Ad Avoidance in Digital Advertising: The Impact of Privacy Disruption and Perceived Intrusiveness

DOI

10.2991/978-94-6463-433-4_6How to use a DOI?

Keywords

Digital Advertising; Privacy; Ad avoidance; SmartPLS; Social Media Platforms

Abstract

Purpose: Technological intervention in all domains has changed the world, and data has become major input for building strategies. This technology intervention has paved the way for digital marketers to collect data for developing marketing strategies destroying consumer privacy. Digital marketing strategies include social media ads, which are a private space for every user. This article presents empirical inferential data to determine the impact of privacy risk, privacy concern, and privacy control on ad-avoidance behaviour. A structured questionnaire was adopted in this study to collect data among digital natives and digital immigrants. N=100 was bootstrapped to 5000 subsamples. The model developed to test the impact is a reflective Structural Equation Model (SEM); hence the present data was analyzed through SmartPLS software, Version 3. The SEM model depicted the estimates of the interrelationship between the major constructs in the dataset. Findings showed a positive relationship between privacy risk and perceived intrusiveness. Similarly, perceived intrusiveness was strongly related to ad avoidance. Marketers need to concentrate on balancing the intrusive digital ads on social media platforms. The current research contributes to the advertising intrusiveness literature by developing a conceptual framework that provides an understanding of variables leading to ad avoidance.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - P. S. Buvaneswari
AU  - M. S. Swetha
PY  - 2024
DA  - 2024/06/03
TI  - Ad Avoidance in Digital Advertising: The Impact of Privacy Disruption and Perceived Intrusiveness
BT  - Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
PB  - Atlantis Press
SP  - 57
EP  - 76
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-433-4_6
DO  - 10.2991/978-94-6463-433-4_6
ID  - Buvaneswari2024
ER  -