期刊
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷 58, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2020.102320
关键词
Social networking advertising; Advertising avoidance; Attention invasiveness; Space invasiveness; Social influence; Psychological ownership; Advertising intrusiveness
类别
资金
- National Natural Science Foundation of China [71771040, 71831003]
- Foundation of Liaoning Educational Committee [LN2019Q30]
This study conducted research on Chinese consumers and found that space invasiveness has a stronger impact on advertising irritation than attention invasiveness, leading to advertising avoidance. Psychological ownership moderates the relationship between social influence and space invasiveness.
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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