Correction: A Bibliometric Review of Ad Avoidance Literature

The original article was published on October 15, 2025. https://dergipark.org.tr/en/pub/josc/article/1699491

Erratum Note

In Volume 18, Issue 2, the article titled “A Bibliometric Review of the Advertising Avoidance Literature,” published in our issue, listed the affiliation of one of its authors, Ceren Buse Bitlis, as “Anadolu University.” At the author's request, this information has been updated to “Anadolu University, Graduate School of Education, Department of Public Relations and Advertising, Eskișehir, Türkiye,” and the article is published in this issue of our journal on pages 1023‑1042.

Abstract

Ad avoidance behaviour is an important topic that attracts the researchers’ attention in order to increase the effectiveness of advertisements and to gain a better understanding of consumers’ reactions to advertisements. Although many studies in the advertising literature analyse ad avoidance behaviour in different contexts, few systematically reveal the development of this issue and the main trends in the field. This study therefore aims to examine the developmental stages of ad avoidance literature and current research themes and trends. A bibliometric analysis was conducted on 165 articles published between 1995 and 2025 and indexed in the Web of Science (WoS) database. The fields of science, journals, publications, citations, authors, countries and keywords were analysed using the WoS database and VOSviewer software. The research findings show that the majority of publications on ad avoidance originate from the fields of business and communication. Since 2017, there has been a significant increase in research on ad avoidance. Bellman was the most prolific author and Edwards, Lee and Li were the most cited. The countries that contribute most to literature on ad avoidance are the USA, China, and South Korea. Prominent keywords in the literature include ad avoidance, advertising, social media and media.

Keywords

• Advertising Avoidance
• Traditional Media
• Digital Media
• Bibliometric Analysis
• Advertising

Correction: Reklamdan Kaçınma Literatürüne Yönelik Bibliyometrik Bir İnceleme

The original article was published on October 15, 2025. https://dergipark.org.tr/en/pub/josc/article/1699491

Erratum Note

18. Cilt 2. Sayımızda yayımlanan “Reklamdan Kaçınma Literatürüne Yönelik Bibliyometrik Bir İnceleme” bașlıklı makalenin yazarlarından Ceren Buse Bitlis'in kurum bilgisi “Anadolu Üniversitesi” olarak yazılmıștır. Yazarın talebi doğrultusunda bu bilgi “Anadolu Üniversitesi, Lisansüstü Eğitim Enstitüsü, Halkla İlișkiler ve Reklamcılık Anabilim Dalı, Eskișehir, Türkiye” șeklinde güncellenerek adı geçen makale dergimizin bu sayısında 1023‑1042 sayfalarında yayımlanmaktadır.

Abstract

Reklamdan kaçınma davranışı, reklamların etkinliğinin artırılması ve tüketicilerin reklamlara yönelik tepkilerinin daha iyi anlaşılması açısından araştırmacıların ilgisini çeken önemli bir konudur. Reklamcılık literatüründe reklamdan kaçınma davranışını farklı bağlamlarda inceleyen birçok çalışma bulunmasına rağmen bu konunun literatürdeki gelişimini ve alandaki temel eğilimleri sistematik bir şekilde ortaya koyan araştırmaların sınırlı sayıda olduğu göze çarpmaktadır. Bu kapsamda çalışmada reklamdan kaçınma literatürünün gelişim aşamalarını, güncel araştırma temalarını ve eğilimlerini incelemek amaçlanmaktadır. Araştırmada Web of Science (WoS) veri tabanında taranan 1995-2025 yılları arasında yayımlanmış 165 makale üzerinden bibliyometrik bir inceleme gerçekleştirilmiştir. WoS veri tabanı ve VOSviewer yazılımı aracılığıyla bilim alanları, dergiler, yayınlar, atıflar, yazarlar, ülkeler ve anahtar kelimeler analiz edilmiştir. Araştırma bulguları reklamdan kaçınma konusunda en çok işletme ve iletişim alanlarında yayınların üretildiğini göstermiştir. Ayrıca 2017 yılından itibaren reklamdan kaçınma konulu araştırmalarda önemli bir artış yaşandığı gözlemlenmiştir. En üretken yazar Bellman iken en çok atıf alan yazarlar Edwards, Lee ve Li olmuştur. Reklamdan kaçınma literatürüne en fazla katkı sağlayan ülkeler ABD, Çin ve Güney Kore’dir. “Reklamdan kaçınma, reklamcılık, sosyal medya ve medya” gibi kavramlar literatürde ön plana çıkan anahtar kelimeler arasındadır.

