Advertising avoidance on social media: Predictors of advertising avoidance on instagram

Social media, which emerged with digital transformation is a powerful communications medium today with widespread influence all over the world. The power and freedoms that provides to users have led to the popularization of social media channels. However, these powers and freedoms have also caused users to share more information than ever before, making this information available to companies and advertisers. The use of this information obtained through social media algorithms and data collection methods, and the advertisements shown to the users, in many cases cause avoidance of advertisements. Therefore, this study proposes an integrated model that examines the relationship between cognitive, affective and behavioral advertising avoidance in social media with perceived goal impediment, perceived personalization and privacy concern variables. The model was developed within the framework of the Internet Advertising Avoidance scale developed by Cho and Cheon (2004) and the Online Behavioral Advertising Avoidance scale developed by Li and Huang (2016) and analyzed using structural equation modeling method. The data collected from 307 university students with the online survey method showed that perceived goal impediment is related to advertising avoidance positively whereas perceived personalization is related to advertising avoidance negatively. The study also found that privacy concern has no significant impact on advertising avoidance.