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Title: Social media advertising: Factors Influencing Consumer Ad Avoidance
Authors: Ferreira, C.
Michaelidou, Nina
Moraes, Caroline
McGrath, M.
Keywords: Social media advertising
Advertising avoidance
Controversial adverts
Structural equation modelling
Issue Date: 2017
Publisher: Westburn Publishers
Citation: FERREIRA, C. ...et al., 2017. Social media advertising: Factors influencing consumer ad avoidance. Journal of Customer Behavior, 16(2), pp.183-201.
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.
Description: This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Customer Behavior, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Customer Behavior, 16(2), pp.183-201, doi:10.1362/147539217X14909733609398 ,https://doi.org/10.1362/147539217X14909733609398
Version: Accepted for publication
DOI: 10.1362/147539217X14909733609398
URI: https://dspace.lboro.ac.uk/2134/24186
Publisher Link: https://doi.org/10.1362/147539217X14909733609398
ISSN: 1477-6421
Appears in Collections:Published Articles (Business)

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