An Examination of Ad Clutter and Task Orientation on Avoidance of Social Media Advertising: a Psychological Reactance Perspective
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منابع مشابه
Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors
The proliferation of advertising in all communication media causes consumers to perceive a significant amount of competitiveness between advertised products, as well as to feel overwhelmed by the intrusiveness of their advertisements. When taken together, these dimensions form the concept ‘‘advertising clutter.’’ A review of the literature shows that perceived intrusiveness is the main componen...
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