•  
  •  
 

Abstract

Research Aims: This study aims to investigate and explore how the hedonic personality that exists in each individual can influence avoidance behaviour towards advertisements on social media platforms.

Design/Methodology/Approach: A quantitative approach with a purposive sampling technique was employed to collect data from 198 respondents who have shopped or at least searched for products on social media. The data were then analysed using the Structural Equation Modelling (SEM) technique.

Research Findings: The results showed that hedonic personality affected advertising avoidance behaviour. Through multigroup analysis, this research found differences in how men and women respond to an advertisement. On the other hand, the intrusive level of an advertisement had a direct effect on ad avoidance behaviour on social media.

Theoretical Contribution/Originality: This study contributes knowledge by exploring and linking hedonic personality with ad avoidance behaviour. In addition, this study analyses how those relationships are different between men and women.

Managerial Implication in the South East Asian Context: The results of this study are expected to provide insights for advertisers and encourage them to consider the hedonic style when determining the target customers. Also, the results inform that the model or ad content should be differentiated when targeting men or women.

Research Limitation & Implications: This study is limited in several ways, such as the demographic reach and number of respondents. Additionally, the number of social media platforms is only limited to Instagram and Facebook.

References

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of retailing, 79(2), 77-95.

Bang, H., Kim, J., & Choi, D. (2018). Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation. Computers in Human Behavior, 89, 70-78.

Brüggemann, P., & Olbrich, R. (2023). The impact of COVID-19 pandemic restrictions on offline and online grocery shopping: New normal or old habits?. Electronic Commerce Research, 23(4), 2051-2072.

Çelik, F., Çam, M. S., & Koseoglu, M. A. (2023). Ad avoidance in the digital context: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(6), 2071-2105.

Cho, C. H., & Cheon, H. J. (2004). Why do people avoid advertising on the internet?. Journal of advertising, 33(4), 89-97.

Clark, L., & Çalli, L. (2014). Personality types and Facebook advertising: An exploratory study. Journal of Direct, Data and Digital Marketing Practice, 15(4), 327-336.

Cohen, L., Manion, L., & Morrison, K. (2007). Research Methods in Education (6th ed.). New York: Routledge Falmer.

Costa, P., & McCrae, R. (1992). Neo PI-r professional manual. Psychological Assessment Resources, (pp. 223–256).

Daj, A., & Chirca, A. (2009). The adoption of digital marketing in financial services under crisis. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 2, 161.

Dey, S., Duff, B. R., Chhaya, N., Fu, W., Swaminathan, V., & Karahalios, K. (2020, March). Recommendation for video advertisements based on personality traits and companion content. In Proceedings of the 25th International Conference on Intelligent User Interfaces (pp. 144-154).

Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of marketing research, 37(1), 60-71.

Dodoo, N. A., & Wen, J. (2019). A path to mitigating SNS ad avoidance: Tailoring messages to individual personality traits. Journal of Interactive Advertising, 19(2), 116-132.

Dodoo, N. A., & Wen, J. (2021). Weakening the avoidance bug: The impact of personality traits in ad avoidance on social networking sites. Journal of Marketing Communications, 27(5), 457-480.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modelling (PLS-SEM). Thousand Oak: SAGE Publications, Inc.

Helmi, A., Oesman, Y. M., Kaltum, U., & Faisal, Y. A. (2023). The influence of hedonic values and extraversion on online impulse buying: Empirical evidence from Indonesia. Innovative Marketing, 19(1), 48-58.

Hoglund, G., & Syvertsson, A. (2018). The causes and effects of native advertising clutter in social media. Doctoral dissertation, Master’s thesis, Stockholm School of Economics. Retrieved from http://arc.hhs.se/download.aspx.

Horváth, C., & Adıgüzel, F. (2018). Shopping enjoyment to the extreme: Hedonic shopping motivations and compulsive buying in developed and emerging markets. Journal of Business Research, 86, 300-310.

Ilma, L., Rifa’i, F. S. P., & Sulastiana, M. (2022). Perbedaan persepsi ad intrusiveness iklan skippable dan non-skippable pada platform youtube. Journal of Psychological Science and Profession, 6(3), 212–219.

Jayawardhena, C., & Tiu Wright, L. (2009). An empirical investigation into e‐shopping excitement: Antecedents and effects. European Journal of Marketing, 43(9/10), 1171-1187.

