Social Media Advertising: Factors Influencing Consumer Ad Avoidance

Carlos Ferreira; Nina Michaelidou; Caroline Moraes; Michelle McGrath

doi:10.1362/147539217X14909733609398

Social Media Advertising: Factors Influencing Consumer Ad Avoidance

Carlos Ferreira, Nina Michaelidou, Caroline Moraes, Michelle McGrath

Open University

Research output: Contribution to journal › Article › peer-review

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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.

Original language	English
Pages (from-to)	183-201
Number of pages	19
Journal	Journal of Customer Behaviour
Volume	16
Issue number	2
DOIs	https://doi.org/10.1362/147539217X14909733609398
Publication status	Published - 1 Jun 2017

Bibliographical note

This is the peer reviewed version of the following article: Ferreira, C, Moraes, C, Michaelidou, N & McGrath, M 2017, 'Social Media Advertising: Factors Influencing Consumer Ad Avoidance' Journal of Customer Behaviour, vol 16, no. 2, pp. 183-201, which has been published in final form at https://dx.doi.org/10.1362/147539217X14909733609398 This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.

Keywords

Social media advertising
advertising avoidance
controversial adverts
structural equation modelling

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10.1362/147539217X14909733609398

Post-PrintAccepted author manuscript, 893 KB

Carlos Ferreira
- Research Centre for Business in Society - Assistant Professor Research
Person: Teaching and Research

Cite this

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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{\textquoteright} messages being lost amongst the {\textquoteleft}noise{\textquoteright}. This has led advertisers to create more daring adverts in order to stand out. However, such {\textquoteleft}controversial{\textquoteright} adverts may, subsequently, turn consumers off, leading consumers to avoid ads. This study examines potential factors influencing consumers{\textquoteright} 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.",

keywords = "Social media advertising, advertising avoidance, controversial adverts, structural equation modelling",

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note = "This is the peer reviewed version of the following article: Ferreira, C, Moraes, C, Michaelidou, N & McGrath, M 2017, 'Social Media Advertising: Factors Influencing Consumer Ad Avoidance' Journal of Customer Behaviour, vol 16, no. 2, pp. 183-201, which has been published in final form at https://dx.doi.org/10.1362/147539217X14909733609398 This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.",

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Social Media Advertising: Factors Influencing Consumer Ad Avoidance

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Bibliographical note

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Carlos Ferreira

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