Research On The Driving Factors Of Mobile Social Media Users' Advertising Avoidance

With the popularity of mobile Internet and the development of social media for the past few years,advertisements with social attributes have gradually emerged,which has attracted widespread attention from enterprises and academia.Mobile social media have created new opportunities for the online dissemination of advertisements,and advertisers have invested heavily in that.However,due to the increase in mobile social media advertising,many users show varying degrees of ad avoidance behavior,which reduces the advertising effect to a certain extent.Therefore,exploring the driving factors of user' advertising avoidance,how to reduce users'avoidance response to mobile social advertising,and improve advertising effectiveness have become the focus of mobile social media platforms,enterprises and academia.There is a stream of literature discussing how to promote the dissemination of mobile social media advertising and on the influencing factors of advertising avoidance in traditional media and the Internet,but little attention to the negative reaction of mobile social media users'advertising avoidance and its countermeasures.Compared with other media,mobile social media has its particularity.In order to fully understand the phenomenon of ad avoidance in mobile social media,it is necessary and valuable to take into account the attributes of audience,advertisement and media at the same time,and to explore the driving factors of users'ad avoidance behavior.This study sorts out the factors that affect user advertising avoidance based on existing literature,and relies on information theory and psychological resistance theory to build a theoretical model and related hypotheses for mobile social media users'advertising avoidance.Subsequently,scales and questionnaires were designed.In the survey of mobile social media users,a total of 510 valid questionnaires were collected.Then,this study uses SPSS and AMOS software to conduct empirical analysis on the primary data,including the reliability and validity test of the scale and the analysis of the structural equation model.Through empirical analysis,the research results are as follows:(1)Advertising interaction,advertising relevance and receiving context have a significant positive impact on users'attitudes towards advertising.The results indicate that attitude partial mediate the relationship between advertising interaction,receiving context and advertising avoidance,fully mediate the relationship between advertising relevance and advertising avoidance.(2)Peer influence,advertising interaction,receiving context,advertising relevance,attitudes,media suspicion,information overload,and privacy concerns are the driving factors for users'advertising avoidance behavior.Specifically,advertising avoidance is significantly negatively affected by advertising interaction,receiving context,advertising relevance,attitudes,and significantly positively affected by peer influence,media suspicion,information overload,and privacy concerns.According to the above results,this article provides three references for the practice of social platforms and enterprises.(1)Enterprises and social platforms should enhance the relevance and interaction of advertising in mobile social media,and increase user advertising participation.(2)Enterprises need to pay attention to the role of peer influence,focus on the negative information of advertising published by users on social platforms in a timely manner,and correctly guide information about the positive feedback of advertising.(3)The platform should care about the privacy protection of mobile social media users and create a healthy advertising environment.