Exploring the social media advertising avoidance behavior through the lens of avoidance motivation theory

Abstract

Purpose

This study investigates advertising avoidance behavior among consumers, specifically in the realm of meta-platforms. It explores the impacts of digital burnout, advertising clutter, perceived advertising risk, and goal impediment on cognitive and behavioral ad avoidance.

Design/methodology/approach

With a sample of 410 respondents, the research employs a comprehensive analysis approach with SEM and CFA, integrating Avoidance Motivation Theory. It examines direct and indirect influences on ad avoidance, mediated by consumer emotions and attitudes. The study highlights the moderating role of content quality in shaping these relationships.

Findings

Significant links were found between digital burnout, clutter, perceived advertising risk, and goal impediment with cognitive and behavioral ad avoidance. The study emphasizes the importance of content quality and suggests strategies that focus on emotional resonance, user alignment, and reduced intrusion.

Practical implications

For advertisers and marketers in digital spaces, the findings recommend strategies promoting healthy technology usage, streamlined advertising content, transparent communication aligned with user goals, and emotionally resonant campaigns to mitigate ad avoidance behaviors.

Social implications

Understanding consumer sentiments aids policymakers in creating conducive advertising models, benefiting both consumers and businesses. This enhances user experiences in digital environments.

Originality/value

The paper distinctively applies the Avoidance Motivation Theory to the context of avoiding social media advertisements, thereby uncovering the causes of negative consumer emotions and attitudes, and highlighting the crucial role of content quality as a means to counteract these adverse reactions.

Citation

Pahari, S., Bandyopadhyay, A. and Manna, A. (2024), "Exploring the social media advertising avoidance behavior through the lens of avoidance motivation theory", Kybernetes, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/K-02-2024-0309