Publicité intrusive sur Internet: une étude exploratoire des profils de résistance

Inès Chouk and Denis Guiot
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Inès Chouk: THEMA - Théorie économique, modélisation et applications - UPN - Université Paris Nanterre - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique
Denis Guiot: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article focuses on the practices of resistance to intrusive advertising on the Internet. The analysis of 19 interviews reveals the existence of different resistance profiles when exposed to interstitial: functional resistance, ideological resistance, conative avoidance and non-resistance. From a managerial point of view, this typology is interesting for two main reasons. On the one hand, it is a decision tool when choosing an advertising format that takes into account oppositional responses to perceived intrusion. On the other hand, it provides a better understanding of the cyber-resistance movement due mainly to an increasingly perceived level of online advertising intrusion.

Keywords: Publicité intrusive; Interstitiels; Internet; Resistance; Intrusive advertising; Interstitial; Web marketing (search for similar items in EconPapers)
Date: 2014-09
Note: View the original document on HAL open archive server: https://hal.science/hal-01649746v1
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Published in 13ème journée de recherche sur le e-marketing / marketing digital, Sep 2014, Paris, France. pp.21

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01649746

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