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When I feel invaded, I will avoid it: The effect of advertising invasiveness on consumers’ avoidance of social media advertising

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  • Niu, Xingchen
  • Wang, Xuequn
  • Liu, Zilong

Abstract

As companies increasingly use social media as the platform for promoting their products and services, it is critical for consumers to be receptive to social media advertising (SMA). However, consumers may feel invaded when viewing SMA. The literature on advertising invasiveness has focused primarily on consumers’ attention invasiveness (i.e., the interruption of their attention). We argue that such a focus is limited, and we propose space invasiveness as an additional dimension for understanding advertising invasiveness in social media. Data were collected from Chinese consumers, and the results show that space invasiveness had a stronger effect than attention invasiveness did on advertising irritation, and that irritation in turn led to advertising avoidance. Furthermore, psychological ownership moderated the relationship between social influence and space invasiveness. This study provides important guidelines for practitioners to reduce advertising avoidance in social media.

Suggested Citation

  • Niu, Xingchen & Wang, Xuequn & Liu, Zilong, 2021. "When I feel invaded, I will avoid it: The effect of advertising invasiveness on consumers’ avoidance of social media advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s096969892031328x
    DOI: 10.1016/j.jretconser.2020.102320
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    References listed on IDEAS

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    2. Cao, Xinyue & Qu, Zhirui & Liu, Yan & Hu, JiaJing, 2021. "How the destination short video affects the customers' attitude: The role of narrative transportation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    3. Khan, Asad & Rezaei, Sajad & Valaei, Naser, 2022. "Social commerce advertising avoidance and shopping cart abandonment: A fs/QCA analysis of German consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Sharma, Manu & Kaushal, Deepak & Joshi, Sudhanshu, 2023. "Adverse effect of social media on generation Z user's behavior: Government information support as a moderating variable," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    6. Hussain, Sajjad & Raza, Ali & Haider, Ali & Ishaq, Muhammad Ishtiaq & Talpur, Qurat-ul-ain, 2023. "Fear of missing out and compulsive buying behavior: The moderating role of mindfulness," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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