Zeljka Hadija


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

Publication Date


Document Type


Department, Program, or Center

Department of Communication (CLA)


Barnes, Susan

Advisor/Committee Member

Pugliese, Rudy

Advisor/Committee Member

Hair, Neil


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: HF6146.I58 H23 2008


RIT – Main Campus