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Advertisement avoidance and algorithmic media: The role of social media fatigue, algorithmic literacy and privacy concerns
Journal of Digital & Social Media Marketing,
12
(3),
276-292
(2024)
Abstract
This paper investigates the intricate dynamics of advertising avoidance within social media platforms, emphasising the roles of social media fatigue, privacy concerns and algorithmic media content awareness. With the pervasive influence of algorithms in curating user experiences, this research explores how these technological underpinnings, alongside users’ privacy apprehensions and the exhaustion from continuous media consumption, contribute to the growing tendency to bypass advertisements. Through a comprehensive review of literature and empirical analysis, the paper delineates the nuanced interplay between personalisation technologies and user engagement, offering insights into the psychological constructs that drive advertising avoidance behaviours. The findings underscore the need for a balanced approach in digital advertising, advocating for strategies that respect user privacy, mitigate social media fatigue and foster transparency in algorithmic content curation. This study not only broadens the academic discourse on digital advertising resistance but also provides practical implications for marketers aiming to navigate the complex landscape of consumer engagement in algorithm-driven media environments. The paper also addresses the challenge of balancing commercial interests with user satisfaction, encouraging innovative solutions for enhancing user engagement without compromising privacy or contributing to media fatigue. Through its comprehensive approach, the research provides valuable insights for academics and practitioners alike, suggesting future directions for developing more sustainable models of digital advertising that align with evolving user expectations and technological advancements.
Keywords: advertising avoidance; social media; digital advertising; algorithms; social media fatigue; privacy
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Author's Biography
Setareh Alavi is a PhD student at the Stan Richards School of Advertising and Public Relations at the University of Texas at Austin. Her research focuses primarily on the ethical and societal implications of digital environment design, computational communication, and the emotional dynamics of virality in political and societal contexts. With an interdisciplinary background in art and health technology, Setareh probes into the design and algorithmic behaviours of social media platforms, exploring how these factors influence user interaction and content dissemination. Her academic work is deeply concerned with the challenges posed by digital echo chambers, polarisation and the increasing feelings of isolation that can be exacerbated by social media. She also investigates the emerging phenomena of social media fatigue and user frustrations, which highlight the complex relationship between digital platforms and user wellbeing.
Pooja Iyer is an assistant professor of advertising at University of Colorado Boulder. Her research lies at the intersection of Big Data, privacy and personalisation in the advertising and marketing industry. She primarily studies the impact of Big Data and artificial intelligence on emerging media, the politics of platforms and consumer behaviour. Informed by her extensive industry experience, Pooja has a keen interest in bridging the gap between academia and industry. She participates in many industry events and has also guest lectured on Big Data and media strategy at Texas Christian University, Texas State University and the University of Texas at Austin.
Laura F. Bright is an associate professor of media analytics at the University of Texas at Austin. Her research focuses on social media addiction and fatigue, Big Data and personalised advertising, and consumer engagement online. Laura’s work has appeared in the Journal of Current Issues in Research and Advertising, Journal of Interactive Advertising, Computers in Human Behavior, Journal of Marketing Communication, Journal of Marketing Theory and Practice and Internet Research, among others. Laura lectures in the areas of media management, digital media effects and advertising research methods. She has been an associate editor for the Journal of Interactive Advertising and currently serves on the editorial review boards for multiple titles in the fields of advertising and social media. She has spent over a decade working in the interactive advertising business, and provides consultancy services to various companies and organisations, helping them optimise their digital presence.
