Ad avoidance in the digital context: a systematic literature review and research agenda

dc.authorid0000-0002-3765-5284
dc.authorid0000-0001-6046-4585
dc.authorid0000-0001-9369-1995
dc.contributor.authorÇelik, Fatih
dc.contributor.authorÇam, Mehmet Safa
dc.contributor.authorKöşeoğlu, Mehmet Ali
dc.date.accessioned2023-01-16T08:14:19Z
dc.date.available2023-01-16T08:14:19Z
dc.date.issued2023
dc.departmentSosyal Bilimler Meslek Yüksekokulu
dc.description.abstractThe recent growth in digital marketing investments and revenues has attracted the attention of both marketing practitioners and scholars. However, this growth has dramatically increased users' exposure to ad messages, encouraging consumers to avoid them. Therefore, ad avoidance has become a major problem for marketing practitioners. Although researchers have become much more interested in this subject over the past two decades, the body of knowledge on ad avoidance in the digital environment remains fragmented due to the lack of a comprehensive review. Therefore, a holistic overview study is needed that focuses on the big picture and can help researchers to understand the literature comprehensively. This study aims to provide a comprehensive understanding of the topic using a systematic literature review approach on digital ad avoidance. To this end, we provide an in-depth content analysis of 56 relevant articles published in 31 peer-reviewed scientific journals up to December 31, 2021. Based on a theories, contexts, characteristics, and methods (TCCM) framework, the study results shed light on ‘what do we know, how do we know, and where should research about digital ad avoidance research be heading?’ Additionally, drawing on the content analysis, we have presented an integrative framework that considers antecedents, outcomes, mediators, and moderators, which can help develop the field systematically and guide future research. By doing so, we think this review meets the need to give an overview of the state-of-the-art scientific body of knowledge on digital ad avoidance and makes important and solid contributions to the literature, practical implications, and future research directions based on the findings.
dc.identifier.doi10.1111/ijcs.12882
dc.identifier.issn1470-6423
dc.identifier.scopusqualityQ1
dc.identifier.urihttps:/dx.doi.org/10.1111/ijcs.12882
dc.identifier.urihttps://hdl.handle.net/20.500.12451/9935
dc.identifier.wosWOS:000874827300001
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherJohn Wiley and Sons Inc
dc.relation.ispartofInternational Journal of Consumer Studies
dc.relation.publicationcategoryDiğer
dc.rightsinfo:eu-repo/semantics/embargoedAccess
dc.subjectAd Avoidance
dc.subjectDigital Advertising
dc.subjectFramework-based Review
dc.subjectResearch Agenda
dc.subjectSystematic Literature Review
dc.titleAd avoidance in the digital context: a systematic literature review and research agenda
dc.typeReview Article

Dosyalar

Orijinal paket
Listeleniyor 1 - 1 / 1
[ X ]
İsim:
celik-fatih-2022.pdf
Boyut:
3.25 MB
Biçim:
Adobe Portable Document Format
Açıklama:
Tam Metin / Full Text
Lisans paketi
Listeleniyor 1 - 1 / 1
[ X ]
İsim:
license.txt
Boyut:
1.44 KB
Biçim:
Item-specific license agreed upon to submission
Açıklama: