Autor:

EssaTayeb, Mesud ; Chebbi, Taha ; Badawi, Aisha ; Ali Toumi, Jamal ; Louail, Bilel

Współtwórca:

Stankiewicz, Janina - red. nacz. ; Preston, Peter- red. jęz. ; Zmyślony, Roman - red. statyst. ; Skalik, Jan - red. ; Moczulska, Marta - red. ; Adamczyk, Janusz- red.

Tytuł:

The impact of Ad overloads perception in social media on Ad avoidance behavior: the mediating effect of social media fatigue and goal impediment

Tytuł publikacji grupowej:

Management, vol. 28 (2024)

Temat i słowa kluczowe:

ad clutter ; ad intrusiveness ; perceived goal impediment ; social media fatigue ; advertising avoidance

Abstract:

Consumers increasingly employ ad-blocking tools and exhibit resistance to traditional marketing tactics, causing significant losses for digital publishers. This study examines the effects of ad clutter and ad intrusiveness on advertising avoidance behavior among social media users, emphasizing the mediating roles of perceived goal impediment and social media fatigue. Utilizing reactance theory and cognitive load theory, the research reveals that ad clutter negatively impacts user attention and recall, contributing to heightened ad avoidance. ; A survey of 358 social media users indicates that both ad clutter and intrusiveness significantly influence users` perceptions of goal impediment and social media fatigue, which in turn affect their likelihood to avoid ads. The findings enhance the understanding of how excessive and intrusive advertising diminishes user engagement and satisfaction on social media platforms, providing actionable insights for marketers aiming to optimize their advertising strategies in increasingly cluttered digital environments.

Wydawca:

Zielona Góra: Faculty of Economics and Management Press

Data wydania:

2024

Typ zasobu:

artykuł

Format:

application/pdf

DOI:

10.58691/man/197329

Strony:

351-376

Źródło:

Management, vol. 28, no 2 (2024)

Jezyk:

eng

Prawa do dysponowania publikacją:

Biblioteka Uniwersytetu Zielonogórskiego