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| The Impacts of Consistency and Sociability on Social Media In-Feed Ad Avoidance |
| FAN Si，LU Yaobin，HU Yingying |
| Huazhong University of Science and Technology, Wuhan, China |
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Abstract Taking in-feed advertising as the research object, the factors influencing the in-feed ad avoidance of users in social media were studied by limited-capacity model of attention and social presence theory. Findings from an online survey of 351 social media users showed that consistency helped to reduce para-telic users’perceptions of goal impediment and ad clutter, but would increase the ad avoidance of telic users. Accordingly, the moderating effect of user mode has been verified. In addition, those with higher perceived sociability of in-feed ads generated lower levels of perceptions of goal impediment, ad clutter and ad avoidance. Specifically, this study demonstrated that perceived sociability could be improved through insight support and activity support.
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Received: 27 November 2017
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