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Papers by Gloria aznar

Informatics

Website publishers cannot monetize the ad impressions that are prevented by ad-blockers. Publishe... more Website publishers cannot monetize the ad impressions that are prevented by ad-blockers. Publishers can then employ anti-ad-blockers that force users to choose between either accepting ad impressions by whitelisting the website in the ad-blocker, or leaving the website without accessing the content. This study delineates the mechanisms of how willingness to whitelist/leave the website are affected by the request’s sensitivity to recipients as well as the users’ psychological reactance and evaluation of the website advertising. We tested the proposed relationships using an online panel sample of 500 ad-blocker users, who were asked about their willingness to whitelist/leave their favorite online newspaper after receiving a hypothetical anti-ad-blocker request—four alternative requests with different sensitivity levels were created and randomly assigned to the participants. The results confirmed that (a) the request’s sensitivity can improve the recipient’s compliance, (b) users’ psyc...

Revista Iberoamericana de Economía Solidaria e Innovación Socioecológica, 2021

Journal of Business Economics and Management

Ad-supported websites face an increasing loss of monetizable ad impressions due to the rapid spre... more Ad-supported websites face an increasing loss of monetizable ad impressions due to the rapid spread of adblockers, which allow users to get desired website content without unwanted advertising. As a countermeasure, many of these websites use anti-adblock filters, which detect adblock users and prevent their access to website content unless their adblockers are disabled. Users may certainly respond by disabling their adblockers but also by leaving the website or trying to bypass the anti-adblock filter. To better understand the choice among these responses, we propose a conceptual framework that combines psychological reactance theory along with uses and gratifications theory. We also hypothesize the influence of four user-related factors: (a) more positive (negative) attitudes toward online advertising encourage adblocker deactivation (website abandonment); (b) longer adblock usage experiences enable filter bypassing; (c) wider (narrower) scopes of online activities stimulate filter...

Telematics and Informatics, 2018

The rapid spread of ad blockers potentially threatens the sustainability of the hitherto dominant... more The rapid spread of ad blockers potentially threatens the sustainability of the hitherto dominant business model of ad-supported websites, in which users get web content free in return for allowing themselves to be exposed to advertising. Focusing on the users' perspective, this study proposes that (a) adoption of ad blockers is positively influenced by the level of knowledge of their advantageous features; (b) the decision to continue using ad blockers is negatively affected by attitude toward online advertising; and (c) this attitude is positively shaped by perceptions of online advertising's pleasure, credibility, and economic benefits, as well as negatively shaped by perceptions of online advertising's intrusiveness and clutter. We tested these relationships in a survey study among the members of an online panel supported by the Spanish advertising industry, and all the relationships were confirmed within a structural equation model. Our findings provide some implications for online advertising stakeholders. Web publishers and online advertisers may expect that, in the coming years, ad blockers will continue to spread rapidly as a consequence of the extension of their knowledge among Internet users. These stakeholders are thus advised to focus on improving Internet users' experiences with online advertising by reducing those ad characteristics that provoke negative reactions and by strengthening those that are positively evaluated.