| Abstract [eng] |
Investment in personalized online advertising increases every year due to its benefits for both businesses and consumers. However, as the amount of this type of advertising increases, its negative consequences are also becoming apparent, including concerns about data privacy, cognitive overload. These factors contribute to the avoidance of personalized online advertising. Previous studies on personalized online advertising avoidance have focused heavily on the impact of advertising skepticism, advertising irritation, and privacy concerns on advertising avoidance, yet their findings remain contradictory. Furthermore, the factors determining online advertising avoidance – advertising clutter and perceived goal impediment – have been adressed only to limited extent in the context of personalized advertising. Other studies suggest that affective advertising response can significantly increase the impact of other factors on advertising avoidance. Considering these aspects, the following research questions are raised in this final project: what impact do these critical factors have on the avoidance of personalized online advertising: advertising skepticism, advertising irritation, and privacy concerns, as well as advertising clutter and perceived goal impediment? What is the role of affective response in the relationship between these factors and the avoidance of personalized online advertising? The aim of the project is to theoretically and empirically substantiate the critical factors determining the avoidance of personalized online advertising. Project results. After conducting an analysis of scientific literature and substantiating the examined constructs along with the relationships between, a conceptual model was developed. The model encompassed advertising skepticism, advertising irritation, privacy concerns, advertising clutter, users’ perceived goal impediment and negative affective advertising response, as well as their direct and indirect relationships with the avoidance of personalized advertising. To empirically validate the model, an online survey was conducted, with respondents who use social media platforms Facebook and / or Instagram and have encountered personalized advertising on these platforms; 471 participants were included in the study. Factor analysis revealed that factors, associated with traditional online advertising avoidance – advertising clutter and users’ perceived goal impediment – merged into a single construct called advertising obtrusiveness, while advertising avoidance which was composed of two dimensions, became a homogeneous construct. Regression analysis revealed that advertising irritation, privacy concerns, advertising obtrusiveness have a direct positive effect on the avoidance of personalized advertising on social media platforms Facebook and Instagram. The hypotesis regarding the effect of advertising skepticism, was the only one that was not confirmed. It was discovered that privacy concerns and advertising obtrusiveness have a stronger effect on avoidance of personalized advertising through the mediating effect of negative affective advertising response. |
