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Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising

Year 2022, , 123 - 149, 30.12.2022
https://doi.org/10.26650/CONNECTIST2022-226305

Abstract

The past decade has seen rising concerns about data privacy on social media platforms (SMP). Recent research (Huo, Liu & Min, 2021; Dodoo & Wen, 2020; Youn & Kim, 2019b), has suggested a growing interest in social media fatigue (SMF), whose novelty makes it challenging to understand the underlying issues faced by users of SMP. The present study analyses the impact of SMF on social media advertising (SMA) to discover reasons for reactance and advertising avoidance. This qualitative study consisted of twelve in-depth interviews with young adults aged between 23 and 31 years. The results indicate high levels of SMF, which mainly stemmed from information overload and being overwhelmed. This caused users to feel negatively after using SMP. Ad avoidance is caused by significant privacy concerns when encountering personalized ads, such as suspicion as to how data is used, the feeling of being watched and listened to, as well as annoyance at the irrelevance and repetitiveness of SMA. Furthermore, participants indicated a lack of control over their privacy online and that they felt bombarded by too many ads.

References

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Kontrolü kaybetmek: Sosyal medya yorgunluğunun, gizlilik endişelerinin ve psikolojik tepkinin sosyal medya reklamcılığına etkileri

Year 2022, , 123 - 149, 30.12.2022
https://doi.org/10.26650/CONNECTIST2022-226305

Abstract

Son on yılda sosyal medya platformlarındaki (SMP) veri gizliliği konusunda endişelerin arttığı görülmektedir. Son araştırmalar (Huo, Liu & Min, 2021; Dodoo & Wen, 2020; Youn & Kim, 2019b) sosyal medya platformlarını kullananların karşılaştığı temel problemleri anlamayı zorlaştıran sosyal medya yorgunluğuna (SMY) artan bir ilginin olduğunu göstermiştir. Bu çalışma, tepki ve reklamdan kaçınma nedenlerini ortaya koymak adına SMY’nin sosyal medya reklamcılığı (SMR) üzerindeki etkisini analiz etmektedir. Bu çalışmada, nitel araştırma yöntemi kullanilarak, yaşları 23-31 yaşları arasında değişen genç yetişkinlerle on iki derinlemesine görüşme yapılmıştır. Sonuçlar, sosyal medyada maruz kalınan aşırı bilgi yüklemesinden ve bunalmaktan kaynaklanan yüksek SMY düzeylerini kanıtlamaktadır. Reklamdan kaçınmanın
temel nedeni, kişiselleştirilmiş reklamlarla karşılaşıldığında verilerin nasıl kullanıldığına dair kuşku, başkaları tarafından izleniyor ve dinleniyormuş hissi ve SMR’nın alakasızlığı ve üst üste tekrarlanmasından duyulan rahatsızlık gibi önemli gizlilik kaygılarından kaynaklanmaktadır. Ayrıca, katılımcılar çevrimiçi gizlilikleri üzerinde kontrol sahibi olmadıklarını ve çok fazla reklam bombardımanına tutulduklarını
hissettiklerini belirtmişlerdir.