Keywords

• Reklamdan Kaçınma
• Geleneksel Medya
• Dijital Medya
• Bibliyometrik Analiz

References

1. Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76. https://doi.org/10.2753/JOA0091-3367410105
2. Bal, D., & Yılmaz, R. A. (2021). İletişim öğrencilerinin bir iletişim formu olan reklamdan kaçınma davranışları üzerine bir inceleme. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 9(2), 566–597. https://doi.org/10.19145/e-gifder.916687
3. Çelik, F., Çam, M. S., & Köseoğlu, 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. https://doi.org/10.1111/ijcs.12882
4. Cho, C. H., & Cheon, H. J. (2004). Why do people avoid advertising on the internet? Journal of Advertising, 33(4), 89-97. https://doi.org/10.1080/00913367.2004.10639175
5. Danaher, P. J. (1995). What happens to television ratings during commercial breaks? Journal of Advertising Research, 35(1), 37-37.
6. Ding, X. (2020). Knowledge Mapping of Platform Research: A Visual Analysis Using VOSviewer. In 5th International Conference on Economics, Management, Law and Education (EMLE 2019). 10.2991/aebmr.k.191225.081
7. Dodoo, N. A., & Wen, J. (2019). Path to mitigating SNS ad avoidance: Tailoring messages to individual personality traits. Journal of Interactive Advertising, 19(2), 116-132. https://doi.org/10.1080/15252019.2019.1573159
8. Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070

9. Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95. https://doi.org/10.1080/00913367.2002.10673678
10. Elliott, M. T., & Speck, P. S. (1998). Consumer perceptions of advertising clutter and its impact across various media. Journal of Advertising Research, 38(1), 29-30.
11. Johnson, J. P. (2013). Targeted advertising and advertising avoidance. Journal of Economics, 44(1), 128-144. https://doi.org/10.1111/1756-2171.12014
12. 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. https://doi.org/10.1016/j.chb.2017.01.008
13. Kelly, L., Kerr, G., & Drennan, J. (2020). Triggers of engagement and avoidance: Applying approach-avoid theory. Journal of Marketing Communications, 26(5), 488-508. https://doi.org/10.1080/13527266.2018.1531053
14. Lee, J., & Ahn, J. H. (2012). Attention to banner ads and their effectiveness: An eye-tracking approach. International Journal of Electronic Commerce, 17(1), 119-137. https://doi.org/10.2753/JEC1086-4415170105
15. 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. https://doi.org/10.1080/00913367.2002.10673665
16. Li, W., & Huang, Z. (2016). The research of influence factors of online behavioral advertising avoidance. American Journal of Industrial and Business Management, 6(9), 947-957. https://doi.org/10.4236/ajibm.2016.69092
17. Merigó, J. M., Gil-Lafuente, A. M., & Yager, R. R. (2015). An overview of fuzzy research with bibliometric indicators. Applied Soft Computing, 27, 420-433. https://doi.org/10.1016/j.asoc.2014.10.035
18. Michelon, A., Bellman, S., Faulkner, M., Cohen, J., & Bruwer, J. (2020). A new benchmark for mechanical avoidance of radio advertising: Why radio advertising is a sound investment. Journal of Advertising Research, 60(4), 407–416. https://doi.org/10.2501/JAR-2020-007
19. Özel, S. (2021). Bir reklam biçimi olarak preroll video ve YouTube kullanıcılarının preroll video reklamlara yaklaşımı. Selçuk İletişim, 14(3), 1311–1340. https://doi.org/10.18094/josc.861924
20. Rumbo, J. D. (2002). Consumer resistance in a world of advertising clutter: The case of Adbusters. Psychology & Marketing, 19(2), 127-148. https://doi.org/10.1002/mar.10006
21. Rust, R. T., & Varki, S. (1996). Rising from the ashes of advertising. Journal of Business Research, 37(3), 173-181. Elsevier. https://doi.org/10.1016/S0148-2963(96)00067-7
22. Speck, P. S., & Elliott, M. T. (1997b). The antecedents and consequences of perceived advertising clutter. Journal of Current Issues & Research in Advertising, 19(2), 39-54. https://doi.org/10.1080/10641734.1997.10524436
23. Speck, P. S., & Elliott, M. T. (1997a). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61-76. https://doi.org/10.1080/00913367.1997.10673529
24. Tse, A. C. B., & Lee, R. P. (2001). Zapping behavior during commercial breaks. Journal of Advertising Research, 41(3), 25-29. https://doi.org/10.2501/jar-41-3-25-29
25. Wilbur, K. C. (2008). A two-sided, empirical model of television advertising and viewing markets. Marketing Science, 27(3), 356-378. https://doi.org/10.1287/mksc.1070.0303