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

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

X. Niu, X. Wang and Z. Liu
Journal of Retailing and Consumer Services, Vol.58, Article 102320
2021
DOI: https://doi.org/10.1016/j.jretconser.2020.102320
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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.

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Collaboration types
Domestic collaboration
International collaboration
Citation topics
6 Social Sciences
6.3 Management
6.3.65 Consumer Behavior
Web Of Science research areas
Business
ESI research areas
Economics & Business
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