Consumer perceptions towards unsolicited advertisements on social media

Article

Romano, R. and Han, J. 2022. Consumer perceptions towards unsolicited advertisements on social media. Data. 7 (10). https://doi.org/10.3390/data7100138
TypeArticle
TitleConsumer perceptions towards unsolicited advertisements on social media
AuthorsRomano, R. and Han, J.
Abstract

The practice of unsolicited advertisements on social media has grown prevalent. This data article presents 837 US-based social media users’ consumer perceptions of such advertisements. Understanding how consumers perceive unsolicited advertising is vital to developing effective digital marketing strategies. Data collection was via an online survey adopting multi-measurement items from extant studies for reliability and validity. The data showed high internal consistency with Cronbach’s alpha testing, and confirmatory factor analysis (CFA) found the measurement model valid. Goodness-of-fit indices showed a good fit with the data. Finally, convergent and discriminant validity was confirmed using the composite reliability, average variance extracted (AVE), and correlations among constructs. Further research may utilise the data using inferential analysis techniques to add to our understanding of consumer perceptions of unsolicited advertising on social media.

Keywordsmarketing; social media advertisement; consumer perception; intrusiveness; privacy concern; social media ad avoidance behaviour
Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherMDPI AG
JournalData
ISSN
Electronic2306-5729
Publication dates
Online01 Oct 2022
Print01 Oct 2022
Publication process dates
Submitted02 Sep 2022
Accepted20 Sep 2022
Deposited12 Oct 2023
Output statusPublished
Publisher's version
License
Digital Object Identifier (DOI)https://doi.org/10.3390/data7100138
Web of Science identifierWOS:000872621200001
LanguageEnglish
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