Advertisement avoidance and algorithmic media: The role of social media fatigue, algorithmic literacy and privacy concerns

Setareh Alavi, Pooja Iyer and Laura F. Bright
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Setareh Alavi: School of Advertising and Public Relations, USA
Pooja Iyer: Department of Advertising, USA
Laura F. Bright: School of Advertising and Public Relations, USA

Journal of Digital & Social Media Marketing, 2024, vol. 12, issue 3, 276-292

Abstract: This paper investigates the intricate dynamics of advertising avoidance within social media platforms, emphasising the roles of social media fatigue, privacy concerns and algorithmic media content awareness. With the pervasive influence of algorithms in curating user experiences, this research explores how these technological underpinnings, alongside users’ privacy apprehensions and the exhaustion from continuous media consumption, contribute to the growing tendency to bypass advertisements. Through a comprehensive review of literature and empirical analysis, the paper delineates the nuanced interplay between personalisation technologies and user engagement, offering insights into the psychological constructs that drive advertising avoidance behaviours. The findings underscore the need for a balanced approach in digital advertising, advocating for strategies that respect user privacy, mitigate social media fatigue and foster transparency in algorithmic content curation. This study not only broadens the academic discourse on digital advertising resistance but also provides practical implications for marketers aiming to navigate the complex landscape of consumer engagement in algorithm-driven media environments. The paper also addresses the challenge of balancing commercial interests with user satisfaction, encouraging innovative solutions for enhancing user engagement without compromising privacy or contributing to media fatigue. Through its comprehensive approach, the research provides valuable insights for academics and practitioners alike, suggesting future directions for developing more sustainable models of digital advertising that align with evolving user expectations and technological advancements.

Keywords: advertising avoidance; social media; digital advertising; algorithms; social media fatigue; privacy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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