Title: THE EFFECT OF PERCEIVED CLUTTER, PERCEIVED GOAL IMPEDIMENT, AND ATTITUDE TOWARD ADVERTISING ON ADVERTISING AVOIDANCE ON INSTAGRAM
Author: BIANDA VERSA
Item Type: Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Social media use has increased rapidly in recent years. This is because social media offers various benefits for its users. This increase does not only occur in developed countries but throughout the world, including in Indonesia. The impact is that many marketers use social media such as Instagram to advertise. The increasing interest of advertisers in social media has been responded positively by social media companies, for example Instagram, which has increased the variety of ad formats. But this can have a negative impact on social media users. This research studies the influence of perceived clutter, perceived goal impediment, and attitude toward advertising on advertising avoidance. Data collection was carried out by distributing questionnaires regarding Instagram advertising (sponsored posts) to 200 respondents who use Instagram in Surabaya. The analysis technique used is Structural Equation Modeling (SEM) using the AMOS program. The results of this research show that perceived clutter has a positive effect on perceived goal impediment. However, perceived clutter does not have a significant effect on attitude toward advertising. Perceived clutter also has no significant effect on advertising avoidance. Furthermore, perceived goal impediment has a negative effect on attitude toward advertising but perceived goal impediment has a positive effect on advertising avoidance. Apart from that, attitude toward advertising also has a negative effect on advertising avoidance.
Keywords: Advertising Avoidance, Perceived Clutter, Perceived Goal Impediment, Attitude toward Advertising
Sources: http://repository.unair.ac.id/70376/
