Research On The Influencing Mechanism Of News Feed Advertising Avoidance On Social Media Platforms

The development of mobile Internet technology drives the innovation of advertising model.Internet advertising is becoming more and more consumer-centric,and how to balance advertising revenue and consumer experience has become an important issue for enterprises.Under this opportunity,low-interference and high-attention News Feed Ads are rising in the advertising field,and the market scale is increasingly expanding.According to statistics,the News Feed Ads market size is about 176.17 billion yuan in 2019,and is expected to increase 1.6 times in 2022.News Feed Ads advertising is commonly found on social media platforms,and in recent years News Feed Ads advertising has attracted widespread attention.They are considered to be one of the effective forms to deal with consumer ad avoidance.However,combing through related studies reveals that the research on News Feed Ads avoidance mechanism is yet to be improved,so studying News Feed Ads can help improve advertising effectiveness and consumer experience.Based on psychological reactance theory and persuasion knowledge model,this study investigates the effect of News Feed Ads on ad avoidance in social media platforms,and verifies the mediating role of manipulative intent inference,forced feelings,and the moderating role of perceived personalization.The results of this study showed that News Feed Ads advertising significantly reduced consumer ad avoidance and confirmed the mediating role of manipulated intent inference and forced feelings.Perceived personalization can negatively moderate the relationship between News Feed Ads sociality and mediating variables,but cannot moderate the relationship between News Feed Ads consistency and mediating variables.The innovations of this study:(1)The research perspective is new because the relevant domestic research is not mature,and this paper discusses in depth the mechanism of the role between two characteristics of News Feed Ads and ad avoidance.(2)The research content is further enriched.Based on psychological resistance theory and persuasive knowledge model,this paper explores the influence path of infomercial avoidance.It provides new theoretical support for infomercial-related research.The study concludes with targeted suggestions for corporate advertising behavior.