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.

摘要

避免广告可能是当今营销人员面临的最大挑战之一。这项研究调查了情绪对社交媒体广告回避的影响。它测试了五个前提条件和两种类型的广告回避，从而开发了一种新的广告回避模型。通过对849个Facebook用户的在线调查收集数据，并使用结构方程模型进行分析。这项研究的结果确立了情绪在激活广告回避中的重要作用。这项研究测试并验证了两种类型的广告回避：认知和行为回避（包括机械回避）。此外，研究还确定了五个先决条件：对社交网站作为广告媒介的态度，感知的混乱，对广告的负面口碑，以及两个新的隐私关注和控制结构。这些前因影响情感并规避。