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

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.