Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Yoo Jin Chung, Eunice Kim

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.

Original languageEnglish
Pages (from-to)1-26
Number of pages26
JournalJournal of Promotion Management
Volume27
Issue number1
DOIs
StatePublished - 2021

Keywords

  • ad avoidance
  • consumer skepticism
  • Facebook
  • Native advertising
  • social networking sites

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