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Liang, Yingjun (2022) A study of the factors influencing advertising avoidance in the context of Chinese social media. [Dissertation (University of Nottingham only)]

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Abstract

With the constant innovation of internet technology, social media is growing rapidly and has gradually become an important medium for people to socialise and obtain information and entertainment. These multi-functional platforms have massive users and an amazing speed of information dissemination, attracting marketers to invest time, money and resources in them to post advertisements. Social media newsfeed advertising is a key part of social media advertising and is heavily placed in users' content streams. Although these ads are similar to regular posts, they are still recognisable to users, and advertising avoidance still exists. With social media allowing users more power to reject commercial ads, users have become more adept at avoiding them. It has somewhat affected marketers' advertising promotions and business models conducive to social media platforms' long-term development. Most research on advertising avoidance is conducted in traditional and Web 2.0-based Internet environments, with little research on advertising avoidance in the context of social media. And the existing models of social media advertising avoidance do not consider the unique social characteristics of social media and social media advertising.

Based on it, with Chinese social media users as the research target, this study focuses on the social factors of social media and social media advertising. It empirically examines the effect of social endorsement on advertising avoidance. Also, the roles of perceived intrusiveness, advertising credibility and advertising source in this relationship are explored. An experiment was conducted using an online questionnaire among Chinese social media users, and a normative data analysis of 329 valid samples was completed using SPSS 28.0 and AMOS 28.0. The results demonstrated that social endorsement impacted advertising avoidance through two indirect effects. More specifically, social endorsement negatively influenced perceived intrusiveness and perceived intrusiveness positively influenced advertising avoidance. It formed the first mediation path. In addition, social endorsement positively affected advertising credibility, while advertising credibility negatively affected advertising avoidance, forming the second mediation path. And the first mediation effect was stronger than the second mediation effect. Furthermore, the study found that social endorsement had a greater effect on perceived intrusiveness and advertising credibility when the advertising source was a non-branded account than when it was a branded account. This condition also resulted in two stronger mediation effects.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	Liang, Yingjun
Date Deposited:	21 Jun 2023 15:06
Last Modified:	21 Jun 2023 15:06
URI:	https://eprints.nottingham.ac.uk/id/eprint/70143

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