From perception to avoidance: Examining the impact of irritation, perceived informativeness, and advertisement length on advertising avoidance behavior
Date Published:
17/08/2026
Online Published:
25/07/2026
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
Purpose - This study examines the effects of characteristics in online video advertising content, including perceived irritation, perceived informativeness, and advertisement length, on attitudes toward advertising and advertising avoidance behavior among Generation Z in Ho Chi Minh City.
Design/Methodology/Approach - A quantitative research approach was employed using survey data collected from 226 valid Generation Z respondents in Ho Chi Minh City. The proposed research model was tested using structural equation modeling (SEM).
Findings - The results of the study show that attitude toward advertising is a significant determinant of the behavior of avoiding advertising. Perceived irritation and length of the advertisement negatively influence attitudes toward advertising; perceived informativeness has a positive impact on attitudes. Of these antecedent factors, perceived irritation is the strongest predictor of advertising attitudes.
Research limitations/implications - This study is limited to Generation Z respondents in Ho Chi Minh City and uses cross-sectional self-reported data, which may limit the generalizability of the findings and the ability to draw causal inferences. Future research should be conducted with a larger sample that allows for more generalizable results, using a longitudinal design to add explanatory variables.
Originality/value - The study adds to the body of knowledge on advertising avoidance by presenting empirical findings in the context of Vietnam's digital advertising. It also helps to explain how the characteristics of online video advertising influence consumer attitudes and advertising avoidance in Generation Z.
Practical implications -Firms would do well to reduce annoying aspects in ads, refrain from very long video commercials, and enhance the informativeness of advertising content to build better consumer attitudes and lower advertising avoidance.
Social implications - The findings underscore the need for better, more informative, and user-friendly practices in online video advertising that not only help consumers but also foster a more robust digital advertising environment.
Keywords
Advertising avoidance behavior; Generation Z; VAB model
Article Details
Field of Economic (JEL Codes)
D91 - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making - Micro-Based Behavioral Economics, M15 - IT Management - Business Administration, M31 - Marketing - Marketing and Advertising
References
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Bang, H., Kim, J., & Choi, D. (2018). Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation. Computers in Human Behavior, 89, 70–78. https://doi.org/10.1016/j.chb.2018.07.020
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2020). Brand recall of skippable vs non-skippable ads in YouTube. Online Information Review, 44(3), 545–562. https://doi.org/10.1108/oir-01-2019-0035
Campbell, W. K., & Campbell, S. M. (2009). On the Self-regulatory Dynamics Created by the Peculiar Benefits and Costs of Narcissism: A Contextual Reinforcement Model and Examination of Leadership. Self and Identity, 8(2–3), 214–232. https://doi.org/10.1080/15298860802505129
Clancey, M. (1994). The television Audience Examined. Journal Advertising Research, 39(5), 27-37. https://doi.org/10.1080/00218499.1994.12466966
Cho, C., & As, U. O. T. a. I. A. (2004). Why do people avoid advertising on the internet? Journal of Advertising, 33(4), 89–97. https://doi.org/10.1080/00913367.2004.10639175
Chowdhury, H.K., Parvin, N., Weitenberner, C. & Becker, M. (2010). Consumer attitude toward mobile advertising in an emerging market: An empirical study. Marketing, 12(2), 206-216.
Diep, A. L. T., & Van, T. P. (2024). The impact of risk perception on Generation Z’s intention to avoid short video advertising in the food and beverage industry. Journal of Trade Science, (188), 74–89. https://doi.org/10.54404/jts.2024.188v.06
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35. https://doi.org/10.1080/00218499.1996.12466626
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers.
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. https://doi.org/10.1080/00913367.2002.10673678
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Gesenhues, A. (2014). Study: 56% of viewers skip online video ads & 46% say any ad over 15-seconds is too long. Marketing Land.
Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592. https://doi.org/10.2501/S0265048708080153
Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638–646. https://doi.org/10.1037/0022-3514.54.4.638
Heath, R. G., & Stipp, H. (2011). The secret of television’s success: emotional content or rational information? After fifty years the debate continues. Journal of Advertising Research, 51(sup1), 112-123. https://doi.org/10.2501/JAR-51-1-112-123
Karunarathne, E. a. C. P., & Thilini, W. A. (2022). Advertising value constructs’ implication on purchase intention: Social media advertising. Management Dynamics in the Knowledge Economy, 10(3), 287–303. https://doi.org/10.2478/mdke-2022-0019
Kaynak, E., Kara, A., & Apil, A. R. (2011). An investigation of people's time orientation, attitudes, and behavior toward advertising in an international context. Journal of Global Marketing, 24(5), 433-452. https://doi.org/10.1080/08911762.2011.634327
Kemp, S. (2023). Digital 2023 deep-dive: How much time do we spend on social media? DataReportal. https://datareportal.com/reports/digital-2023-deep-dive-time-spent-on-social-media
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
Kelly, L., Kerr, G., Drennan, J., & Fazal-E-Hasan, S. M. (2021). Feel, think, avoid: Testing a new model of advertising avoidance. Journal of Marketing Communications, 27(4), 343-364. https://doi.org/10.1080/13527266.2019.1666902
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective. Journal of interactive advertising, 10(2), 16-27. https://doi.org/10.1080/15252019.2010.10722167
Kim, H. L., Kim, Y., Yoon, S., & Ryu, S. (2023). Effect of media context on avoidance of skippable pre-roll ads in online video platform: A mental accounting of time perspective. Journal of Business Research, 164, 113966. https://doi.org/10.1016/j.jbusres.2023.113966
Lin, H. C., Lee, N. C., & Lu, Y. (2021). The mitigators of ad irritation and avoidance of YouTube skippable In-Stream ads: an empirical study in Taiwan. Information, 12(9), 373. https://doi.org/10.3390/info12090373
Ling, K.C., Piew, T.H. & Chai, L.T. (2010). The determinants of consumers’ attitude towards advertising. Canadian social science, 6(4), 114-126. http://dx.doi.org/10.3968/j.css.1923669720100604.012
Lutz, R. J. (1980). The role of attitude theory in marketing. University of California, Los Angeles, Center for Marketing Studies.
Luong, N. T., Tran, T. H., & Huynh, P. T. (2025). Factors affecting young people’s avoidance of advertisements on social media platforms: A case study in the Mekong delta of Vietnam. The VMOST Journal of Social Sciences and Humanities, 67(2), 16-22. https://doi.org/10.31276/vmostjossh.2024.0055
Lütjens, H., Eisenbeiss, M., Fiedler, M., & Bijmolt, T. (2022). Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints. Journal of Business Research, 153, 445–466. https://doi.org/10.1016/j.jbusres.2022.07.039
MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of marketing research, 18(3), 318-332.
Minh, D. T., Han, N. D. N., Huyen, B. T. N., Phuong, N. L. H., Thi, V. H. S., & Tuong, T. C. (2021). The impact of online video advertising characteristics on perceived intrusiveness and viewers’ behavior of skipping or continuing to watch on YouTube. Journal of Asian Business and Economic Studies, 32(10), 96-119. https://doi.org/10.24311/jabes/2021.32.10.1
Nguyen, N. B. T. (2026). Advertising avoidance behavior on social media: A two stage hybrid approach combining structural equation modeling and artificial neural networks. Journal of Finance and Marketing Research, 16(6), 119–135. https://doi.org/10.52932/jfmr.v16i06.875
Phuong, H. N., An, N. T., & Huyen, K. N. (2023). Applying the Stimulus Organism Response model to examine factors affecting YouTube users’ advertising avoidance behavior in Can Tho City. Ho Chi Minh City Open University Journal of Science - Economics and Business Administration, 18(5), 73–84. https://doi.org/10.46223/hcmcoujs.econ.vi.18.5.2246.2023
Raditya, D., Gunadi, W., Setiono, D., & Rawung, J. (2020). The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement. The Winners, 21(2). https://doi.org/10.21512/tw.v21i2.6797
Rojas-Méndez, J. I., & Davies, G. (2005). Avoiding television advertising: Some explanations from time allocation theory. Journal of Advertising Research, 45(1), 34-48. https://doi.org/10.1017/S0021849905050154
Rejón-Guardia, F., & Martínez-López, F. J. (2013). Online advertising intrusiveness and consumers’ avoidance behaviors. In Progress in IS (pp. 565–586). https://doi.org/10.1007/978-3-642-39747-9_23
Sarstedt, M., Ringle, C.M., Hair, J.F. (2022). Partial Least Squares Structural Equation Modeling. In: Homburg, C., Klarmann, M., Vomberg, A. (eds) Handbook of Market Research. Springer, Cham. https://doi.org/10.1007/978-3-319-57413-4_15
Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, 121731. https://doi.org/10.1016/j.techfore.2022.121731
Shin, J. K., & Lee, S. Y. (2017). The effects of the delivery service quality of online fresh food shopping malls on e-satisfaction and repurchase intention of online customers. In International Conference on Business and Economics (ICBE) (Vol. 2017, No. 2, pp. 283-285).
