A consumer socialization approach to understanding advertising avoidance on social media

摘要

The past five years have seen a rapid growth of advertising on social media platforms (SMPs). The current study adopts the consumer socialization framework to investigate predictors of advertising avoidance on SMPs (Facebook, Twitter, and Instagram) via an online survey of 693 U.S. adults. Results show that the effects of SMP usage, susceptibility to social media influence, and susceptibility to peer influence on SMP ad avoidance are all mediated by attitude toward social media advertising in general. Greater SMP usage and higher susceptibility to social media influence are positively related with SMP advertising attitudes, while greater peer influence susceptibility is negatively related. The data also show no differences by demographics for avoidance or attitudes.