References

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  • Baker, S.E. & Edwards, R. (2012). How many qualitative interviews is enough. National Centre for Research Methods Review Paper [online]. Available on: http://eprints.ncrm.ac.uk/2273/ /1.
  • Brehm, S.S. & Brehm, J.W. (1981). Psychological Reactance: A Theory of Freedom and Control. New York and London: Academic Press.
  • Bright, L.F. & Logan, K. (2018). Is my fear of missing out (FOMO) causing fatigue? Advertising, social media fatigue, and the implications for consumers and brands. Internet Research, 28(5), 1213-1227. https://doi. org/10.1108/IntR-03-2017-0112
  • Bright, L.F., Lim, H.S., & Logan, K. (2021). “Should I Post or Ghost?”: Examining how privacy concerns impact social media engagement in US consumers. Psychology & Marketing, 1(11). https://doi.org/10.1002/mar.21499
  • Browne, R. (2018). Facebook now lets you know if your data was shared with Cambridge Analytica. CNBC [online] Available on: https://www.cnbc.com/2018/04/09/facebook-to-notify-users-if-data-was- shared-with-cambridge-analytica.html /1.
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  • Dillard, J.P. & Shen, L. (2005). On the Nature of Reactance and its Role in Persuasive Health Communication. Communication Monographs, 72(2), 144-168, DOI: 10.1080/03637750500111815
  • Dixon-Woods, M., Shaw, R.L., Agarwal, S. & Smith J.A. (2004). The problem of appraising qualitative research. Qual Saf Health Care, 13(3), 223-225. Doi: 10.1136/qhc.13.3.223.
  • Dodoo N.A. & Wen, J. (2020). Weakening the avoidance bug: The impact of personality traits in ad avoidance on social networking sites. Journal of Marketing Communications, DOI: 10.1080/13527266.2020.1720267
  • Edwards, S.M., Li, H. & Lee, J. (2002). Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads. Journal of Advertising, 31(3), 83-95. DOI: 10.1080/00913367.2002.10673678
  • Fugard, A.J.B. & Potts, H.W.W. (2015). Supporting thinking on sample sizes for thematic analyses: a quantitative tool. International Journal of Social Research Methodology, 18(6), 669-684, DOI: 10.1080/13645579.2015.1005453 Gardner, L. & Leshner, G. (2015). The Role of Narrative and Other-Referencing in Attenuating Psychological Reactance to Diabetes Self-Care Messages. Health Communication, 31(6), 738-751, DOI: 10.1080/10410236.2014.993498
  • Hennink, M., Hutter, I. & Bailey, A. (2020). Qualitative Research Methods. London: Sage Publications.
  • Hesse-Biber, S.H. & Leavy, P. (2011). The Practice of Qualitative Research. Second Edition. California: Sage Publications.
  • Holmes, A. (2021). 533 million Facebook users’ phone numbers and personal data have been leaked online. Business Insider [online]. Available at: https://www.businessinsider.com/stolen-data-of-533-million- facebook-users-leaked-online-2021-4?r=US&IR=T (Accessed: 22 June 2021).
  • Hsu, T. (2019). The Advertising Industry Has a Problem: People Hate Ads. New York Times [online] Available at: https://www.nytimes.com/2019/10/28/business/media/advertising-industry-research.html (Accessed: 28 April 2021).
  • Huang, G. (2019). Variation matters: How to curb ad intrusiveness for native advertising on Facebook, Twitter, and Instagram. Internet Research, 29(6), 1469-1484. https://doi.org/10.1108/INTR-12-2017-0524
  • Humphrey, W.F.J., Laverie, D.A., & Rinaldo, S.B. (2015). Fostering Brand Community Through Social Media. Business Expert Press, New York. Available from: ProQuest Ebook Central. /1.
  • Huo, H., Liu, Z. & Min, Q. (2021). Social media advertising reactance model: a theoretical review. Internet Research, 31(3), 822-845. https://doi.org/10.1108/INTR-02-2020-0072
  • Jacoby, J. (1977). Information Load and Decision Quality: Some Contested Issues. Journal of Marketing Research, 14(4), 569-573. doi:10.2307/3151201
  • Kang, I., Zhang, Y., & Yoo, S. (2020). Elaboration of Social Media Performance Measures: From the Perspective of Social Media Discontinuance Behavior. Sustainability, 12, 1-22. DOI: 10.3390/su12197962
  • Kaplan, A. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. DOI: 10.1016/j.bushor.2009.09.003.
  • Kelly, L., Kerr, G. & Drennan, J. (2013). Avoidance of Advertising in Social Networking Sites. Journal of Interactive Advertising, 10(2), 16-27, DOI: 10.1080/15252019.2010.10722167
  • Kim, H., Seo, Y., Yoon, H.J., Han, J.Y., Ko, Y. (2021). The effects of user comment valence of Facebook health messages on intention to receive the flu vaccine: the role of pre-existing attitude towards the flu vaccine and psychological reactance. International Journal of Advertising, DOI: 10.1080/02650487.2020.1863065
  • Kim, S. (2015). Effects of Ad-Video Similarity, Ad Location and User Control Option on Ad Avoidance and Advertiser-Intended Outcomes of Online Video Ads. [online]. Available at: https://conservancy.umn.edu/ bitstream/handle/11299/175210/Kim–umn–0130E–16154.pdf?sequence=1&isAllowed=y
  • Kumar, R. (2011). Research Methodology: a step-by-step guide for beginners. Third edition. London: Sage Publications Ltd.
  • Lessne, G. & Venkatesan, M. (1989). Reactance Theory in Consumer Research: the Past, Present and Future. NA - Advances in Consumer Research, 16, 76-78. Available on: https://www.acrwebsite.org/volumes/6884/ volumes/v16/NA-16
  • Neuman, W.L. (2014). Social Research Methods: Qualitative and Quantitative Approaches. Seventh Edition. Essex: Pearson Education Limited.
  • Niu, X., Wang, X. & Liu, Z. (2021). When I feel invaded, I will avoid it: The effect of advertising invasiveness on consumers’ avoidance of social media advertising. Journal of Retailing and Consumer Services, 58, 102320. DOI: 10.1016/j.jretconser.2020.102320.
  • Rains, S.A. (2013). The Nature of Psychological Reactance Revisited: a Meta-Analytic Review. Human Communication Research, 39(1), 47–73, https://doi.org/10.1111/j.1468-2958.2012.01443.x
  • Ramadan, Z. (2017). Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue. Qualitative Market Research, 20(3), 335-353. https://doi.org/10.1108/QMR-07-2016-0064
  • Ravindran, T., Chua, A., & Goh, D. (2014). Antecedents and Effects of Social Network Fatigue. Journal of the Association for Information Science and Technology, 65(11), 2306-2320. DOI: 10.1002/asi.23122.
  • Reynolds-Tylus, T., Bigsby, E. & Quick, B.L. (2020). A Comparison of Three Approaches for Measuring Negative Cognitions for Psychological Reactance. Communication Methods and Measures, 15(1), 43-59, DOI: 10.1080/19312458.2020.1810647
  • Rojas-Méndez, J., Davies, G. and Madran, C. (2009). Universal differences in advertising avoidance behavior: A cross-cultural study. Journal of Business Research, 62(10), 947-954. DOI: 10.1016/j.jbusres.2008.08.008.
  • Schnell, J. (2008). Suggestions for Addressing the Increased Emphasis on Visual Imagery over Aural Messages.
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There are 59 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Nathalie Nıcola This is me 0000-0002-1120-037X