Spotts, H. E., Weinberger, M. G., Assaf, A. G., & Weinberger, M. F. (2022). The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services. Journal of Business Research, 152, 387–397. https://doi.org/10.1016/j.jbusres.2022.07.047
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of advertising, 26(3), 61-76. https://doi.org/10.1080/00913367.1997.10673529
Statista (2024). Digital advertising worldwide - statistics & facts. https://www.statista.com/topics/7666/internet-advertising-worldwide/?srsltid=AfmBOoouehwI8NF_uiai44RlV9NcY4TcPEUgYf5gbTkCtggClJ4JYrwf
Vi, H. T., Thuong, P. T. S., & Nhan, P. T. (2018). Advertising avoidance and brand awareness: A study of video advertising formats on social media among young people in Ho Chi Minh City. Can Tho University Journal of Science, 54(4), 159. https://doi.org/10.22144/ctu.jvn.2018.081
Xu, D. J., Liao, S. S., & Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications. Decision support systems, 44(3), 710-724. https://doi.org/10.1016/j.dss.2007.10.002
Yahya, M. A., & Mammadzada, H. (2024). Targeting generation Z: A systematic literature review (SLR) and bibliometric analysis for effective marketing. Journal of Politics Economy and Management, 7(1), 21-44.
Yang, B., Zhang, X., Cheng, X., & Xue, T. (2024). Understanding the influence mechanism of advertising avoidance from an S-O-R perspective: An empirical study based on “Qiafan” videos of Bilibili. Electronic Commerce Research and Applications, 64, 101377. https://doi.org/10.1016/j.elerap.2024.101377
Ye, G., Guan, X., Hudders, L., Xiao, Y., & Li, J. (2024). A Meta-Analysis of the antecedents and consequences of advertising value. Journal of Advertising, 54(1), 117–138. https://doi.org/10.1080/00913367.2024.2309923
Youn, S., & Kim, S. (2019). Understanding ad avoidance on Facebook: Antecedents and outcomes of psychological reactance. Computers in Human Behavior, 98, 232–244. https://doi.org/10.1016/j.chb.2019.04.025
Bang, H., Kim, J., & Choi, D. (2018). Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation. Computers in Human Behavior, 89, 70–78. https://doi.org/10.1016/j.chb.2018.07.020
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2020). Brand recall of skippable vs non-skippable ads in YouTube. Online Information Review, 44(3), 545–562. https://doi.org/10.1108/oir-01-2019-0035
Campbell, W. K., & Campbell, S. M. (2009). On the Self-regulatory Dynamics Created by the Peculiar Benefits and Costs of Narcissism: A Contextual Reinforcement Model and Examination of Leadership. Self and Identity, 8(2–3), 214–232. https://doi.org/10.1080/15298860802505129
Clancey, M. (1994). The television Audience Examined. Journal Advertising Research, 39(5), 27-37. https://doi.org/10.1080/00218499.1994.12466966
Cho, C., & As, U. O. T. a. I. A. (2004). Why do people avoid advertising on the internet? Journal of Advertising, 33(4), 89–97. https://doi.org/10.1080/00913367.2004.10639175
Chowdhury, H.K., Parvin, N., Weitenberner, C. & Becker, M. (2010). Consumer attitude toward mobile advertising in an emerging market: An empirical study. Marketing, 12(2), 206-216.
Diep, A. L. T., & Van, T. P. (2024). The impact of risk perception on Generation Z’s intention to avoid short video advertising in the food and beverage industry. Journal of Trade Science, (188), 74–89. https://doi.org/10.54404/jts.2024.188v.06
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35. https://doi.org/10.1080/00218499.1996.12466626
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt brace Jovanovich college publishers.
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. https://doi.org/10.1080/00913367.2002.10673678
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Gesenhues, A. (2014). Study: 56% of viewers skip online video ads & 46% say any ad over 15-seconds is too long. Marketing Land.
