Personality and Psychological Predictors of Instagram Personalized Ad Avoidance

Title

Personality and Psychological Predictors of Instagram Personalized Ad Avoidance

Creator

Amarnath D.D.; Jaidev U.P.

Description

The purpose of this paper is to apply the meta-theoretical model of motivation and personality (3M) of Mowen to study consumers ad avoidance in the context of online personalized advertisements on Instagram. The current study developed a theoretical framework that links personality traits with reactance arousal and ad avoidance behaviours. Based on the data analysis, it was found that consumers with higher general self-efficacy tend to have more reactance arousal (situational level trait) compared to ad irritation, ad skepticism (surface traits), and ad avoidance behaviours towards personalized advertising on Instagram. The findings will help advertisers and marketers in segmenting the market better based on young users efficacy levels, navigational habits, personality traits, functional motives, and demographic variables to effectively reach the targeted consumers. 2023 IGI Global. All rights reserved.

Source

International Journal of e-Business Research, Vol-19, No. 1

Date

2023-01-01

Publisher

IGI Global

Subject

3M Model; Ad Avoidance; Instagram Personalized Advertising; Personality Traits; Reactance Arousal

Coverage

Amarnath D.D., Christ University, India; Jaidev U.P., Woxsen University, India

Rights

All Open Access; Gold Open Access

Relation

ISSN: 15481131

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.4018/IJEBR.323197

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85168151484&doi=10.4018%2fIJEBR.323197&partnerID=40&md5=f9104196de0cc0f6bf9033f29201cc50