Publication Date December 30, 2022
Submission Date September 27, 2022
Published in Issue Year 2022

Cite

APA Nıcola, N. (2022). Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising. Connectist: Istanbul University Journal of Communication Sciences(63), 123-149. https://doi.org/10.26650/CONNECTIST2022-226305
AMA Nıcola N. Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising. Connectist: Istanbul University Journal of Communication Sciences. December 2022;(63):123-149. doi:10.26650/CONNECTIST2022-226305
Chicago Nıcola, Nathalie. “Losing Control: The Effects of Social Media Fatigue, Privacy Concerns and Psychological Reactance on Social Media Advertising”. Connectist: Istanbul University Journal of Communication Sciences, no. 63 (December 2022): 123-49. https://doi.org/10.26650/CONNECTIST2022-226305.
EndNote Nıcola N (December 1, 2022) Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising. Connectist: Istanbul University Journal of Communication Sciences 63 123–149.
IEEE N. Nıcola, “Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising”, Connectist: Istanbul University Journal of Communication Sciences, no. 63, pp. 123–149, December 2022, doi: 10.26650/CONNECTIST2022-226305.
ISNAD Nıcola, Nathalie. “Losing Control: The Effects of Social Media Fatigue, Privacy Concerns and Psychological Reactance on Social Media Advertising”. Connectist: Istanbul University Journal of Communication Sciences 63 (December 2022), 123-149. https://doi.org/10.26650/CONNECTIST2022-226305.
JAMA Nıcola N. Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising. Connectist: Istanbul University Journal of Communication Sciences. 2022;:123–149.
MLA Nıcola, Nathalie. “Losing Control: The Effects of Social Media Fatigue, Privacy Concerns and Psychological Reactance on Social Media Advertising”. Connectist: Istanbul University Journal of Communication Sciences, no. 63, 2022, pp. 123-49, doi:10.26650/CONNECTIST2022-226305.
Vancouver Nıcola N. Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising. Connectist: Istanbul University Journal of Communication Sciences. 2022(63):123-49.