Exploring the temporal effect of ad clutter on digital ad avoidance: a two-wave longitudinal study

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dc.contributor.authorCelik, Fatih
dc.contributor.authorYildiz, Selcuk Yasin
dc.contributor.authorOzkara, Behcet Yalin
dc.contributor.authorCam, Mehmet Safa
dc.contributor.authorIbrahim, Blend
dc.date.accessioned2024-10-26T18:11:17Z
dc.date.available2024-10-26T18:11:17Z
dc.date.issued2024
dc.departmentSivas Cumhuriyet Üniversitesi
dc.description.abstractPurposeThe 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/approachThe data were collected from 192 online consumers in Turkiye, and a two-wave longitudinal research design and structural equation modeling were conducted to test the hypotheses of the conceptual model. FindingsThe 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/valueThis 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.
dc.identifier.doi10.1108/GKMC-10-2023-0366
dc.identifier.issn2514-9342
dc.identifier.issn2514-9350
dc.identifier.scopus2-s2.0-85184460849
dc.identifier.scopusqualityQ2
dc.identifier.urihttps://doi.org/10.1108/GKMC-10-2023-0366
dc.identifier.urihttps://hdl.handle.net/20.500.12418/30595
dc.identifier.wosWOS:001157287000001
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEmerald Group Publishing Ltd
dc.relation.ispartofGlobal Knowledge Memory and Communication
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectDigital ad avoidance
dc.subjectAdvertising clutter
dc.subjectConsumer behavior
dc.subjectLongitudinal research design
dc.subjectE-commerce industry
dc.titleExploring the temporal effect of ad clutter on digital ad avoidance: a two-wave longitudinal study
dc.typeArticle

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