To block or not to block? Predictors of ad blocker usage

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2024-09-05 DOI:10.1080/10696679.2024.2398701

Federico de Gregorio, Sydney Chinchanachokchai, Alexa K. Fox

引用次数: 0

Abstract

Despite their growing prevalence, limited academic research exists on predictors of ad blocker software usage. A survey of 299 U.S. Internet users explores potential predictors for ad blocker users...

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屏蔽还是不屏蔽？使用广告拦截器的预测因素

尽管广告拦截软件越来越普遍，但有关广告拦截软件使用预测因素的学术研究却十分有限。一项针对 299 名美国互联网用户的调查探讨了广告拦截器用户的潜在预测因素...

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.