Avoidance and Acceptance of Native Advertising on Social Media
Applications of Consumer Social Intelligence, Persuasion Knowledge, and the Typology of Consumer Responses
Bibliographic Data
| ID | 21737825 |
|---|---|
| Authors | Joonghwa Lee (0000-0003-1116-4337, University of North Dakota, corresponding author), Soojung Kim (0000-0003-0162-4264, University of North Dakota), Chang-Dae Ham (0000-0001-5887-4163, University of Illinois Urbana-Champaign), Chang‐Dae Ham (University of Illinois Urbana-Champaign), Ayoung Seok (University of Illinois Urbana-Champaign) |
| Year | 2022 |
| Volume | 22 |
| Issue | 2 |
| Pages | 141-156 |
| Publication date | 2022-05-04 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Interactive Advertising (JOURNAL) |
| Journal identifiers | ISSN: 1525-2019 • E-ISSN: 1525-2019 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15252019.2022.2065389 |
| OpenAlex | W4281784202 |
| Language | EN |
| Citations received | 3 |
| References cited | 46 |
Despite its growing popularity and importance, little research has been done to understand what mechanism drives consumers to avoid or accept native advertising on social media. This study applied the ideas of consumer social intelligence, persuasion knowledge (PK), and the typology of consumer response strategy to examine how consumers’ naive theory of persuasion is associated with their evaluation of the persuasion, which in turn relates with sentry-seeker response strategy to native ads on social media. The results of an online survey (n = 503) revealed that consumers’ naive theory about digital advertising is significantly associated with their skepticism but not with perceived fairness. Both skepticism and fairness, however, are interchangeably related to manipulative (irritation and intrusiveness) and cooperative (entertainment and informative value) evaluations to native ads, which in turn have crossover relationships with the sentry (avoidance) and seeker (acceptance) response strategies. Interestingly, consumers’ skepticism was directly and negatively associated with their seeker strategy. Theoretical and practical implications are discussed
Advertising · Business · Intrusiveness · Persuasion · Political science · Popularity · Skepticism · Social media · Sociology · Typology · Consumer Behavior in Brand Consumption and Identification · Digital Communication and Language · Digital Marketing and Social Media · Psychology · Social Psychology · Marketing
Exploring how consumers cope with online behavioral advertising
Development of a Scale to Measure Consumer Skepticism Toward Advertising
Forced Exposure and Psychological Reactance
Reconsidering Advertising Literacy as a Defense Against Advertising Effects
Structural Equation Models with Unobservable Variables and Measurement Error
Predictors of Advertising Avoidance in Print and Broadcast Media
A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them
Going Native
Exploring Motivations for Online Privacy Protection Behavior
Null
Structural Equation Models with Unobservable Variables and Measurement Error
Testing Structural Equation Models
Sponsorship Disclosure
Stay Away From Me
Why Do People Avoid Advertising on the Internet
Resistance and Persuasion
On the fit of models to covariances and methodology to the Bulletin
Native Advertising and the Future of Mass Communication
Increased Persuasion Knowledge of Video News Releases
The Deceptiveness of Sponsored News Articles
A Double-Edged Sword? Predicting Consumers' Attitudes Toward and Sharing Intention of Native Advertising on Social Media
The Persuasion Knowledge Model
Persuasion Knowledge
Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics
Goal Seeker and Persuasion Sentry
Marketplace Metacognition and Social Intelligence
Consumer Self-Confidence
| Citations per year | 3 |
|---|---|
| Citation span | 2025 - 2026 (2) |
| Highly cited | No |