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Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Title
Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users
Authors
Chung Y.J.Kim E.
Ewha Authors
Eunice Eun-Sil Kim(김은실)
SCOPUS Author ID
Eunice Eun-Sil Kimscopus
Issue Date
2021
Journal Title
Journal of Promotion Management
ISSN
1049-6491JCR Link
Citation
Journal of Promotion Management vol. 27, no. 1, pp. 1 - 26
Keywords
ad avoidanceconsumer skepticismFacebookNative advertisingsocial networking sites
Publisher
Routledge
Indexed
SCOPUS scopus
Document Type
Article
Abstract
As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs. © 2020 Taylor & Francis Group, LLC.
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DOI
10.1080/10496491.2020.1809590
Appears in Collections:
사회과학대학 > 심리학전공 > Journal papers
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