2024
DOI: 10.1108/ijoa-01-2024-4181
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Cultivating consumer resilience: understanding and navigating adolescents’ responses to intrusive advertising

Afef Sahli,
Yuan Zhai

Abstract: Purpose The purpose of this study is to show that as technologies expand the personalization capabilities of advertisers and that intrusive ad formats online and in mobile contexts raise privacy and control concerns, this emerging area requires better understanding. Design/methodology/approach The model tests antecedents and outcomes of advertising intrusion based on surveys of 170 respondents and structural equation modeling. Personalized mobile ads, privacy concerns and perceived vulnerability heighten intr… Show more

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