FACTORS AFFECTING ADVERTISING AVOIDANCE ON FACEBOOK OF TEENAGERS IN HOCHIMINH CITY
Keywords:Advertising avoidance, Facebook, Hochiminh City, Social networking sites, The youth.
AbstractThis research aims to discover and confirm the factors that influence the youths’ avoidance of advertising on Facebook. The data were analyzed from 335 young clients in Hochiminh City. The research model and scales were constructed from the theoretical basis of the advertising avoidance by Cho and Cheon (2004); Kelly, Kerr, and Drennan (2010). In this study, the author developed the scales of avoidance behavior from the dimension based on the privacy and the relationship between privacy concern and the avoidance of social networking site by Grubbs and Milne (2010). Quantitative research methods using SPSS were used for analysis in addition to qualitative research at the preliminary stage. The test results show that privacy concerns, impediments to awareness, information overload, and negative experiences are factors that strongly impact advertising avoidance. This is one of the first studies for the avoidance of advertising in Vietnam. Although it has only been empirically tested on Facebook, it has opened new doors for authors who want to learn about this aspect from various views.
Cho, H. C., & Cheon, J. H. (2004). Why do people avoid advertising on the Internet? Journal of Advertising, 33(4), 89-97.
Clancey, M. (1994). The television audience examined. Journal Advertising Research, 39(5), 27-37.
Dildar, H., & Helene, L. (2014). Online video advertisement avoidance: Can interactivity help? Journal of Applied Business Research, 30(1), 43-49.
Edwards, S. M., Li, H., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 35-46.
Fazio, R. H., & Zanna, M. P. (1981). Direct experience and attitude-behavior consistency. Advances in Experimental Social Psychology, 14, 161-202.
Grubbs, M. H., & Milne, G. (2010). Gender differences in privacy-related measures for young adult Facebook users. Journal of Interactive Advertising, 10(2), 28-45.
Hoch, S. J., & John, D. (1989). Managing what consumers learn from experience. Journal of Marketing, 53, 1-20.
Hoàng, T., & Chu, N. M. N. (2008). Phân tích dữ liệu nghiên cứu với SPSS. Hà Nội, Việt Nam: NXB. Hồng Đức.
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites. Journal of Interactive Advertising, 10(2), 16-27.
Li, W., & Huang, Z. (2016). The research of influence factors of online behavioral advertising avoidance. American Journal of Industrial and Business Management, 6, 947-957.
Mike, T., David, W., & Sukhvinder, U. (2010). Data mining emotion in social network communication: Gender differences in MySpace. Journal of the American Society for Information Science and Technology, 21(1), 190-199.
Nguyễn, Đ. T., & Nguyễn, T. T. (2012). Phương pháp nghiên cứu khoa học trong kinh doanh. Hà Nội, Việt Nam: NXB. Lao động Xã hội.
Seounmi, Y., & Kimberly, H. (2008). Gender and online privacy among teens: Risk perception, privacy concerns, and protection behaviors. Cyberpsychol & Behavior, 11(6), 763-765.
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26, 61-76.
Tufekci, Z. (2008). Can you see me now? Audience and disclosure regulation in online social network sites. Bulletin of Science, Technology, and Society, 28(1), 20-36.
Vũ, D. (2016). Doanh thu quảng cáo trực tuyến ở Việt Nam đang chảy về túi của Facebook, Google. Được truy lục từ http://ictnews.vn/kinh-doanh/thi-truong/doanh-thu-quang-cao-truc-tuyen-o-viet-nam-dang-chay-ve-tui-cua-facebook-google-141446.ict
Volume and Issues
Copyright & License
Copyright (c) 2019 Hồ Trúc Vi, Phan Trọng Nhân.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.