Antecendents of youth's ads avoidance in Facebook
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Abstract
This study investigates the effects of disruptions, complexity, negative experience and relevance on advertising avoidance by the youth in Facebook. The relationships are mediated by attitude toward ads in Facebook. The data were collected from 154 undergraduate students in Kupang - Indonesia. The data gathered underwent structural equation model analysis, revealing a noteworthy mediation index. This suggests that the connection between the independent variables and advertising avoidance is influenced by one's attitude toward advertising. However, the results show that negative experience was not a predictor for advertising avoidance. The present study offers new insight regarding antecedents of ads avoidance in social media, in particular Facebook among the youth, one of the biggest age group users of Facebook in Indonesia
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How to Cite
Fanggidae, J. P. (2024). Antecendents of youth’s ads avoidance in Facebook. Enrichment : Journal of Management, 14(1), 81-88. https://doi.org/10.35335/enrichment.v14i1.1878
References
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Beak, T., & Morimoto, M. (2012). Stay away from me, examining the determinants of individual avoidance of personalized advertising. Journal of advertising, 41, 59-76.
Chinchanachokchai, S., & de Gregorio, F. (2020). A consumer socialization approach to understanding advertising avoidance on social media. Journal of Business Research, 110, 474-483.
Cho, C.-H., & Cheon, H. J. (2004). Why do people avoid advertising on the internet? Journal of advertising, 33(4), 89-97.
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Dix, S., & Phau, I. (2010). Television advertising avoidance: Advancing research methodology. Journal of Promotion Management, 16(1-2), 114-133.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Fowler Jr, F. J. (2013). Survey research methods. Sage publications.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
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Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological process and advertising effects: Theory, research, and application, 45-63.
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Nyhan, B., Settle, J., Thorson, E., Wojcieszak, M., Barberá, P., Chen, A. Y., Allcott, H., Brown, T., Crespo-Tenorio, A., & Dimmery, D. (2023). Like-minded sources on Facebook are prevalent but not polarizing. Nature, 620(7972), 137-144.
Petrovici, D., & Marinov, M. (2007). Determinants and antecedents of general attitudes towards advertising: A study of two EU accession countries. European Journal of Marketing.
Rojas-Méndez, J. I., & Davies, G. (2005). Avoiding television advertising: Some explanations from time allocation theory. Journal of Advertising Research, 45(1), 34-48.
Rolfe, J., & Gilbert, M. (2006). Youth, new media, technology and communication. Young consumers: Insight and ideas for responsible marketers, 7(3), 15-21.
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of advertising, 26(3), 61-76.
Stangl, F. J., Riedl, R., Kiemeswenger, R., & Montag, C. (2023). Negative psychological and physiological effects of social networking site use: The example of Facebook. Frontiers in Psychology, 14, 1141663.
Wilbur, K. C. (2016). Advertising content and television advertising avoidance. Journal of Media Economics, 29(2), 51-72.
Ariffin, S. K., Ismail, I., & Shah, K. A. M. (2016). Religiosity moderates the relationship between ego-defensive function and attitude towards advertising. Journal of Islamic Marketing.
Beak, T., & Morimoto, M. (2012). Stay away from me, examining the determinants of individual avoidance of personalized advertising. Journal of advertising, 41, 59-76.
Chinchanachokchai, S., & de Gregorio, F. (2020). A consumer socialization approach to understanding advertising avoidance on social media. Journal of Business Research, 110, 474-483.
Cho, C.-H., & Cheon, H. J. (2004). Why do people avoid advertising on the internet? Journal of advertising, 33(4), 89-97.
Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode surveys: the tailored design method. John Wiley & Sons.
Dix, S., & Phau, I. (2010). Television advertising avoidance: Advancing research methodology. Journal of Promotion Management, 16(1-2), 114-133.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Fowler Jr, F. J. (2013). Survey research methods. Sage publications.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
Hoch, S. J., & Deighton, J. (1989). Managing what consumers learn from experience. Journal of marketing, 53(2), 1-20.
Juditha, C. (2011). Hubungan penggunaan situs jejaring sosial facebook terhadap perilaku remaja di kota Makassar. Jurnal Penelitian IPTEK-KOM, 13(1), 1-23.
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective. Journal of interactive advertising, 10(2), 16-27.
Kominfo. (2021). Warganet Meningkat, Indonesia Perlu Tingkatkan Nilai Budaya di Internet. Retrieved 2/11/2021 from https://aptika.kominfo.go.id/2021/09/warganet-meningkat-indonesia-perlu-tingkatkan-nilai-budaya-di-internet/
Levin, K. A. (2006). Study design III: Cross-sectional studies. Evidence-based dentistry, 7(1), 24-25.
Li, C., & Meeds, R. (2005). Different forced-exposure levels of internet advertising: An experimental study on pop-up ads and interstitials. American Academy of Advertising. Conference. Proceedings,
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological process and advertising effects: Theory, research, and application, 45-63.
Mishra, A., Maheswarappa, S. S., & Colby, C. L. (2018). Technology readiness of teenagers: a consumer socialization perspective. Journal of Services Marketing.
Nurhadi. (2021). 10 Negara dengan Jumlah Pengguna Facebook Terbanyak, Indonesia Nomor Berapa? Kompas. Retrieved 2/12/21 from https://tekno.tempo.co/read/1524403/10-negara-dengan-jumlah-pengguna-facebook-terbanyak-indonesia-nomor-berapa/full&view=ok
Nyhan, B., Settle, J., Thorson, E., Wojcieszak, M., Barberá, P., Chen, A. Y., Allcott, H., Brown, T., Crespo-Tenorio, A., & Dimmery, D. (2023). Like-minded sources on Facebook are prevalent but not polarizing. Nature, 620(7972), 137-144.
Petrovici, D., & Marinov, M. (2007). Determinants and antecedents of general attitudes towards advertising: A study of two EU accession countries. European Journal of Marketing.
Rojas-Méndez, J. I., & Davies, G. (2005). Avoiding television advertising: Some explanations from time allocation theory. Journal of Advertising Research, 45(1), 34-48.
Rolfe, J., & Gilbert, M. (2006). Youth, new media, technology and communication. Young consumers: Insight and ideas for responsible marketers, 7(3), 15-21.
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of advertising, 26(3), 61-76.
Stangl, F. J., Riedl, R., Kiemeswenger, R., & Montag, C. (2023). Negative psychological and physiological effects of social networking site use: The example of Facebook. Frontiers in Psychology, 14, 1141663.
Wilbur, K. C. (2016). Advertising content and television advertising avoidance. Journal of Media Economics, 29(2), 51-72.