Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users
- 주제(키워드) ad avoidance , consumer skepticism , Facebook , Native advertising , social networking sites
- 등재 SCOPUS
- 발행기관 Routledge
- 발행년도 2021
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000174888
- 본문언어 영어
- Published As http://dx.doi.org/10.1080/10496491.2020.1809590
- 저작권 이화여자대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs. © 2020 Taylor & Francis Group, LLC.
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