When I feel invaded, I will avoid it: The effect of advertising invasiveness on consumers’ avoidance of social media advertising

Xingchen Niu, Xuequn Wang and Zilong Liu

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

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.

Keywords: Social networking advertising; Advertising avoidance; Attention invasiveness; Space invasiveness; Social influence; Psychological ownership; Advertising intrusiveness (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s096969892031328x

DOI: 10.1016/j.jretconser.2020.102320

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