Skipping the skippable: An empirical study with out‐of‐sample predictive relevance

Munawar, Saima; Fahim, Syed Muhammad; Ahmed, S.; Farooq, Sumair; Rehman, Asma

doi:10.1002/jcop.22674

Cited by 2 publications

(2 citation statements)

References 52 publications

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“…The most recent study revealed that ad irritation negatively moderates the indirect effect of perceived ad intrusiveness on digital ad avoidance through perceived ad informativeness (Munawar et al, 2021). In addition, a recent experimental study examined the conditional effect of product durability on the relationship between multitasking and digital ad avoidance.…”

Section: Ad-related Moderator Factorsmentioning

confidence: 99%

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Ad avoidance in the digital context: A systematic literature review and research agenda

Çam

Köseoğlu

2022

Int J Consumer Studies

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The recent growth in digital marketing investments and revenues has attracted the attention of both marketing practitioners and scholars. However, this growth has dramatically increased users' exposure to ad messages, encouraging consumers to avoid them. Therefore, ad avoidance has become a major problem for marketing practitioners. Although researchers have become much more interested in this subject over the past two decades, the body of knowledge on ad avoidance in the digital environment remains fragmented due to the lack of a comprehensive review. Therefore, a holistic overview study is needed that focuses on the big picture and can help researchers to understand the literature comprehensively. This study aims to provide a comprehensive understanding of the topic using a systematic literature review approach on digital ad avoidance. To this end, we provide an in‐depth content analysis of 56 relevant articles published in 31 peer‐reviewed scientific journals up to December 31, 2021. Based on a theories, contexts, characteristics, and methods (TCCM) framework, the study results shed light on ‘what do we know, how do we know, and where should research about digital ad avoidance research be heading?’ Additionally, drawing on the content analysis, we have presented an integrative framework that considers antecedents, outcomes, mediators, and moderators, which can help develop the field systematically and guide future research. By doing so, we think this review meets the need to give an overview of the state‐of‐the‐art scientific body of knowledge on digital ad avoidance and makes important and solid contributions to the literature, practical implications, and future research directions based on the findings.

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Section: Ad-related Moderator Factorsmentioning

confidence: 99%

“…We find the Internet the most popular platform, with 32.3% of the articles in the dataset. This suggests that research on T A B L E 5Baek and Morimoto (2012),Brinson and Britt (2021),Chung and Kim, (2021),Edwards et al (2002),Munawar et al (2021),Shin and Lin (2016),Youn and Kim (2019a),Youn and Kim (2019b) a…”

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confidence: 99%

Ad avoidance in the digital context: A systematic literature review and research agenda

Çam

Köseoğlu

2022

Int J Consumer Studies

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Whitelist or Leave Our Website! Advances in the Understanding of User Response to Anti-Ad-Blockers

Redondo

Aznar

2023

Informatics

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Website publishers cannot monetize the ad impressions that are prevented by ad-blockers. Publishers can then employ anti-ad-blockers that force users to choose between either accepting ad impressions by whitelisting the website in the ad-blocker, or leaving the website without accessing the content. This study delineates the mechanisms of how willingness to whitelist/leave the website are affected by the request’s sensitivity to recipients as well as the users’ psychological reactance and evaluation of the website advertising. We tested the proposed relationships using an online panel sample of 500 ad-blocker users, who were asked about their willingness to whitelist/leave their favorite online newspaper after receiving a hypothetical anti-ad-blocker request—four alternative requests with different sensitivity levels were created and randomly assigned to the participants. The results confirmed that (a) the request’s sensitivity can improve the recipient’s compliance, (b) users’ psychological reactance plays an important role in explaining the overall phenomenon, and (c) a favorable evaluation of the website advertising can improve willingness to whitelist. These findings help to better understand user response to anti-ad-blockers and may also help publishers increase their whitelist ratios.

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Skipping the skippable: An empirical study with out‐of‐sample predictive relevance

Cited by 2 publications

References 52 publications

Ad avoidance in the digital context: A systematic literature review and research agenda

Ad avoidance in the digital context: A systematic literature review and research agenda

Whitelist or Leave Our Website! Advances in the Understanding of User Response to Anti-Ad-Blockers

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