Avoidance of Social Media Advertising: A Latent Profile Analysis

Faculty/Professorship: Information Systems and Services  
Author(s): Mattke, Jens ; Reis, Lea  ; Maier, Christian ; Graser, Heinrich
By: ... ; Müller, Lea ; ...
Title of the compilation: SIGMIS-CPR'18: Proceedings of the 2018 ACM SIGMIS Conference on Computers and People Research
Corporate Body: ACM SIGMIS CPR Conference, Buffalo-Niagara Falls, NY, USA — June 18 - 20, 2018
Publisher Information: New York, NY, USA : ACM
Year of publication: 2018
Pages: 50-57
ISBN: 978-1-4503-5768-5
Language(s): English
DOI: 10.1145/3209626.3209705
Some individuals actively avoid social media advertising, for instance by scrolling over ads or ignoring ads. Therefore, this research aims to identify distinct profiles of individuals avoiding social media advertising. We build upon the advertising avoidance model and take a person-centered approach, using latent profile analysis to identify different profiles of individuals, who avoid social media advertising. We identified three distinct profiles of individuals, differing in their perception and their level of avoidance: unconcerned users, playful avoiding users and goal-oriented users. We contribute by characterizing individuals avoiding SMA, so that companies can use these profiles to derive different strategies how to deal with different profiles of individuals.
Peer Reviewed: Ja
International Distribution: Ja
Type: Conferenceobject
URI: https://fis.uni-bamberg.de/handle/uniba/45050
Year of publication: 7. January 2019