Advertising Avoidance Research Articles

Advertisement avoidance and algorithmic media: The role of social media fatigue, algorithmic literacy and privacy concerns

This paper investigates the intricate dynamics of advertising avoidance within social media platforms, emphasising the roles of social media fatigue, privacy concerns and algorithmic media content awareness. With the pervasive influence of algorithms in curating user experiences, this research explores how these technological underpinnings, alongside users’ privacy apprehensions and the exhaustion from continuous media consumption, contribute to the growing tendency to bypass advertisements. Through a comprehensive review of literature and empirical analysis, the paper delineates the nuanced interplay between personalisation technologies and user engagement, offering insights into the psychological constructs that drive advertising avoidance behaviours. The findings underscore the need for a balanced approach in digital advertising, advocating for strategies that respect user privacy, mitigate social media fatigue and foster transparency in algorithmic content curation. This study not only broadens the academic discourse on digital advertising resistance but also provides practical implications for marketers aiming to navigate the complex landscape of consumer engagement in algorithm-driven media environments. The paper also addresses the challenge of balancing commercial interests with user satisfaction, encouraging innovative solutions for enhancing user engagement without compromising privacy or contributing to media fatigue. Through its comprehensive approach, the research provides valuable insights for academics and practitioners alike, suggesting future directions for developing more sustainable models of digital advertising that align with evolving user expectations and technological advancements.

Factors Affecting the Avoidance of Online Advertising on Facebook of Gen Z in Hanoi

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.

Surveillance in the Advertising Landscape: Application of the DEAL Framework to Investigate Online Behavioral Advertising, Surveillance, and Users’ Responses on Instagram

Technology has allowed the creation of granular-level data that can provide detailed insights and analysis on consumers. This level of data allows marketers and advertisers to make better-informed decisions about their target consumers and tailor their strategies to specific customer segments. With an online experiment (N = 236), we examined how increased personalization of advertisements—more precisely the case of online behavioral ads (OBA) based on the brand match (vs. mismatch) and product match (vs. mismatch) with a previous web search—impacts consumers’ responses, avoidance, and attitudes mediated by perceived surveillance. The study found that perceived surveillance increases with brand match, leading to increased advertising avoidance and less positive attitudes toward the ad, product, and brand, but no relationship was found between product match and perceived surveillance, nor did it reveal an interaction effect between brand and product mismatch on perceived surveillance. This research contributes to theory by considering perceived surveillance as an antecedent to users’ responses and presents a framework to understand people’s perceptions of increased specificity of OBA ads based on previous web searches. Additionally, this study amplifies both the need to understand consumers’ responses to increased personalization and the need to balance consumers’ privacy with effective advertising strategies.

Predicting Online Advertisement Avoidance for the Google Ads System Selected Antecedents and Outcome

Indonesia is the third-largest country that utilizes ad-blockers, despite online advertising there expanding quickly. In addition to consumers generally viewing internet use as common. This study aimed to examine how prior bad experiences and perceived goal impediments affect online advertisement avoidance. Students who used the internet the most during the Covid-19 pandemic in 2021 were chosen as research participants. The F-test demonstrated that perceived aim hindrance, advertisement clutter, and prior terrible experience all impacted advertisement avoidance simultaneously using the Partial Least Square - Structural Equation Modeling (PLS-SEM) technique. The results are anticipated to guide marketing professionals and businesses in choosing how to develop and arrange adverts that are precisely on target without upsetting internet users. The results of this study should help policymakers assess how to create a welcoming and secure online environment.

How do mobile app users react to embedded advertising? A perspective from psychological reactance theory

ABSTRACT This study investigated the effects of in-app advertisements (in-app ads) on user responses based on psychological reactance theory. Three types of in-app ads were categorised: banners, pop-up graphics and pop-up video clips. The study also examined the moderating effect of prior negative experiences on the relationship between in-app ad appearance and advertising clutter and in-app ad appearance and advertising scepticism. A total of 1,343 valid questionnaires were collected for each type of in-app ad. Structural equation modelling (SEM) analysis revealed that the duration and frequency of different ads had distinct effects on users' negative psychological reactance, leading to behaviours of ignoring and resisting the ads. Moreover, advertising clutter not only positively influenced advertising scepticism but also increased advertising avoidance, subsequently impacting both the tendency to ignore and resist the advertised content. Prior negative experiences played a moderating role in the banner and pop-up graphic ad models. In conclusion, this study recommends that app developers avoid overwhelming sensory stimulation when displaying ads to reduce the complexity of visual perception. Improving content innovation can help minimise users perceiving the ads as obtrusive. Furthermore, emphasising the relevance of advertisements by integrating them effectively with app functions can increase user ad acceptance.

