The effect of advertising relevance on avoidance with advertising engagement
Perceived intrusiveness as mediation variable
DOI:
https://doi.org/10.20525/ijrbs.v11i3.1731Keywords:
Ads relevance, Ads engagement, Ads perceived intrusiveness, Ads avoidance.Abstract
Despite many studies on online advertising and its effects, there are still few studies that try to examine the avoidance of advertising by a person. However, the number of advertisements that appears will make someone feel annoyed and trigger avoidance behavior towards the advertisement they see. Referring to psychological reactance theory, advertising can become a nuisance when it is considered unrelated and interferes with a person's freedom to access media which in turn can trigger avoidance behavior in an effort to regain his freedom. Using psychological reactance theory, the aim of this research was to further investigate the relationship between advertising linkage and advertising avoidance behavior mediated by advertising distraction and advertising engagement variables. This research uses Instagram as the object of research. Instagram was chosen because it is a social media whose number of users is growing every year and this is what triggers many marketers to place ads on Instagram. Respondents in this research were Instagram users who had avoided advertisements that appeared on their accounts, determining the number of samples in this research using a purposive sampling technique with a sample of 160 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS-SEM.
Downloads
References
Bang, H., Kim, J., & Choi, D. (2018). Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation. Computers in Human Behavior, 89(July), 70–78. https://doi.org/10.1016/j.chb.2018.07.020 DOI: https://doi.org/10.1016/j.chb.2018.07.020
Brehm, S. S., & Brehm, J. W. (1981). Psychological Reactance: A Theory of Freedom and Control. New York: Academic Press.
Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension Processes. Journal of Consumer Research, 15(2), 210. https://doi.org/10.1086/209158 DOI: https://doi.org/10.1086/209158
Choi, Y. S., & Yu, S. (2018). 5939-JEAS AKASH on the effect of engagement attributes of virtual advertising on advertising avoidance: the mediated effects of perceived intrusiveness. Journal of Advanced Research in Dynamical and Control Systems, 10(14 Special Issue), 18–25.
Dodoo, N. A., & Wen, J. (2019). A Path to Mitigating SNS Ad Avoidance: Tailoring Messages to Individual Personality Traits. Journal of Interactive Advertising, 19(2), 116–132. https://doi.org/10.1080/15252019.2019.1573159 DOI: https://doi.org/10.1080/15252019.2019.1573159
Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83–95. https://doi.org/10.1080/00913367.2002.10673678 DOI: https://doi.org/10.1080/00913367.2002.10673678
Fu, S., Li, H., Liu, Y., Pirkkalainen, H., & Salo, M. (2020). Social media overload, exhaustion, and use discontinuance: Examining the effects of information overload, system feature overload, and social overload. Information Processing and Management, 57(6), 102307. https://doi.org/10.1016/j.ipm.2020.102307 DOI: https://doi.org/10.1016/j.ipm.2020.102307
Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements do length, informativeness, and humor help (or hinder) marketing outcomes? Journal of Advertising Research, 55(1), 37–50. https://doi.org/10.2501/JAR-55-1-037-050 DOI: https://doi.org/10.2501/JAR-55-1-037-050
Guo, Y., Lu, Z., Kuang, H., & Wang, C. (2020). Information avoidance behavior on social network sites: Information irrelevance, overload, and the moderating role of time pressure. International Journal of Information Management, 52(July 2019), 102067. https://doi.org/10.1016/j.ijinfomgt.2020.102067 DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102067
Ha, L., & McCann, K. (2008). An integrated model of adevertising clutter in offline and online media. International Journal of Advertising, 27(4), 569–592. https://doi.org/10.2501/S0265048708080153 DOI: https://doi.org/10.2501/S0265048708080153
Höglund, G., & Syvertsson, A. (2018). The causes and effects of native advertising clutter in social media. 1–60.
