Social Media Advertising: Factors Influencing Consumer Ad Avoidance

Research output: Contribution to journalArticlepeer-review

Standard

Social Media Advertising: Factors Influencing Consumer Ad Avoidance. / Ferreira, Carlos; Michaelidou, Nina; Moraes, Caroline; McGrath, Michelle.

In: Journal of Customer Behaviour, Vol. 16, No. 2, 01.06.2017, p. 183-201.

Research output: Contribution to journalArticlepeer-review

Harvard

APA

Vancouver

Author

Bibtex

@article{dff19f0d6ce44e61af5a0a66f70527b0,
title = "Social Media Advertising: Factors Influencing Consumer Ad Avoidance",
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.",
author = "Carlos Ferreira and Nina Michaelidou and Caroline Moraes and Michelle McGrath",
year = "2017",
month = jun,
day = "1",
doi = "10.1362/147539217X14909733609398",
language = "English",
volume = "16",
pages = "183--201",
journal = "Journal of Customer Behaviour",
issn = "1475-3928",
publisher = "Westburn Publishers",
number = "2",

}

RIS

TY - JOUR

T1 - Social Media Advertising: Factors Influencing Consumer Ad Avoidance

AU - Ferreira, Carlos

AU - Michaelidou, Nina

AU - Moraes, Caroline

AU - McGrath, Michelle

PY - 2017/6/1

Y1 - 2017/6/1

N2 - 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.

AB - 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.

U2 - 10.1362/147539217X14909733609398

DO - 10.1362/147539217X14909733609398

M3 - Article

VL - 16

SP - 183

EP - 201

JO - Journal of Customer Behaviour

JF - Journal of Customer Behaviour

SN - 1475-3928

IS - 2

ER -