Johnson, A., & Jones, C. (2022, September 8). Content Relevance and Usefulness: Why You Need It and 4 Ways to Achieve It - Content Science Review. Retrieved from https://review.content-science.com/content-relevance-and-usefulness-why-you-need-it-and-4-ways-to-achieve-it/

Jung, A. R. (2017). The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern. Computers in Human Behavior, 70, 303-309.

Kelly, L., Kerr, G., Drennan, J., & Fazal-E-Hasan, S. M. (2021). Feel, think, avoid: Testing a new model of advertising avoidance. Journal of Marketing Communications, 27(4), 343-364.

Ksendzova, M., Iyer, R., Hill, G., Wojcik, S. P., & Howell, R. T. (2015). The portrait of a hedonist: The personality and ethics behind the value and maladaptive pursuit of pleasure. Personality and Individual Differences, 79, 68-74.

Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business & Management, 9(1), 2068402.

Lampropoulos, G., Anastasiadis, T., Siakas, K., & Siakas, E. (2022). The impact of personality traits on social media use and engagement: An overview. International Journal on Social and Education Sciences, 4(1), 34-51.

Li, B., & Yin, S. (2021). How perceived control affects advertising avoidance intention in a skippable advertising context: A moderated mediation model. Chinese Journal of Communication, 14(2), 157-175.

Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of advertising, 31(2), 37-47.

Liu, D., & Campbell, W. K. (2017). The Big Five personality traits, Big Two metatraits and social media: A meta-analysis. Journal of Research in Personality, 70, 229-240.

Myers, S. D., Sen, S., & Alexandrov, A. (2010). The moderating effect of personality traits on attitudes toward advertisements: A contingency framework. Management & Marketing, 5(3), 3.

Nadzir, M., & Ingarianti, T. M. (2015, November). Psychological meaning of money dengan gaya hidup hedonis remaja di kota Malang. In Seminar Psikologi & Kemanusiaan (Vol. 1998, pp. 978-979).

Pham, Q. T., & Vo, D. A. (2022). Impact of employer value proposition and social media use on the intention to apply for a job in the it industry of Vietnam. The South East Asian Journal of Management, 16(2), 1-25.

Putri, V. P. (2020). Shopping lifestyle as mediating between hedonic shopping on impulse buying online at marketplace. Jurnal Manajemen Bisnis, 10(2), 1-8.

Rautio, A. M. (2018). The role of personality traits and advertisement characteristics in social shopping. An experimental study of personality and Instagram marketing (Bachelor's thesis).

Saman, A. (2020). Student hedonic behavior and the counseling treatment. Jurnal Psikologi Pendidikan & Konseling Vol, 6(2), 77-85.

Setiaman, S. (2023). Tutorial Analisa Parsial Model Persamaan Struktural dengan Software SMART-PLS Versi 3 Untuk Tenaga Kesehatan (5th ed.). Jakarta Timur: Yayasan Bakti Mulia.

Setiawan, A. J., & Sahetapy, W. L. (2022). Pengaruh hedonic consumption terhadap impulse buying dengan positive emotion sebagai variabel intervening pada sale Sociolla. Agora, 10(1).

Shimp, T. A. (2004). Advertising, promotion and supplemental aspects of integrated marketing communication. Journal of Marketing Communications, 290.

Tambingon, J., Tasik, F., & Purwanto, A. (2016). Gaya hidup hedonisme mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sam Ratulangi di Kota Manado. Jurnal Administrasi Publik, 1(043).

Taquet, M., Quoidbach, J., De Montjoye, Y. A., Desseilles, M., & Gross, J. J. (2016). Hedonism and the choice of everyday activities. Proceedings of the national Academy of Sciences, 113(35), 9769-9773.

Taufik, T., Prihartanti, N., & Hamid, H. S. A. (2019). Neuroticism, extraversion and conscientiousness as predictors of the hedonistic lifestyle. North American Journal of Psychology, 21(3), 645-660.

Untara, B. K. E., & Ahnjong, B. (2022). Hedonism among students: How does education respond to this phenomenon?. Jurnal Panjar: Pengabdian Bidang Pembelajaran, 4(2), 121-140.

Widodo, M. S., & Kurniawati, M. (2020). Pengaruh ad relevance, ad saliance, ad engagement, perceived goal impediment terhadap advertising avoidance dengan motivasi sebagai variabel moderasi. Jurnal Manajemen Teori dan Terapan, 13(2), 178-197.

Yaakop, A., & Hemsley-Brown, J. (2013). Hedonic pleasure and social image: the effectiveness of Internet advertising. Asian Social Science, 9(1), 179-192.

Download

Share

COinS