Creator:

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

Contributor:

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

Title:

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

Group publication title:

Management, vol. 28 (2024)

Subject and Keywords:

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.

Publisher:

Zielona Góra: Faculty of Economics and Management Press

Date:

2024

Resource Type:

artykuł

Format:

application/pdf

DOI:

10.58691/man/197329

Pages:

351-376

Source:

Management, vol. 28, no 2 (2024)

Language:

eng

Rights:

Biblioteka Uniwersytetu Zielonogórskiego