Purpose

Research on social media advertising reactance (SMAR) is in the early stages. This paper intends to present a full picture of SMAR studies, introduce a comprehensive theoretical model (the social media advertising reactance model, SMARM) and provide insights into research and practice.

Design/methodology/approach

This review adopts the concept-driven systematic review approach, identifying 92 articles from four primary academic databases – EBSCO, Elsevier, Web of Science and Google Scholar.

Findings

First, this review offers overviews of five topics: publication trends, the journals publishing research, research methodology, targeted platform and the main theories. Second, based on the framework of psychological reactance, this study proposes the SMARM, identifying and elaborating on four components of the nomological relationship to SMAR: related concepts, antecedents, moderators and consequences.

Practical implications

This research has implications for advertisers, social media platform operators and policymakers by providing a whole picture of SMAR. Moreover, the SMARM could guide the stakeholders to adopt a user-friendly advertising design for the sustainable development of social media advertising (SMA).

Originality/value

By presenting an up-to-date review of SMAR-related research, this paper contributes to the literature of social media, advertising and marketing. Through a comparison with traditional advertising, this paper makes the characteristics of SMA clear. Meanwhile, the SMARM is developed to systematically elaborate on all related elements of SMAR and explain their underlying causal relationships. Future research directions are proposed.

中文翻译：

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社交媒体广告抗性模型：理论综述

目的

社交媒体广告抗性（SMAR）的研究仍处于早期阶段。本文旨在介绍SMAR研究的全貌，介绍一个综合的理论模型（社交媒体广告反抗模型，SMARM），并提供对研究和实践的见识。

设计/方法/方法

这篇综述采用了概念驱动的系统综述方法，从四个主要学术数据库（EBSCO，Elsevier，Web of Science和Google Scholar）中鉴定了92篇文章。

发现

首先，本综述概述了五个主题：出版趋势，出版研究的期刊，研究方法，目标平台和主要理论。其次，基于心理反应的框架，本研究提出了SMARM，确定和阐述了与SMAR的经济学关系的四个组成部分：相关概念，前因，主持人和后果。

实际影响

这项研究通过提供SMAR的全貌，对广告商，社交媒体平台运营商和政策制定者产生了影响。此外，SMARM可以指导利益相关者采用易于使用的广告设计，以实现社交媒体广告（SMA）的可持续发展。

创意/价值

通过提供有关SMAR相关研究的最新评论，本文为社会媒体，广告和营销的文献做出了贡献。通过与传统广告的比较，本文明确了SMA的特征。同时，SMARM的开发旨在系统地阐述SMAR的所有相关元素，并解释其潜在的因果关系。提出了未来的研究方向。