Exploring the temporal effect of ad clutter on digital ad avoidance: a two-wave longitudinal study
Global Knowledge, Memory and Communication
ISSN: 2514-9342
Article publication date: 9 February 2024
Abstract
Purpose
The study investigates the antecedents and consequences of digital ad avoidance in the e-commerce industry. This study aims to investigate how digital ad avoidance relates to internet usage over time, using a two-wave longitudinal research design. This study also explores how real-world advertising clutter (clutter and non-clutter) affects these relationships.
Design/methodology/approach
The data were collected from 192 online consumers in Türkiye, and a two-wave longitudinal research design and structural equation modeling were conducted to test the hypotheses of the conceptual model.
Findings
The results indicated that perceived goal impediment and prior negative experience had positive effects on affective avoidance in both ad-clutter and non-clutter periods. Further, affective avoidance had a significant positive effect on both cognitive and behavioral avoidance in either period. In addition, ad clutter moderated the effects of cognitive and behavioral avoidance on online purchase intention.
Originality/value
This research provides new evidence of the crucial role perceived goal impediment, prior negative experience and perceived control each play in driving digital ad avoidance. This paper contributes to the body of knowledge in the field by exploring how advertising clutter (both cluttered and non-cluttered settings) moderates these relationships through a two-wave longitudinal study.
Keywords
Acknowledgements
Compliance with ethical standards
Data availability statement We declare that we can share the data sets we use, if requested.
Funding statement This research received no specific grant from the public, commercial, or not-for-profit funding agencies.
Conflict of interest disclosure The authors declare that they have no conflict of interest regarding this paper.
Ethics approval statement This research has never been published before and is not currently considered by another journal. All the authors approved the article in the study, and they all agreed to submit it.
Ethics committee approval was obtained from Sivas Cumhuriyet University to collect the data (No: 60263016-050.06.04-E.494674; date: November 26, 2020).
Permission to reproduce material from other sources We did not reproduce the data and findings in this article from other sources.
Since submission of this article, the following author has updated their affiliation: Selcuk Yasin Yildiz is at the Department of Marketing, Management School, Visiting Fellow, Lancaster University, Lancaster, UK.
Citation
Çelik, F., Yıldız, S.Y., Ozkara, B.Y., Çam, M.S. and Ibrahim, B. (2024), "Exploring the temporal effect of ad clutter on digital ad avoidance: a two-wave longitudinal study", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-10-2023-0366
Publisher
:Emerald Publishing Limited
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