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Feel, think, avoid: Testing a new model of advertising avoidance
Kelly, Louise Kerr, Gayle Drennan, Judy Fazal-e-Hasan, Syed Muhammad
Kelly, Louise
Kerr, Gayle
Drennan, Judy
Fazal-e-Hasan, Syed Muhammad
Abstract
Advertising avoidance is perhaps one of the greatest challenges facing marketers today. This study investigates the impact of emotions on advertising avoidance in social media. It tests five antecedents and two types of advertising avoidance, developing a new model of advertising avoidance. Data were collected via an online survey of 849 Facebook users and analyzed using structural equation modeling. The results of this study establish the important role of emotion in activating advertising avoidance. The study tests and validates two types of advertising avoidance: cognitive and behavioral (which includes mechanical). Further, the research also identifies five antecedents: attitude to social networking sites as an advertising medium, perceived clutter, negative word-of-mouth about advertising, and two new constructs of privacy concerns and control. These antecedents impact emotion and enact avoidance.
Keywords
advertising avoidance, affective response, cognitive avoidance, behavioral avoidance, social media, privacy
Date
2019
Type
Journal article
Journal
Journal of Marketing Communications
Book
Volume
27
Issue
4
Page Range
343-364
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled