Determinants of consumer ad avoidance behavior on social media platforms

This study examines the determinants of users’ advertisement avoidance behavior on social networking platforms. Data were collected from 201 respondents, predominantly young individuals living and working in Ho Chi Minh City. A mixed-methods research design was employed, comprising an initial qualitative phase to refine measurement constructs, followed by quantitative analysis using SPSS. The results show that perceived informativeness, relevance, entertainment, and credibility are negatively associated with ad avoidance, whereas perceived interruption and annoyance are positively associated with users’ avoidance behavior. Notably, interruption and annoyance emerge as the most influential predictors of advertisement avoidance, underscoring their central role in shaping users’ responses to social media advertising.