Exploring the temporal effect of ad clutter on digital ad avoidance: a two-wave longitudinal study

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dc.contributor.authorÇelik, Fatih
dc.contributor.authorYıldız, Selçuk Yasin
dc.contributor.authorOzkara, Behcet Yalin
dc.contributor.authorÇam, Mehmet Safa
dc.contributor.authorIbrahim, Blend
dc.date.accessioned2024-02-19T08:37:32Z
dc.date.available2024-02-19T08:37:32Z
dc.date.issued2024en_US
dc.departmentFakülteler, İşletme Fakültesi, İngilizce İşletme Bölümüen_US
dc.description.abstractPurpose: The study investigates the antecedents and consequences of digital ad avoidance in the e-commerce industry. This study aims to investigate how digital ad avoidance relates to internet usage over time, using a two-wave longitudinal research design. This study also explores how real-world advertising clutter (clutter and non-clutter) affects these relationships. Design/methodology/approach: The data were collected from 192 online consumers in Türkiye, and a two-wave longitudinal research design and structural equation modeling were conducted to test the hypotheses of the conceptual model. Findings: The results indicated that perceived goal impediment and prior negative experience had positive effects on affective avoidance in both ad-clutter and non-clutter periods. Further, affective avoidance had a significant positive effect on both cognitive and behavioral avoidance in either period. In addition, ad clutter moderated the effects of cognitive and behavioral avoidance on online purchase intention. Originality/value: This research provides new evidence of the crucial role perceived goal impediment, prior negative experience and perceived control each play in driving digital ad avoidance. This paper contributes to the body of knowledge in the field by exploring how advertising clutter (both cluttered and non-cluttered settings) moderates these relationships through a two-wave longitudinal study.en_US
dc.identifier.doi10.1108/GKMC-10-2023-0366en_US
dc.identifier.scopus2-s2.0-85184460849en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://hdl.handle.net/11467/7142
dc.identifier.urihttps://doi.org/10.1108/GKMC-10-2023-0366
dc.identifier.wosWOS:001157287000001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.relation.ispartofGlobal Knowledge, Memory and Communicationen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/embargoedAccessen_US
dc.subjectDigital ad avoidance, Advertising clutter, Consumer behavior, Longitudinal research design, E-commerce industryen_US
dc.titleExploring the temporal effect of ad clutter on digital ad avoidance: a two-wave longitudinal studyen_US
dc.typeArticleen_US

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