Not another ad! Expectancy violation effects of advertising clutter on social media

Sieun Ha and Matthew S. Eastin
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Sieun Ha: Stan Richards School of Advertising and Public Relations, USA
Matthew S. Eastin: Stan Richards School of Advertising and Public Relations, USA

Journal of Digital & Social Media Marketing, 2025, vol. 13, issue 1, 78-94

Abstract: This study examines the interaction of social media users’ expectations regarding advertisement clutter, actual physical advertisement clutter and information processing needs when estimating the perceived intrusiveness of advertisements and attitude towards advertisements. Specifically, an online experiment (n = 170) supports the three-way interaction of expected advertisement clutter, physical advertisement clutter and need for cognition (NFC) vis-à-vis perceived advertisement intrusiveness, and the intrusiveness of an advertisement subsequently impacts attitude towards that advertisement. The findings suggest that perceived advertisement intrusiveness is influenced by the extent to which the expected advertisement clutter correlates with the actual advertisement clutter, and this effect is dependent upon the individual’s NFC level. The results also highlight the long-term negative effects of advertisement clutter and that high advertisement relevance might not be sufficient to offset the negative effects of both physical advertisement clutter and expected advertisement clutter. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: social media advertising; advertisement clutter; advertising effectiveness; digital advertising; consumer behaviour (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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