文章基本信息

标题：The effect of advertising relevance on avoidance with advertising engagementPerceived intrusiveness as mediation variable
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作者：Atma Citalada ; Atim Djazuli ; Sri Palupi Prabandari 等
期刊名称：International Journal of Finance & Banking Studies
印刷版ISSN：2147-4486
出版年度：2022
卷号：11
期号：3
页码：44-50
DOI：10.20525/ijrbs.v11i3.1731
语种：English
出版社：Society for the Study of Business & Finance
摘要：Despite many studies on online advertising and its effects, there are still few studies that try to examine the avoidance of advertising by a person. However, the number of advertisements that appears will make someone feel annoyed and trigger avoidance behavior towards the advertisement they see. Referring to psychological reactance theory, advertising can become a nuisance when it is considered unrelated and interferes with a person's freedom to access media which in turn can trigger avoidance behavior in an effort to regain his freedom. Using psychological reactance theory, the aim of this research was to further investigate the relationship between advertising linkage and advertising avoidance behavior mediated by advertising distraction and advertising engagement variables. This research uses Instagram as the object of research. Instagram was chosen because it is a social media whose number of users is growing every year and this is what triggers many marketers to place ads on Instagram. Respondents in this research were Instagram users who had avoided advertisements that appeared on their accounts, determining the number of samples in this research using a purposive sampling technique with a sample of 160 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS-SEM.
关键词：Ads relevance;Ads engagement;Ads perceived intrusiveness;Ads avoidance.