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Investigating the determinants behind advertisement-avoidance on social networking sites by Generation Z students in Durban, South Africa.

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dc.contributor.author Richards, Tamsin
dc.date.accessioned 2021-05-06T14:43:10Z
dc.date.available 2021-05-06T14:43:10Z
dc.date.issued 2020
dc.identifier.uri http://iiespace.iie.ac.za/handle/11622/548
dc.description.abstract This study is a qualitative exploration of the factors that cause Generation Z individuals in Durban, South Africa, to avoid advertisements on social networking sites. Generation Z includes those born between 1996 and 2012 and delineates the most technologically advanced generation of individuals. Growing up surrounded by technology, these individuals have unprecedented capacities to avoid advertisements on social networking sites – which is problematic for marketers trying to target them. This study uncovered the determinants responsible for causing Generation Z to avoid advertisements on social networking sites, through the use of secondary research and a questionnaire – which allowed for an in-depth exploration of participants’ subjective determinants of advertisement-avoidance. It was concluded that goal impediment, scepticism, privacy concerns, advertisement clutter, pop-up, video- and engagement advertisements are relevant determinants that cause advertisement-avoidance among Generation Z. The reason that these determinants cause advertisement-avoidance is due to their great tendency to evoke negative emotions and perceptions among Generation Z individuals who engage with them. People’s attitudes towards advertisements are pivotal mediators in determining whether or not they engage with an advertisement – hence in determining an advertisement’s effectiveness. Recommendations have been made, in efforts to further reduce the gaps in this under researched phenomenon. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Generation Z en_US
dc.subject Social media en_US
dc.subject Advertising en_US
dc.subject Advertisements en_US
dc.subject Social networking en_US
dc.title Investigating the determinants behind advertisement-avoidance on social networking sites by Generation Z students in Durban, South Africa. en_US
dc.type Thesis en_US


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