How Social Presence Influences Engagement in Short Video-Embedded Advertisements: The Serial Mediation Effect of Flow Experience and Advertising Avoidance

Short video platforms have problems with increased competition and low advertising conversion rates. Although social presence is closely related to consumer engagement, research regarding the impact of social presence on consumer engagement in short video-embedded advertisements is sparse. We developed a theoretical model, namely a social presence–flow experience–advertising avoidance–advertising engagement model, and explored the mechanism underlying advertising engagement from a psychological and behavioral perspective. The analysis of 563 short video users revealed that the model exhibited excellent explanatory power for advertising engagement (R2 = 41.3%). Social presence can increase consumers’ advertising engagement by enhancing flow experience and reducing advertising avoidance. Meanwhile, the flow experience, by diminishing advertising avoidance, generates a serial mediation effect between social presence and advertising engagement. This study emphasizes social presence’s applicability and influence mechanism in short video-embedded advertisements, a unidirectional information delivery. It provides new theoretical perspectives and practical advice for relevant practitioners.

An integrated theoretical framework based on the SOMR model

Advertising avoidance is resistance to advertising intrusion. This issue has been the subject of much academic research in recent years. To guide future scholars to better carry out relevant research and promote enterprises to better implement advertising activities, this study intends to summarize the relevant research on advertising avoidance in recent years. The specific method is to use the core literature meta-analysis method to identify, filter and screen relevant literature published in core journals from 1997 to 2020 with the keywords advertising avoidance and advertising resistance. We review the collected articles from the perspectives of external stimulating factors of advertising avoidance, internal perception factors of advertising avoidance, and moderating factors of advertising avoidance. On this basis, the SOMR model of advertising avoidance is constructed according to the SOR model. Finally, some prospects for future related research are given.

Effects of Risk Attitude and Time Pressure on the Perceived Risk and Avoidance of Mobile App Advertising among Chinese Generation Z Consumers

Generation Z (Gen Z) consumers require special consideration because they are a distinct demographic, are less receptive to mobile advertising, and have not been thoroughly studied. This study seeks to advance ad avoidance research by creatively examining Gen Zers’ perceived ad risk and ad avoidance in mobile applications (apps) and the role that risk attitude and time pressure play in these phenomena. The formal study was conducted in March 2023 via an online survey, and 312 sample data were identified for data analysis. It was found that there is a positive relationship between Gen Zers’ perceived risk and their avoidance of app advertising, with time, performance, and privacy risks being the primary advertising risks. Gen Zers perceive higher advertising risk when they are under time pressure or are risk-averse, and time pressure is a more vital indicator of perceived risk than risk attitude. Time pressure also significantly affects mechanical avoidance (e.g., using an ad blocker) more than behavioral avoidance. Still, the risk attitude only positively affects Gen Zers’ behavioral avoidance of app ads. This study concludes that ad avoidance can be reduced by reducing users’ perceived risk and time pressure. Also, ads should be placed based on consumers’ risk attitude. Future research needs to validate these findings in other cultures, compare Gen Z to other generations, and consider the consequences of ad avoidance.

Influencing Factors and Models of the Millennial Generation’s Willingness to Use Smart TV

With young people becoming the main purchase force in the smart TV industry, their user experience of smart TV is highly valued. However, the use rate and preference of the youth for TV are low at present. What is the reason for their pessimistic willingness to use TV? Focusing on the influencing factors of the millennial generation’s willingness to use a smart TV, this paper theoretically based on the technology acceptance model (TAM) and advertisement avoidance model introduces the free mindset, constructs the model, and puts forward research hypotheses, so as to analyze this phenomenon from the perspectives of communication, behavioral science, and social psychology. It is shown that perceived usefulness, perceived ease of use, perceived goal impediment, and perceived advertising clutter are important independent variables that affect millennial willingness to use the smart TV. Consistent with previous research conclusions, perceived usefulness still acts as a key intermediary variable in the TAM model. In addition, the study also found that the free mindset has a significantly positive impact on the willingness to use, but there is no moderating effect in this model.

Effects of a branded webtoon on ad avoidance: The persuasion knowledge model of dual experiences

ABSTRACT This study explored factors influencing advertising avoidance in the context of brand webtoons (i.e., a digital cartoon format of stories on online platforms) originated in South Korea. We conducted a survey (n = 242) to investigate the relationship between webtoon familiarity, empathy, brand experience (i.e., intellectual experience, affective experience), persuasion knowledge (PK), and ad avoidance. Considering brand experiences as key mediating variables, hierarchical relationships are investigated. The findings showed that webtoon familiarity influenced empathy of brand webtoons which in turn leads to intellectual and affective experiences. Intellectual experiences increased persuasion knowledge, and affective experiences decreased persuasion knowledge. Affective experiences are also found to decrease ad avoidance. Finally, persuasion knowledge increased ad avoidance. These results suggested specific academic implications of covert marketing, and managerial implications are also discussed.

Avoiding pre-roll ads: Predictors of online video consumption

Pre-roll ads are the most prevalent online video advertising format. They are often compulsory and may induce advertising avoidance. The current study introduces two new variables into an existing advertising avoidance model to delineate the avoidance phenomenon in pre-roll ads. The results of a survey with a national sample of 513 individuals showed that prior negative experiences, perceived goal obstacles, ad length, ad clutter, and the presence of others influenced online video advertising avoidance. In addition, social factors influenced ad avoidance, both online and offline. The theoretical and managerial implications of these findings are considered.

The in-feed native advertising avoidance mechanism and re-targeting strategy based on user dynamic information processing mode

The in-feed native advertising avoidance mechanism and re-targeting strategy based on user dynamic information processing mode

중국 소셜미디어에서 사용자의 프라이버시 우려가 광고회피에 미치는 영향

중국 소셜미디어에서 사용자의 프라이버시 우려가 광고회피에 미치는 영향

Effect of Pop-Up Advertising and Perceived Intrusiveness on Brand Awareness and Advertising Avoidance With Advertising Value As A Moderation Factor

The high usage statistics for Youtube make this social media used by companies for advertising. But society has a different attitude in dealing with online advertising. This research aims (1) to analyze the effect of pop-up ads on perceived intrusiveness; (2) to analyze the influence of perceived intrusiveness on brand awareness; (3) to analyze the effect of perceived intrusiveness on advertisement avoidance; and (4) to analyze the role of advertising value in moderating the influence between perceived intrusiveness and avoidance of advertising. This study is a conclusive quantitative study with 120 respondents.The results of the study found that the more pop-up ads that were considered annoying, causing feelings of annoyance, and the ads were avoided, the higher the level of disturbance felt by respondents (Youtube viewers), the greater the opportunity to avoid ads that appeared, the more disturbances felt, the will attract more attention and web advertising content has a greater chance to be easily remembered by the audience, the value of the advertisement is able to reduce a person's chances of avoiding advertisements for the perceived distraction with the advertisement itself.

Refined Information Service Using Knowledge-Base and Deep Learning to Extract Advertisement Articles from Korean Online Articles

We live amidst a flood of information in the internet and digital revolution era. Due to such indiscriminate information access, there are many problems in accurately recognizing the information desired by the user. Moreover, there are many difficulties with finding accurate information and the articles that individuals want due to indiscriminate advertisements in various online papers such as SNS and internet newspapers. Negative experiences with these advertisements lead to advertisement avoidance; if media users avoid advertisements, the media’s existence is threatened. This system aims to provide high-quality online articles, excluding promotions, by designing a system using a knowledge-based management system (KBMS) and Deep Learning system to solve the problems of advertisement. In other words, this system compares advertisement phrases or general keywords related to a specific company and product promotion with the contents to be searched in the database system of the knowledge-based management service.

Privacy concerns and avoidance behaviour towards data-driven online behavioural advertising

PurposeWith the developments of the digital era and considerable developments in ICT, advertisers are leveraging data-driven forms of online advertising to target consumers individually. The present study integrates privacy concerns with the constructs from the persuasion knowledge model to investigate consumer avoidance of online behavioural advertising (OBA).Design/methodology/approachThe study employed an online survey method for data collection using a sample size of 345. Reliability and validity of the measurement scales were ensured, and hypotheses developed were tested through PLS-SEM using SMART PLS.FindingsThe results show that persuasion knowledge is a significant predictor of perceived benefits, perceived risks and privacy concerns. Also, privacy concern was found to significantly mediate persuasion knowledge-avoidance behaviour and perceived risk-avoidance behaviour. On the other hand, the perceived benefit was not found significant in influencing privacy concerns for OBA.Practical implicationsThe present study is one of the initial attempts to understand the level of knowledge Indian consumers hold about OBA and how they evaluate and respond to these data-driven forms of advertising. The current study helps advance knowledge of the field and the theories used. Future studies might look at the effect of various demographic and psychographic aspects on consumer avoidance of OBA.Originality/valueAs the country is shifting to digital, it becomes really important to understand the privacy concerns that people perceive in regard with the current advertising practices.

Avoidance and Acceptance of Native Advertising on Social Media: Applications of Consumer Social Intelligence, Persuasion Knowledge, and the Typology of Consumer Responses

Despite its growing popularity and importance, little research has been done to understand what mechanism drives consumers to avoid or accept native advertising on social media. This study applied the ideas of consumer social intelligence, persuasion knowledge (PK), and the typology of consumer response strategy to examine how consumers’ naive theory of persuasion is associated with their evaluation of the persuasion, which in turn relates with sentry-seeker response strategy to native ads on social media. The results of an online survey (n = 503) revealed that consumers’ naive theory about digital advertising is significantly associated with their skepticism but not with perceived fairness. Both skepticism and fairness, however, are interchangeably related to manipulative (irritation and intrusiveness) and cooperative (entertainment and informative value) evaluations to native ads, which in turn have crossover relationships with the sentry (avoidance) and seeker (acceptance) response strategies. Interestingly, consumers’ skepticism was directly and negatively associated with their seeker strategy. Theoretical and practical implications are discussed.

The Effect of Awareness on the Behavior of Advertisement on Social Network Basis for Cosmetic Products Line

The study examines the factors affecting the perception and interaction behavior with advertising cosmetic products. The authors used SPSS and Smart PLS software to conduct statistics and analyze survey results. The results of data analysis show that there are 5 factors that directly affect the perception of avoidance: Health concerns; Doubts about advertising intermediaries; Privacy concerns; Information value; Obstructing cognitive goals. The factor that directly affects Avoidant Behavior is Perception of avoidance, there are 5 factors that indirectly affect Avoidant Behavior: Health concerns; Doubts about advertising intermediaries; Privacy concerns; Information value; Obstructing cognitive goals. At the same time, the research also shows that negative experiences do not affect the impact process from Avoidant Perception to Avoidant Behavior. This study has important practical elements for businesses, managers and even social network users in reducing users' awareness and avoidance of advertising.

The Role of Celebrity Endorsements in Breaking Advertising Clutter and reducing Advertising Avoidance on Social Media Networks

In the light of the business environment dominated by marketing noise and advertisements that surround us from every angle, relying on the popularity of social networks has become insufficient to pass advertising messages into the minds of the customers. We live today amid a sea of advertising clutter that undermined the efforts of marketers in conveying their voices to target customers. Besides, technology has given customers greater opportunities to choose the appropriate way to deal with advertising messages, whether by ignoring or blocking them. Therefore, the study sought to reveal the extent of the existence of advertising clutter on social media networks and its relationship to advertising avoidance, and then determine the role that celebrity endorsement can contribute to breaking this clutter and reducing advertising avoidance. The study adopted the quantitative approach in measuring its variables by surveying a large sample of Iraqi social network users, which numbered (837) respondents. The study concluded that advertising clutter on social networks has reached unjustified and unwelcome levels. Moreover, the results confirmed that the celebrity endorsement strategy has a prominent role in penetrating clutter and reducing advertising avoidance.

Personalized vs non-personalized recommendations: how recommender systems, recommendation sources and recommendation platforms affect trial of YouTube videos among digital natives in Saudi Arabia

Purpose This study aims to examine the difference between personalized and non-personalized recommendations in influencing YouTube users’ video choices. In addition, whether men and women have a significant difference in using recommendations was compared and the predictors of recommendation video use frequency were explored. Design/methodology/approach A survey of 524 Saudi Arabia college students was conducted using computer-assisted self-administered interviews to collect their video recommendation sources and how likely they follow the recommendation from different sources. Findings Video links posted on social media used by the digital natives were found as the most effective form of recommendation shows that social approval is important in influencing trials. Recommendations can succeed in both personalized and non-personalized ways. Personalized recommendations as in YouTube recommended videos are almost the same as friends and family’s non-personalized posting of video links on social media in convincing people to watch the videos. Contrary to expectations, Saudi men college students are more likely to use recommendations than women students. Research limitations/implications The use of a non-probability sample is a major limitation and self-reported frequency may result in over- or under-estimation of video use. Practical implications Marketers will realize that they may not need the personalized recommendation from the large site. They can use social media recommendations by the consumers’ friends and family. E-mail is the worst platform for a recommendation. Social implications Recommendation is a credible source and can overcome the avoidance of advertising. Its influence on consumers will be increasing in years to come with the algorithmic recommendation and social media use. Originality/value This is the first study to compare the influence of different online recommendation sources and compare personalized and non-personalized recommendations. As recommendation is growing more and more important with algorithm development online, the study results have high reference values to marketers in Islamic countries and beyond.