Perceived advertising intrusiveness and avoidance in emerging economies: The case of China

Petrovici, Dan Alex; Marinova, Svetla Trifonova; Marinov, Marin Alexandrov

doi:10.4337/9781784713171.00014

Cited by 6 publications

(3 citation statements)

References 37 publications

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“…Reactance theory discusses the importance of freedom in making choices by illustrating it through the ways in which individuals reject or fight messages that are considered persuasive or invade their personal space (Brehm & Brehm, 1981). A similar view is also expressed by (Petrovici et al, 2017) where the importance of freedom in choosing something can cause a person to react to stimuli that are considered to interfere with their personal space. So if there is a stimulus in the form of a message that is considered to attack the individual's personal space, it can trigger a psychological reactance in the form of an unpleasant motivational state (Brehm and Brehm, 1981).…”

Section: Literature Review Theoretical and Conceptual Backgroundmentioning

confidence: 91%

The effect of advertising relevance on avoidance with advertising engagement

Citalada

Djazuli²,

Prabandari³

2022

IJRBS

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Despite many studies on online advertising and its effects, there are still few studies that try to examine the avoidance of advertising by a person. However, the number of advertisements that appears will make someone feel annoyed and trigger avoidance behavior towards the advertisement they see. Referring to psychological reactance theory, advertising can become a nuisance when it is considered unrelated and interferes with a person's freedom to access media which in turn can trigger avoidance behavior in an effort to regain his freedom. Using psychological reactance theory, the aim of this research was to further investigate the relationship between advertising linkage and advertising avoidance behavior mediated by advertising distraction and advertising engagement variables. This research uses Instagram as the object of research. Instagram was chosen because it is a social media whose number of users is growing every year and this is what triggers many marketers to place ads on Instagram. Respondents in this research were Instagram users who had avoided advertisements that appeared on their accounts, determining the number of samples in this research using a purposive sampling technique with a sample of 160 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS-SEM.

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Section: Literature Review Theoretical and Conceptual Backgroundmentioning

confidence: 91%

The effect of advertising relevance on avoidance with advertising engagement

Citalada

Djazuli²,

Prabandari³

2022

IJRBS

View full text Add to dashboard Cite

show abstract

“…Several other research studies emphasize the cognitive dimension of intrusiveness. Petrovici et al (2017) expands the concept of ad intrusiveness and regarded it as a perception that interrupts the cognitive processes of the audience during their engagement in TV programs. Youn and Kim (2019) observe the empirical connection between ad intrusiveness and reactance.…”

Section: Intrusivenessmentioning

confidence: 99%

Digital Intrusiveness of Unmentionable Products: Construct Differential Analysis Framework Approach

Yaseen

Rafiq

Farooqui

et al. 2023

International Journal of Social Science Entrepreneurship

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In marketing research, it is important to measure consumers’ perceptions related to advertisements. Especially when these perceptions have the potential to set negative attitude. With rapid technological advancements, digital media advertising has become an important tool for advertisers to reach customers. Consumers’ perceptions of intrusiveness, irritation, and offensiveness are highly attributed to digital media advertising of unmentionable products. However, it is evident from the marketing literature that terms such as intrusiveness, irritation, and offensiveness are being interchangeably used. This leads to measurement issues of the consumers’ perceptions at the construct level. Therefore, this study considers it important to formally specify the relationships that exist between intrusiveness, irritation, and offensiveness. This formal specification was required to differentiate the concepts of intrusiveness, irritation, and offensiveness so that consumers’ perceptions at the construct level can be appropriately measured. To achieve this sixty definitions and instruments were extracted from existing literature and analyzed through a construct differential analysis framework. As a result of which hybrid dimensions mainly related to intrusiveness emerged. The hybrid dimensions exclusively representing intrusiveness are intrusive media, intrusive cognition, product intrusiveness, individual pre-dispositions, negative experience, social and cultural influences, religious beliefs, and behavioral outcomes. The insights of this study establish a need to develop a digital advertising intrusiveness construct incorporating the hybrid themes that emerged.

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“…But there has been an erosion of trust (Petrovici et al , 2017; Briñol et al , 2015; Blades et al , 2014) in mainstream advertising which has indicated advertising’s deteriorating impact as the chief source of brand discovery. Cynicism with advertising has been steadily growing over the decades (Zanot, 1984).…”

Section: Literature Reviewmentioning

confidence: 99%

Changing realty: altering paths of brand discovery for real estate websites in India

Vasudevan

Kumar

2019

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Purpose Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands and a significant outcome of advertising and promotional activities. Brand awareness has been studied over the years in the context of market share and mind share and is considered to be the fundamental starting point of a brand relationship. Most branding variables are challenged in their linear definitions by the multi-dimensionality of the connected online world. Consumers may start their brand journey with brand awareness and then proceed to explore higher options in a non-linear fashion. This challenges traditional advertising and brand salience models. In the web context, brand awareness could even happen with little prior cognitive processing. The purpose of this paper is to explore the little researched area of brand awareness in the context of Indian websites. Design/methodology/approach The study leveraged technology to study the brand discovery behaviour of real estate website users in India. The authors looked at essentially modified processes such as the brand experience journey, specifically, the sources and antecedents of brand awareness for real estate websites. Considering the fact that direct and indirect traffic to a website is indicative of the brand awareness metrics, the authors analyse the metric as a basis of the comparison. Findings Brand awareness in the digital world can be attributed as firm generated, user generated and, as the authors also discover, experience initiated. The altered dimensions have a profound impact on the brand advertising spends of not just digital brands, but all marketers who will find digital technology increasingly central to their brand communication efforts. Research limitations/implications Burgeoning websites and media proliferation have increased the source set for website discovery. Customers do not rely solely on advertising or chance encounter to discover a new brand. Usage of search engines remains the key point of discovery for brand awareness. Some of the respondents recognised websites from prior advertising exposure and selected the brand from the consideration set offered in the search results for their keyword search. In other cases, brand awareness followed brand experience as the users did not process the brand information or, in most cases, were not aware of the brand name prior to website visit. The quality of brand experience created brand awareness and had further implications, including brand visit intent. Practical implications While mass media television advertising and ubiquitous online advertising can build brand awareness, the impact of search engine advertising and search engine optimisation is equally significant, if not more important. Brand managers can additionally focus on branding on the search channel in the light of increasing search intensity. Beyond traditional keyword planning, this can be an enhanced branding platform for reaching out to specific behavioural or character traits of the target audience. Brand experience can mature from task completion to brand awareness and higher level values if the website includes key brand messages and goals. Originality/value This paper offers insight into the little known field of online brand management. Information intermediary websites are unique in their value proposition, and brand building is challenging. Real estate websites have grown in popularity, but have not merited researcher attention. This paper offers a unique perspective on branding websites, specifically in the context of emerging markets like India.

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Perceived advertising intrusiveness and avoidance in emerging economies: The case of China

Abstract: The version in the Kent Academic Repository may differ from the final published version. Users are advised to check http://kar.kent.ac.uk for the status of the paper. Users should always cite the published version of record.

Cited by 6 publications

References 37 publications

The effect of advertising relevance on avoidance with advertising engagement

The effect of advertising relevance on avoidance with advertising engagement

Digital Intrusiveness of Unmentionable Products: Construct Differential Analysis Framework Approach

Changing realty: altering paths of brand discovery for real estate websites in India

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