Examining the Factors that Influence Advertising Avoidance on Social Media: The Case of Vietnam
This research was designed to provide insights into why customers avoid advertising on social media. The current stream of literature is highlighting that advertising value, privacy concern, and perceived relevance of ad are the most common predictors of advertising avoidance on this platform. There...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2017
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| Online Access: | https://eprints.nottingham.ac.uk/45348/ |
| _version_ | 1848797113501089792 |
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| author | Vuong, Hoang Phuong |
| author_facet | Vuong, Hoang Phuong |
| author_sort | Vuong, Hoang Phuong |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This research was designed to provide insights into why customers avoid advertising on social media. The current stream of literature is highlighting that advertising value, privacy concern, and perceived relevance of ad are the most common predictors of advertising avoidance on this platform. Therefore, this study examined the relationships between these predictors and advertising avoidance in the context of social media in Vietnam. The study found that perceived entertainment value of ads can influence affective avoidance, behavioral avoidance and cognitive avoidance on Facebook but only behavioral avoidance on Youtube. Secondly, the study found that privacy concern can influence affective avoidance, behavioral avoidance and cognitive avoidance on Youtube but only affective avoidance on Facebook. Thirdly, it was found that perceived relevance of ad has no significant impact on advertising avoidance on any platform. Finally, the data report that Vietnamese social media users tend to avoid ads more on Youtube than on Facebook. |
| first_indexed | 2025-11-14T19:58:43Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-45348 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:58:43Z |
| publishDate | 2017 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-453482018-04-17T15:23:30Z https://eprints.nottingham.ac.uk/45348/ Examining the Factors that Influence Advertising Avoidance on Social Media: The Case of Vietnam Vuong, Hoang Phuong This research was designed to provide insights into why customers avoid advertising on social media. The current stream of literature is highlighting that advertising value, privacy concern, and perceived relevance of ad are the most common predictors of advertising avoidance on this platform. Therefore, this study examined the relationships between these predictors and advertising avoidance in the context of social media in Vietnam. The study found that perceived entertainment value of ads can influence affective avoidance, behavioral avoidance and cognitive avoidance on Facebook but only behavioral avoidance on Youtube. Secondly, the study found that privacy concern can influence affective avoidance, behavioral avoidance and cognitive avoidance on Youtube but only affective avoidance on Facebook. Thirdly, it was found that perceived relevance of ad has no significant impact on advertising avoidance on any platform. Finally, the data report that Vietnamese social media users tend to avoid ads more on Youtube than on Facebook. 2017-09-14 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/45348/1/Final.pdf Vuong, Hoang Phuong (2017) Examining the Factors that Influence Advertising Avoidance on Social Media: The Case of Vietnam. [Dissertation (University of Nottingham only)] Advertising Avoidance Advertising Avoidance Predictors Social Media Social Media Advertising |
| spellingShingle | Advertising Avoidance Advertising Avoidance Predictors Social Media Social Media Advertising Vuong, Hoang Phuong Examining the Factors that Influence Advertising Avoidance on Social Media: The Case of Vietnam |
| title | Examining the Factors that Influence Advertising Avoidance on Social Media: The Case of Vietnam |
| title_full | Examining the Factors that Influence Advertising Avoidance on Social Media: The Case of Vietnam |
| title_fullStr | Examining the Factors that Influence Advertising Avoidance on Social Media: The Case of Vietnam |
| title_full_unstemmed | Examining the Factors that Influence Advertising Avoidance on Social Media: The Case of Vietnam |
| title_short | Examining the Factors that Influence Advertising Avoidance on Social Media: The Case of Vietnam |
| title_sort | examining the factors that influence advertising avoidance on social media: the case of vietnam |
| topic | Advertising Avoidance Advertising Avoidance Predictors Social Media Social Media Advertising |
| url | https://eprints.nottingham.ac.uk/45348/ |