Title: THE EFFECT OF PERCEIVED CLUTTER, PERCEIVED GOAL IMPEDIMENT, AND ATTITUDE TOWARD ADVERTISING ON ADVERTISING AVOIDANCE ON INSTAGRAM

Authors: BIANDA VERSA

Item Type: Thesis

Affiliations: Master of Science in Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

Social media usage has increased rapidly in recent years. This is because social media offers various benefits to its users. This increase is not only occurring in developed countries but throughout the world, including in Indonesia. The impact is that many marketers are using social media such as Instagram for advertising. The increasing interest of advertisers in social media has been responded positively by social media companies, for example, Instagram, which has added a variety of ad formats. However, this can have a negative impact on social media users. This study examines the influence of perceived clutter, perceived goal impediment, and attitude toward advertising on advertising avoidance. Data collection was conducted by distributing questionnaires about Instagram ads (sponsored posts) to 200 respondents who use Instagram in Surabaya. The analysis technique used was Structural Equation Modeling (SEM) with the AMOS program. The results of this study indicate that perceived clutter has a positive effect on perceived goal impediment. However, perceived clutter does not significantly influence attitude toward advertising. Perceived clutter also has no significant effect on advertising avoidance. Furthermore, perceived goal impediment negatively impacts attitude toward advertising, but positively impacts advertising avoidance. Furthermore, attitude toward advertising also negatively impacts advertising avoidance.

Keywords: Advertising Avoidance, Perceived Clutter, Perceived Goal Impediment, Attitude toward Advertising

Sources: http://repository.unair.ac.id/70376/