Jung, A. R. (2017). The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern. Computers in Human Behavior, 70, 303–309. https://doi.org/10.1016/j.chb.2017.01.008 DOI: https://doi.org/10.1016/j.chb.2017.01.008
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites. Journal of Interactive Advertising, 10(2), 16–27. https://doi.org/10.1080/15252019.2010.10722167 DOI: https://doi.org/10.1080/15252019.2010.10722167
Kim, J., Lee, J., Jo, S., Jung, J., & Kang, J. (2015). Magazine Reading Experience and Advertising Engagement. Journalism and Mass Communication Quarterly, 92(1), 179–198. https://doi.org/10.1177/1077699014559914 DOI: https://doi.org/10.1177/1077699014559914
Kim, J., Ahn, S. J. (Grace), Kwon, E. S., & Reid, L. N. (2017). TV advertising engagement as a state of immersion and presence. Journal of Business Research, 76, 67–76. https://doi.org/10.1016/j.jbusres.2017.03.001 DOI: https://doi.org/10.1016/j.jbusres.2017.03.001
Li, B., & Yin, S. (2021). How perceived control affects advertising avoidance intention in a skippable advertising context: a moderated mediation model. Chinese Journal of Communication, 14(2), 157–175. https://doi.org/10.1080/17544750.2020.1776743 DOI: https://doi.org/10.1080/17544750.2020.1776743
Mercanti-Guérin, M. (2020). The improvement of retargeting by Big Data: a decision support that threatens the brand image?? European Journal of Marketing and Economics, 5(2), 153–165.
Petrovici, D. A., Marinova, S. T., & Marinov, M. A. (2017). Perceived advertising intrusiveness and avoidance in emerging economies: The case of China. Research Handbook of Marketing in Emerging Economies, 125–145. https://doi.org/10.4337/9781784713171.00014 DOI: https://doi.org/10.4337/9781784713171.00014
Rezaei, S., Emami, M., & Ismail, N. (2018). Paid internet advertising (PIA) and frequency of apps-buying decisions: Insights from the retail enterprises in an emerging market. Journal of Enterprise Information Management, 31(3), 463–487. https://doi.org/10.1108/JEIM-08-2017-0113 DOI: https://doi.org/10.1108/JEIM-08-2017-0113
Rieh, S. Y. (2002). Judgment of information quality and cognitive authority in the Web. Journal of the American Society for Information Science and Technology, 53(2), 145–161. https://doi.org/10.1002/asi.10017 DOI: https://doi.org/10.1002/asi.10017
Sujatmika, A. (2016). Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya Vol.5 No.1 (2016). Calyptra, 2(2), 1–12.
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61–76. https://doi.org/10.1080/00913367.1997.10673529 DOI: https://doi.org/10.1080/00913367.1997.10673529
Stewart, D. W. (1990). Attention , Memory , and Purchase Intentions. 17(September), 180–191. DOI: https://doi.org/10.1086/208548
Varnali, K. (2014). SMS advertising: How message relevance is linked to the attitude toward the brand? Journal of Marketing Communications, 20(5), 339–351. https://doi.org/10.1080/13527266.2012.699457 DOI: https://doi.org/10.1080/13527266.2012.699457
Wehmeyer, K. (2007). Association for Information Systems AIS Electronic Library (AISeL) Mobile Ad Intrusiveness – The Effects of Message Type and Situation Mobile ad intrusiveness – The effects of message type and situation. http://aisel.aisnet.org/bled2007%0Ahttp://aisel.aisnet.org/bled2007/6
Widodo, M. S., & Kurniawati, M. (2020). Pengaruh Ad Relevance, Ad Saliance, Ad Engagement, Perceived Goal Impediment terhadap Advertising Avoidance dengan Motivasi sebagai Variabel Moderasi. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 13(2), 178. https://doi.org/10.20473/jmtt.v13i2.14483 DOI: https://doi.org/10.20473/jmtt.v13i2.14483
Youn, S., & Kim, S. (2019). Understanding ad avoidance on Facebook: Antecedents and outcomes of psychological reactance. Computers in Human Behavior, 98, 232–244. https://doi.org/10.1016/j.chb.2019.04.025 DOI: https://doi.org/10.1016/j.chb.2019.04.025
Zhang, S., Zhao, L., Lu, Y., & Yang, J. (2016). Do you get tired of socializing? An empirical explanation of discontinuous usage behaviour in social network services. Information and Management, 53(7), 904–914. https://doi.org/10.1016/j.im.2016.03.006 DOI: https://doi.org/10.1016/j.im.2016.03.006
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Atma Citalada, Atim Djazuli, Sri Palupi Prabandari
This work is licensed under a Creative Commons Attribution 4.0 International License.
For all articles published in IJRBS, copyright is retained by the authors. Articles are licensed under an open access Creative Commons CC BY 4.0 license, meaning that anyone may download and read the paper for free. In addition, the article may be reused and quoted provided that the original published version is cited. These conditions allow for maximum use and exposure of the work, while ensuring that the authors receive proper credit.
