Perceived intrusiveness and trust in relation to online advertising A qualitative study amongst individuals of the Net Generation

@inproceedings{Beauvillain2013PerceivedIA,
  title={Perceived intrusiveness and trust in relation to online advertising A qualitative study amongst individuals of the Net Generation},
  author={Antoine Beauvillain and Oskar Tiger and Galina Biedenbach},
  year={2013}
}
  • Antoine Beauvillain, Oskar Tiger, Galina Biedenbach
  • Published 2013
The purpose of this qualitative study is to advance an understanding of trust and perceived intrusiveness in online advertising. The theoretical framework in this thesis is based upon theories about trust and intrusiveness that derives from previous research. The theory of psychological reactance is a further constituent. These concepts and theories are… CONTINUE READING