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.
Original language | English |
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Article number | 253 |
Pages (from-to) | 1-21 |
Number of pages | 21 |
Journal | Sustainability (Switzerland) |
Volume | 14 |
Issue number | 1 |
DOIs | |
Publication status | Published - 27 Dec 2021 |
Keywords
- Advertising avoidance
- Irritation
- Mobile social media
- Perceived advertising value
- Perceived intrusiveness
- Privacy concerns