds), Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science , Springer, pp. 189-193. https://doi.org/10.1007/978-3-319-29877-1_42

APA

Moraes, C., Ferreira, C., Michaelidou, N., & McGrath, M. (2016). Consumer ethical judgement and controversial advertising avoidance on social media. In L. Petruzzellis, & R. Winer (Eds.), Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress (pp. 189-193). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science ). Springer. https://doi.org/10.1007/978-3-319-29877-1_42

Vancouver

Moraes C, Ferreira C, Michaelidou N, McGrath M. Consumer ethical judgement and controversial advertising avoidance on social media. In Petruzzellis L, Winer R, editors, Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. Springer. 2016. p. 189-193. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science ). https://doi.org/10.1007/978-3-319-29877-1_42

Author

Moraes, Caroline ; Ferreira, Carlos ; Michaelidou, Nina ; McGrath, Michelle. / Consumer ethical judgement and controversial advertising avoidance on social media. Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. editor / L. Petruzzellis ; R. Winer. Springer, 2016. pp. 189-193 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science ).

Bibtex

@inproceedings{7cae58010cab43c581f35c79a3817882,
title = "Consumer ethical judgement and controversial advertising avoidance on social media",
abstract = "Controversial advertising can be defined as advertising that offends or shocks viewers (Dahl et al. 2003). While some research on the ethical issues linked to controversial advertising offline can be found (Drumwright and Murphy 2009; Fam and Waller 2003), more research is needed on controversial advertising online and whether it may lead to ad avoidance on specific platforms, such as social media. This topic is important for marketers and researchers, given that the proliferation of social media advertising is driving brands to produce adverts which attempt to cut through the ad clutter with the use of controversial appeals (Dahl et al. 2003; Drumwright and Murphy 2009; Fam and Waller 2003; Waller 2005). Thus, this study aims to address this research gap and its objective is to examine the impact of controversial ad perception and consumer ethical judgment on ad avoidance, in the specific context of social media.",
keywords = "Social Media, Purchase Intention, Customer Relationship Management, Ethical Judgment, Social Marketing Campaign",
author = "Caroline Moraes and Carlos Ferreira and Nina Michaelidou and Michelle McGrath",
note = "Moraes C., Ferreira C., Michaelidou N., McGrath M. (2016) Consumer Ethical Judgement and Controversial Advertising Avoidance on Social Media. In: Petruzzellis L., Winer R. (eds) Rediscovering the Essentiality of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. Doi: https://doi.org/10.1007/978-3-319-29877-1_42",
year = "2016",
month = jun,
day = "28",
doi = "10.1007/978-3-319-29877-1_42",
language = "English",
isbn = "78-3-319-29876-4",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science ",
publisher = "Springer",
pages = "189--193",
editor = "L. Petruzzellis and R. Winer",
booktitle = "Rediscovering the Essentiality of Marketing",

}

RIS

TY - GEN

T1 - Consumer ethical judgement and controversial advertising avoidance on social media

AU - Moraes, Caroline

AU - Ferreira, Carlos

AU - Michaelidou, Nina

AU - McGrath, Michelle

N1 - Moraes C., Ferreira C., Michaelidou N., McGrath M. (2016) Consumer Ethical Judgement and Controversial Advertising Avoidance on Social Media. In: Petruzzellis L., Winer R. (eds) Rediscovering the Essentiality of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. Doi: https://doi.org/10.1007/978-3-319-29877-1_42

PY - 2016/6/28

Y1 - 2016/6/28

N2 - Controversial advertising can be defined as advertising that offends or shocks viewers (Dahl et al. 2003). While some research on the ethical issues linked to controversial advertising offline can be found (Drumwright and Murphy 2009; Fam and Waller 2003), more research is needed on controversial advertising online and whether it may lead to ad avoidance on specific platforms, such as social media. This topic is important for marketers and researchers, given that the proliferation of social media advertising is driving brands to produce adverts which attempt to cut through the ad clutter with the use of controversial appeals (Dahl et al. 2003; Drumwright and Murphy 2009; Fam and Waller 2003; Waller 2005). Thus, this study aims to address this research gap and its objective is to examine the impact of controversial ad perception and consumer ethical judgment on ad avoidance, in the specific context of social media.

AB - Controversial advertising can be defined as advertising that offends or shocks viewers (Dahl et al. 2003). While some research on the ethical issues linked to controversial advertising offline can be found (Drumwright and Murphy 2009; Fam and Waller 2003), more research is needed on controversial advertising online and whether it may lead to ad avoidance on specific platforms, such as social media. This topic is important for marketers and researchers, given that the proliferation of social media advertising is driving brands to produce adverts which attempt to cut through the ad clutter with the use of controversial appeals (Dahl et al. 2003; Drumwright and Murphy 2009; Fam and Waller 2003; Waller 2005). Thus, this study aims to address this research gap and its objective is to examine the impact of controversial ad perception and consumer ethical judgment on ad avoidance, in the specific context of social media.

KW - Social Media

KW - Purchase Intention

KW - Customer Relationship Management

KW - Ethical Judgment

KW - Social Marketing Campaign

U2 - 10.1007/978-3-319-29877-1_42

DO - 10.1007/978-3-319-29877-1_42

M3 - Conference contribution

SN - 78-3-319-29876-4

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 189

EP - 193

BT - Rediscovering the Essentiality of Marketing

A2 - Petruzzellis, L.

A2 - Winer, R.

PB - Springer

ER -