Title: Minimising display advertising avoidance on social media platforms - the role of exposure condition, personalisation, and personality traits

Authors: Priscilla Teika Odoom; Raphael Odoom; Stephen Mahama Braimah

Addresses: Department of Advertising and Marketing, Ghana Institute of Journalism, 32nd Abdul Nasser Road, Osu – Accra, Ghana ' Department of Marketing and Entrepreneurship, University of Ghana Business School, Legon – Accra, Ghana ' Department of Marketing and Entrepreneurship, University of Ghana Business School, Legon – Accra, Ghana

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.

Keywords: social media advertising; ad avoidance; perceived novelty; exposure condition; personality traits; attitude toward online advertising; ATOA.

DOI: 10.1504/IJEMR.2025.142895

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.1, pp.104 - 132

Received: 13 May 2022
Accepted: 18 Dec 2022
Published online: 02 Dec 2024 *

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