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http://dx.doi.org/10.14400/JDC.2020.18.12.251

A Study on the Effect of the Facebook Attitude on Advertising Avoidance: Focusing on the Dual Mediating Effect of Advertising Intrusiveness and Advertising Attitude  

Youm, Dongsup (Dept. of Advertising & Public Relations & Communication, The Mokwon University)
Publication Information
Journal of Digital Convergence / v.18, no.12, 2020 , pp. 251-258 More about this Journal
Abstract
This study was conducted to understand the dual mediating effect of advertising intrusiveness and advertising attitude on the relationship between Facebook attitude and advertising avoidance on Facebook advertisements. A survey was conducted on 250 male and female students attending M University located in Daejeon, and the result was analyzed with SPSS PROCESS MACRO. First, the result yielded that there is a significant positive correlation between Facebook attitude and advertising attitude, and there is a significant negative correlation between Facebook attitude and advertising intrusiveness and avoidance. There is a significant positive correlation between advertising intrusiveness and advertising avoidance, and there is a significant negative correlation between advertising intrusiveness and advertising attitude. Advertising attitude and advertising avoidance has a significant negative correlation. Second, a complete dual mediating effect was confirmed by investigating the dual mediating effect of advertising intrusiveness and advertising attitude on the relationship between Facebook attitude and Facebook advertising avoidance. Such results profess about the impact of Facebook attitude on the advertising avoidance on Facebook advertisements that advertising intrusiveness and advertising attitude could mediate the decrease in advertising avoidance.
Keywords
Facebook Attitude; Advertising Avoidance; Advertising Intrusiveness; Advertising Attitude; Dual Mediating Effect;
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Times Cited By KSCI : 8  (Citation Analysis)
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