Social Media In-Feed Advertising: the Impacts of Consistency And Sociability On Ad Avoidance

Fan Si; Lu Yaobing; Sumeetgupta

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Social Media In-Feed Advertising: the Impacts of Consistency And Sociability On Ad Avoidance

Fan Si 1 #,Lu Yaobing 1 *,Sumeetgupta 2

1.Management School, Huazhong University of Science and Technology, Wuhan 430074

2.Dept. of Operations and Systems, Indian Institute of Management Raipur, India 495556

*Correspondence author

#Submitted by

Subject:

Funding: Doctoral Program of Higher Education （No.20120142110042）, National Science Foundation of China （No.71332001）

Opened online:29 March 2017

Accepted by: none

Citation: Fan Si,Lu Yaobing,Sumeetgupta.Social Media In-Feed Advertising: the Impacts of Consistency And Sociability On Ad Avoidance[OL]. [29 March 2017] http://en.paper.edu.cn/en_releasepaper/content/4722285

This study examines the success of in-feed advertisements on social media. As social media is growing in popularity, advertisers have increased their spending on these media. Out of various forms of advertising in-feed advertising has been especially successful in generating click-through rates and comments as compared to other forms of advertising, such as banner ads, pop-up ads. This study builds a comprehensive theoretical model to explain the effects of consistency and sociability on in-feed advertising perceptions and avoidance in case of social media users. We find that consistency helps to minimize both perceived goal impediment and perceived ad clutter. However, this influence is insignificant among telic users. Perceived sociability is found to mitigate users' perceptions of in-feed ads as interruptions (clutter and impediments) as well as avoidance of in-feed ads. Implication for research and theory are presented.

Keywords:In-Feed Advertising; Social Media；Consistency; Sociability; Ad avoidance????

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