When i feel invaded, i will avoid it: The effect of advertising invasiveness on consumers’ avoidance of social media advertising
Document Type
Journal Article
Publication Title
Journal of Retailing and Consumer Services
Publisher
Elsevier
School
School of Business and Law
RAS ID
35896
Abstract
As companies increasingly use social media as the platform for promoting their products and services, it is critical for consumers to be receptive to social media advertising (SMA). However, consumers may feel invaded when viewing SMA. The literature on advertising invasiveness has focused primarily on consumers’ attention invasiveness (i.e., the interruption of their attention). We argue that such a focus is limited, and we propose space invasiveness as an additional dimension for understanding advertising invasiveness in social media. Data were collected from Chinese consumers, and the results show that space invasiveness had a stronger effect than attention invasiveness did on advertising irritation, and that irritation in turn led to advertising avoidance. Furthermore, psychological ownership moderated the relationship between social influence and space invasiveness. This study provides important guidelines for practitioners to reduce advertising avoidance in social media.
DOI
10.1016/j.jretconser.2020.102320
Access Rights
subscription content
Comments
Niu, X., Wang, X., & Liu, Z. (2021). When i feel invaded, i will avoid it: The effect of advertising invasiveness on consumers’ avoidance of social media advertising. Journal of Retailing and Consumer Services, 58, article 102320. https://doi.org/10.1016/j.jretconser.2020.102320