IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2021i1p253-d712151.html
   My bibliography  Save this article

Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects

Author

Listed:
  • Xiaolong Wei

    (School of Management, Guangdong Ocean University, Zhanjiang 524088, China)

  • Ilsang Ko

    (College of Business Administration, Chonnam National University, Gwangju 61186, Korea)

  • Alison Pearce

    (Newcastle Business School, Northumbria University, Newcastle upon Tyne NE7 7YT, UK)

Abstract

It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of perceived advertising value by investigating its moderated mediation effect on the links between those endogenous variables. The research model was empirically verified with data derived from 374 valid off-line responses. Analysis found that both perceived intrusiveness and privacy concerns increased irritation in using mobile social media. Irritation caused by perceived intrusiveness and privacy concerns had positive mediating effects on advertising avoidance. Ubiquity increased perceived intrusiveness and privacy concerns, whereas personalization reduced perceived intrusiveness. Customization increased perceived intrusiveness, whereas informativeness significantly reduced it. Social interaction increased privacy concerns, whereas social integration decreased them. The moderated mediation effect of perceived advertising value among women was negative. In the low-exposure group, a negative moderated mediation effect of perceived advertising value on the relationship between irritation and advertising avoidance was also found.

Suggested Citation

  • Xiaolong Wei & Ilsang Ko & Alison Pearce, 2021. "Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects," Sustainability, MDPI, vol. 14(1), pages 1-21, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2021:i:1:p:253-:d:712151
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/1/253/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/1/253/
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2021:i:1:p:253-:d:712151. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.