Minimising display advertising avoidance on social media platforms - the role of exposure condition, personalisation, and personality traits
by Priscilla Teika Odoom; Raphael Odoom; Stephen Mahama Braimah
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 16, No. 1, 2025

Abstract: The paper examines the antecedent effect of ad personalisation and exposure condition on display advertising avoidance among social media users as well as the facilitating role of perceived novelty, ad skepticism and attitude toward online advertising in these relationships, within the framework of the stimulus organism response paradigm. Additionally, the study assesses the variations in these effects across personality traits. An online survey was conducted on Facebook, Twitter, and Instagram to collect data from 570 respondents, which was analysed using structural equation modelling. The results show mitigating effects of exposure condition and personalisation on ad avoidance and these effects were moderated by extraversion and neuroticism. Perceived novelty emerged as a partial mediator, and ATOA as a full mediator of these relationships. No mediating effects were found for ad skepticism. Findings proffer pertinent pointers for optimising effective display advertising execution to elicit favourable consumer responses in social media.

Online publication date: Mon, 02-Dec-2024

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