Year-end Sale % OFF 
Abstract
Online media has become a primary platform for brands to reach consumers, but the proliferation of advertisements has led to a surge in ad avoidance behaviors, especially among Generation Z. This study examines the factors influencing Generation Z's ad avoidance behavior on Facebook. Quantitative data from 180 Hanoi-based Gen Z respondents were collected and analyzed using SPSS, while qualitative preliminary research provided additional insights. The findings indicate that perceived goal impediment (PGI), privacy concerns (PC), negative experiences (NE), ad skepticism (AS), and ad overload (AO) significantly contribute to ad avoidance. These results offer valuable implications for online advertisers to improve the effectiveness of their campaigns and reduce ad avoidance among Gen Z consumers.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Scientific Research and Management (IJSRM)
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
