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| Advertising Avoidance in the Context of Digital Media: Review and Prospects |
| HE Yuanqiong，LI Bin，YIN Shimin |
| 1. Huazhong University of Science and Technology, Wuhan, China; 2. Tsinghua University， Beijing， China； 3. Anhui University, Hefei, China |
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Abstract This study firstly introduces the context of the digital advertising avoidance phenomenon, systematically expounds on the relations and differences between digital and traditional advertising avoidance, and sorts out the research topics from three perspectives of research hotspot, evolution process and development trend based on the representative literature, to present the topic distribution and future trend clearly. Then this study reviews the related theories and develops an integrated framework of the mechanism, summarizes and explains the key influencing factors of digital advertising avoidance. Finally, it proposes the directions of the human-computer collaboration model and private traffic livestreaming, providing ideas and references for the localization theory development and management practice of advertising avoidance field.
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Received: 25 June 2021
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