Advertising in online social networks is a major unexplored advertising area. However, interactivity on the Internet shifts the ways in which users perceive advertising, and whether they perceive it at all. This research study focuses on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online. Through the personal in-depth interviews, using Zaltman Metaphor Elicitation Technique, it has been revealed that only 20% of online social network users notice advertisements while using online social networks. The content found in online social networks inhibits viewing advertisements. This research study does not offer solutions to that problem, but simply states the users’ views.
Library of Congress Subject Headings
Internet advertising--Public opinion; Online social networks--Research; College students--Attitudes
Department, Program, or Center
Department of Communication (CLA)
Hadija, Zeljka, "Perceptions of advertising in online social networks: In-depth interviews" (2008). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus