Social media advertising: Factors influencing consumer ad avoidance

Ferreira, Carlos and Moraes, Caroline and Michaelidou, Nina and Mcgrath, Michelle (2017) Social media advertising: Factors influencing consumer ad avoidance. Journal of Customer Behaviour, 16 (2). pp. 183-201. ISSN 1477-6421

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Abstract

Social media has become a key field for expansion of advertising. However, despite the enthusiasm of both advertisers and technology providers, intense advertising on social media may result in companies’ messages being lost amongst the ‘noise’. This has led advertisers to create more daring adverts in order to stand out. However, such ‘controversial’ adverts may, subsequently, turn consumers off, leading consumers to avoid ads. This study examines potential factors influencing consumers’ decisions to avoid controversial ads on social media. Using data on social media usage from 273 consumers, a conceptual model of social media ad avoidance antecedents was tested via structural equation modelling. The results show that perceptions of adverts as controversial result in ad avoidance, but this effect is moderated by individual factors, such as ethical judgement. These results reveal noteworthy insights that have significant theoretical and practical implications for researchers in the area, and social media marketers alike.

Item Type: Article
Uncontrolled Keywords: social media advertising
Subjects: C Biological sciences > C815 Business psychology
C Biological sciences > C890 Psychology not elsewhere classified
N Business & administrative studies > N100 Business studies
N Business & administrative studies > N500 Marketing
Departments: Faculty of Humanities and Social Sciences > Psychology
Depositing User: Michelle Cleveland
Date Deposited: 20 Mar 2017 09:21
Last Modified: 15 Nov 2017 15:27
URI: http://repository.winchester.ac.uk/id/eprint/453

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