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Advertisement Blindness In Social Media Apps, Nora Szladovics

Master's Theses

Advertisement blindness (ad blindness) is a general term that refers to people’s tendency to automatically and unconsciously ignore advertisements. The phenomenon was originally identified in banner ads, then later in text and native ads on websites. Today, social media is an effective tool for advertisers, yet research investigating users’ interaction habits with social media ads in mobile applications (apps) is unexplored. This study expands the ad blindness concept to mobile social media apps, examining its presence and whether target position has an influence. Further, it investigates the relationship between social media use and ad blindness. Employing a novel approach, the …