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Social media advertising: Factors Influencing Consumer Ad Avoidance

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journal contribution
posted on 21.02.2017, 09:44 by C. Ferreira, Nina MichaelidouNina Michaelidou, Caroline Moraes, M. McGrath
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.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Customer Behavior

Volume

16

Issue

2

Pages

183-201

Citation

FERREIRA, C. ...et al., 2017. Social media advertising: Factors influencing consumer ad avoidance. Journal of Customer Behavior, 16(2), pp.183-201.

Publisher

Westburn Publishers

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

07/12/2016

Publication date

2017-06-01

Notes

This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Customer Behavior, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Customer Behavior, 16(2), pp.183-201, doi:10.1362/147539217X14909733609398 ,https://doi.org/10.1362/147539217X14909733609398

ISSN

1477-6421

eISSN

1475-3928

Language

en