Factors Associated With Social Media Advertising Avoidance Among Young People

In recent years,China has begun to transform from a "manufacturing power" to a "manufacturing power".In order to improve the overall brand image of enterprises,the demand for advertising is increasing year by year.Emerging media constantly provide advertisers with diversified channels for the dissemination of marketing information.Social media,with its increasingly prominent marketing value,has gradually become a competitive place for advertisers to present their own brands and increase brand attention.However,in the context of "technology empowerment",users are given the right to avoid advertisements.Social media users are no longer passive receivers of information,but have the right to filter advertising information through various means.As the main consumers and users of social media,the behavior of the youth group to avoid advertisements affects the achievement of advertising effect.Based on the theory of mind to resist,to persuade the two theoretical perspectives,knowledge model to the youth group of social media advertising avoidance condition and its influencing factors as the research question,using 329 youth social media advertising avoidance survey data analysis,aims to study the youth group social media advertising avoidance condition and its influencing factors,so as to improvement and development of the advertising strategy put forward corresponding countermeasures and Suggestions.Based on previous researches,this paper proposes a research model and hypothesis on the factors affecting the avoidance of social media advertising in youth groups.Descriptive statistical analysis,analysis of variance,independent sample T test,correlation analysis and multiple linear regression were used to investigate the avoidance of social media advertising among youth groups and its influencing factors.Through the research,it is found that: in the process of using social media,the youth group has an "existing advertising avoidance tendency",and the advertising avoidance is mainly emotional avoidance.The six independent variables of occupation,Perceived goal impediment,perceived personalization,time pressure,privacy concerns,and ad-skipping habits significantly affected the social media AD avoidance of the youth group.Specifically,in the process of social media browsing,the more cluttered the page caused by advertisements,the greater the browsing barrier for users,and the easier it is to avoid advertisements.However,the more relevant the social media advertising information is to the user's needs,the less the advertising avoidance of the youth group will be.In the case of time pressure,users with high time pressure are more likely to avoid social media advertising.Young people who are worried about the disclosure of privacy are more likely to avoid social media advertisements.In addition,the deeper the ad-skipping habit,the greater the chance of habitually skipping ads over long periods of social media use.In terms of demography,the occupation of the youth group has a significant impact on the advertising avoidance of social media.If users are engaged in a professional occupation,they will pay more attention to their impression management in the use of social media,and their participation in advertising and marketing activities is low,which makes them more inclined to avoid social media advertising.These results show that if advertisers want to reduce the avoidance of social media advertisements by young users,they must first pay attention to the differences among young individuals,so as to promote advertising in line with the characteristics of media and reduce the disturbance to users' browsing.Secondly,the differentiation communication strategy of advertising on social media should be implemented,and the advertising theme should be personalized to improve the relevance and participation of advertising content,reduce users' resistance psychology and avoid behaviors.Finally,strengthen the management of personal data privacy,implement privacy classification,classification protection,appropriate use.The innovation of this study is mainly manifested in the following: First,by introducing two new independent variables of time pressure and advertising skipping habits,it provides a new interpretation perspective for the research on the social media advertising avoidance status and its influencing factors of youth groups;The second is to find out the influencing factors and mechanisms of social media advertising avoidance by youth groups through regression analysis,and construct a "wish list" of social media advertising by youth groups,which has a good inspiration for both academia and industry.