Purpose

Message stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance deserves more research attention. The purpose of this study is therefore to identify the underlying mechanism and key variables that affect consumer avoidance of MSA in the context of mobile social media.

Design/methodology/approach

A face-to-face survey was administered to current mobile users of WeChat (N = 438). Structural equation modeling was conducted to test the relationships in the research model.

Findings

Results revealed that mobile consumers employ mechanical avoidance methods (i.e. zipping, muting and zapping) against MSA. The findings also demonstrated that advertising intrusiveness (stimulus) is directly linked to negative emotions, perceived entertainment and sense of control (organism), which, in turn, relate to MSA avoidance (response).

Originality/value

The study contributes to the MSA avoidance literature by using the stimulus-organism-response model to deepen the understanding of consumers' MSA avoidance on mobile social media, and it suggests important managerial implications for advertising practitioners and platform operators.

中文翻译：

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消费者回避移动社交媒体上的消息流广告：刺激-有机体-反应视角

目的

消息流广告 (MSA) 已成为移动社交媒体上越来越流行的广告选择。然而，MSA 经常被消费者回避，这种回避值得更多的研究关注。因此，本研究的目的是确定在移动社交媒体背景下影响消费者避免 MSA 的根本机制和关键变量。

设计/方法论/途径

对当前微信移动用户（N = 438）进行了面对面调查。进行结构方程建模来测试研究模型中的关系。

发现

结果显示，移动消费者采用机械回避方法（即压缩、静音和快速切换）来对抗 MSA。研究结果还表明，广告侵入性（刺激）与负面情绪、感知娱乐和控制感（有机体）直接相关，而这反过来又与 MSA 回避（反应）相关。

原创性/价值

该研究通过使用刺激-有机体-反应模型加深对消费者在移动社交媒体上回避MSA的理解，为MSA回避文献做出了贡献，并为广告从业者和平台运营商提供了重要的管理意义。