Work

The impact of Ad overloads perception in social media on Ad avoidance behavior: the mediating effect of social media fatigue and goal impediment

Year: 2025

Type: article

Abstract: Consumers increasingly employ ad-blocking tools and exhibit resistance to traditional marketing tactics, causing significant losses for digital publishers. This study examines the effects of ad clutter and ad intrusiveness on advertising avoidance behavior among social media users, emphasizing the mediating roles of perceived goal impediment and social media fatigue. Utilizing reactance theory and cognitive load theory, the research reveals that ad clutter negatively impacts user attention and recall, contributing to heightened ad avoidance. A survey of 358 social media users indicates that both ad clutter and intrusiveness significantly influence users’ perceptions of goal impediment and social media fatigue, which in turn affect their likelihood to avoid ads. The findings enhance the understanding of how excessive and intrusive advertising diminishes user engagement and satisfaction on social media platforms, providing actionable insights for marketers aiming to optimize their advertising strategies in increasingly cluttered digital environments.

Source: Management

DOI: 10.58691/man/197329

Authors: mesud essa tayeb, TAHA Chebbi, Jamal Ali Toumi, AISHA Badawi, Bilel LOUAIL

Institution: Northern Border University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: gold

Estimated APC paid: $237