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SCIENCE ARTICLE
The impact of Ad overloads perception in social media on Ad avoidance behavior: the mediating effect of social media fatigue and goal impediment
1
Marketing, northern border university, Saudi Arabia
2
Financial, northern border unversity, Saudi Arabia
3
Marketing, Northern border unversity, Saudi Arabia
Submission date: 2024-11-20
Final revision date: 2024-11-28
Acceptance date: 2024-12-12
Online publication date: 2025-01-13
Publication date: 2025-01-13
Management 2024;28(2):351-376
KEYWORDS
JEL CLASSIFICATION CODES
M37
TOPICS
ABSTRACT
Consumers increasingly employ ad-blocking tools and exhibit resistance to traditional marketing tactics, causing significant losses for digital publishers. This study examines the effects of ad clutter and ad intrusiveness on advertising avoidance behavior among social media users, emphasizing the mediating roles of perceived goal impediment and social media fatigue. Utilizing reactance theory and cognitive load theory, the research reveals that ad clutter negatively impacts user attention and recall, contributing to heightened ad avoidance. A survey of 358 social media users indicates that both ad clutter and intrusiveness significantly influence users’ perceptions of goal impediment and social media fatigue, which in turn affect their likelihood to avoid ads. The findings enhance the understanding of how excessive and intrusive advertising diminishes user engagement and satisfaction on social media platforms, providing actionable insights for marketers aiming to optimize their advertising strategies in increasingly cluttered digital environments.
ACKNOWLEDGEMENTS
The authors extend their appreciation to the Deanship of Scientific Research at Northern Border University, Arar, KSA for funding this research work “through the project number” NBUFFR-2024-3244-01
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| eISSN: | 2299-193X |
| ISSN: | 1429-9321 (1997-2019) |
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