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Not another ad! Expectancy violation effects of advertising clutter on social media

Author

Listed:
  • Ha, Sieun

    (Stan Richards School of Advertising and Public Relations, USA)

  • Eastin, Matthew S.

    (Stan Richards School of Advertising and Public Relations, USA)

Abstract

This study examines the interaction of social media users’ expectations regarding advertisement clutter, actual physical advertisement clutter and information processing needs when estimating the perceived intrusiveness of advertisements and attitude towards advertisements. Specifically, an online experiment (n = 170) supports the three-way interaction of expected advertisement clutter, physical advertisement clutter and need for cognition (NFC) vis-à-vis perceived advertisement intrusiveness, and the intrusiveness of an advertisement subsequently impacts attitude towards that advertisement. The findings suggest that perceived advertisement intrusiveness is influenced by the extent to which the expected advertisement clutter correlates with the actual advertisement clutter, and this effect is dependent upon the individual’s NFC level. The results also highlight the long-term negative effects of advertisement clutter and that high advertisement relevance might not be sufficient to offset the negative effects of both physical advertisement clutter and expected advertisement clutter. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Suggested Citation

  • Ha, Sieun & Eastin, Matthew S., 2025. "Not another ad! Expectancy violation effects of advertising clutter on social media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 13(1), pages 78-94, June.
    • Handle: RePEc:aza:jdsmm0:y:2025:v:13:i:1:p:78-94
    as

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    More about this item

    Keywords

    social media advertising; advertisement clutter; advertising effectiveness; digital advertising; consumer behaviour;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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