Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects

Wei, Xiaolong, Ko, Ilsang and Pearce, Alison (2021) Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects. Sustainability, 14 (1). p. 253. ISSN 2071-1050

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Official URL: https://doi.org/10.3390/su14010253

Abstract

It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of perceived advertising value by investigating its moderated mediation effect on the links between those endogenous variables. The research model was empirically verified with data derived from 374 valid off-line responses. Analysis found that both perceived intrusiveness and privacy concerns increased irritation in using mobile social media. Irritation caused by perceived intrusiveness and privacy concerns had positive mediating effects on advertising avoidance. Ubiquity increased perceived intrusiveness and privacy concerns, whereas personalization reduced perceived intrusiveness. Customization increased perceived intrusiveness, whereas informativeness significantly reduced it. Social interaction increased privacy concerns, whereas social integration decreased them. The moderated mediation effect of perceived advertising value among women was negative. In the low-exposure group, a negative moderated mediation effect of perceived advertising value on the relationship between irritation and advertising avoidance was also found.

Item Type: Article
Uncontrolled Keywords: perceived advertising value; advertising avoidance; perceived intrusiveness; privacy concerns; irritation; mobile social media
Subjects: N100 Business studies
N200 Management studies
N500 Marketing
P200 Publicity studies
P300 Media studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 04 Jan 2022 09:55
Last Modified: 04 Jan 2022 10:00
URI: http://nrl.northumbria.ac.uk/id/eprint/48054

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