Examining social media advertising avoidance : The master of disguise and deception

Abstract

This research examines how consumers would prefer avoiding advertisements via social media due to prior negative experiences or perceived ad clutter. Nowadays society does not have the time or patience to endure all the lengthy advertisements thrown at them. And marketers are no better, they create such a nuisance for the customers to the point that it annoys them. Instead of making better use of social media, advertisers seem to throw their ads every nook and corner they can find. Social media is everything in todays' world. Businesses shouldn't just want to make use of this platform because of its popularity but they need to make use of it if they want to become successful. Social media is the best place for interaction and businesses flourish when they involve customers in the decisions. It gives them a sense of importance. This research includes one dependent variable and two independent variables. The independent variables include prior negative experience and perceived ad clutter. The dependent variable is advertising avoidance. The research was conducted through an online questionnaire which was formulated on Google docs. The questionnaire was circulated through Facebook and emails. A total number of 371 questionnaires were filled. The results were then run through the SPSS software. Furthermore multiple tests were run in which the results of correlation, regression and reliability are given. The results indicated that both the predicted hypothesis were accepted