社交媒体信息流广告：一致性与社交性对广告回避的影响

his study examines the success of in-feed advertisements on social media. As social media is growing in popularity, advertisers have increased their spending on these media. Out of various forms of advertising in-feed advertising has been especially successful in generating click-through rates and comments as compared to other forms of advertising, such as banner ads, pop-up ads. This study builds a comprehensive theoretical model to explain the effects of consistency and sociability on in-feed advertising perceptions and avoidance in case of social media users. We find that consistency helps to minimize both perceived goal impediment and perceived ad clutter. However, this influence is insignificant among telic users. Perceived sociability is found to mitigate users' perceptions of in-feed ads as interruptions (clutter and impediments) as well as avoidance of in-feed ads. Implication for research and theory are presented.