Ha, L., & McCann, K. (2008). An integrated model of advertising clutter in offline and online media. International Journal of Advertising, 27(4), 569-592. https://doi.org/10.2501/S0265048708080153
Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638–646. https://doi.org/10.1037/0022-3514.54.4.638
Heath, R. G., & Stipp, H. (2011). The secret of television’s success: emotional content or rational information? After fifty years the debate continues. Journal of Advertising Research, 51(sup1), 112-123. https://doi.org/10.2501/JAR-51-1-112-123
Karunarathne, E. a. C. P., & Thilini, W. A. (2022). Advertising value constructs’ implication on purchase intention: Social media advertising. Management Dynamics in the Knowledge Economy, 10(3), 287–303. https://doi.org/10.2478/mdke-2022-0019
Kaynak, E., Kara, A., & Apil, A. R. (2011). An investigation of people's time orientation, attitudes, and behavior toward advertising in an international context. Journal of Global Marketing, 24(5), 433-452. https://doi.org/10.1080/08911762.2011.634327
Kemp, S. (2023). Digital 2023 deep-dive: How much time do we spend on social media? DataReportal. https://datareportal.com/reports/digital-2023-deep-dive-time-spent-on-social-media
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
Kelly, L., Kerr, G., Drennan, J., & Fazal-E-Hasan, S. M. (2021). Feel, think, avoid: Testing a new model of advertising avoidance. Journal of Marketing Communications, 27(4), 343-364. https://doi.org/10.1080/13527266.2019.1666902
Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of advertising in social networking sites: The teenage perspective. Journal of interactive advertising, 10(2), 16-27. https://doi.org/10.1080/15252019.2010.10722167
Kim, H. L., Kim, Y., Yoon, S., & Ryu, S. (2023). Effect of media context on avoidance of skippable pre-roll ads in online video platform: A mental accounting of time perspective. Journal of Business Research, 164, 113966. https://doi.org/10.1016/j.jbusres.2023.113966
Lin, H. C., Lee, N. C., & Lu, Y. (2021). The mitigators of ad irritation and avoidance of YouTube skippable In-Stream ads: an empirical study in Taiwan. Information, 12(9), 373. https://doi.org/10.3390/info12090373
Ling, K.C., Piew, T.H. & Chai, L.T. (2010). The determinants of consumers’ attitude towards advertising. Canadian social science, 6(4), 114-126. http://dx.doi.org/10.3968/j.css.1923669720100604.012
Lutz, R. J. (1980). The role of attitude theory in marketing. University of California, Los Angeles, Center for Marketing Studies.
Luong, N. T., Tran, T. H., & Huynh, P. T. (2025). Factors affecting young people’s avoidance of advertisements on social media platforms: A case study in the Mekong delta of Vietnam. The VMOST Journal of Social Sciences and Humanities, 67(2), 16-22. https://doi.org/10.31276/vmostjossh.2024.0055
Lütjens, H., Eisenbeiss, M., Fiedler, M., & Bijmolt, T. (2022). Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints. Journal of Business Research, 153, 445–466. https://doi.org/10.1016/j.jbusres.2022.07.039
MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of marketing research, 18(3), 318-332.
Minh, D. T., Han, N. D. N., Huyen, B. T. N., Phuong, N. L. H., Thi, V. H. S., & Tuong, T. C. (2021). The impact of online video advertising characteristics on perceived intrusiveness and viewers’ behavior of skipping or continuing to watch on YouTube. Journal of Asian Business and Economic Studies, 32(10), 96-119. https://doi.org/10.24311/jabes/2021.32.10.1
Nguyen, N. B. T. (2026). Advertising avoidance behavior on social media: A two stage hybrid approach combining structural equation modeling and artificial neural networks. Journal of Finance and Marketing Research, 16(6), 119–135. https://doi.org/10.52932/jfmr.v16i06.875
Phuong, H. N., An, N. T., & Huyen, K. N. (2023). Applying the Stimulus Organism Response model to examine factors affecting YouTube users’ advertising avoidance behavior in Can Tho City. Ho Chi Minh City Open University Journal of Science - Economics and Business Administration, 18(5), 73–84. https://doi.org/10.46223/hcmcoujs.econ.vi.18.5.2246.2023
Raditya, D., Gunadi, W., Setiono, D., & Rawung, J. (2020). The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement. The Winners, 21(2). https://doi.org/10.21512/tw.v21i2.6797
Rojas-Méndez, J. I., & Davies, G. (2005). Avoiding television advertising: Some explanations from time allocation theory. Journal of Advertising Research, 45(1), 34-48. https://doi.org/10.1017/S0021849905050154
Rejón-Guardia, F., & Martínez-López, F. J. (2013). Online advertising intrusiveness and consumers’ avoidance behaviors. In Progress in IS (pp. 565–586). https://doi.org/10.1007/978-3-642-39747-9_23
Sarstedt, M., Ringle, C.M., Hair, J.F. (2022). Partial Least Squares Structural Equation Modeling. In: Homburg, C., Klarmann, M., Vomberg, A. (eds) Handbook of Market Research. Springer, Cham. https://doi.org/10.1007/978-3-319-57413-4_15
Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, 121731. https://doi.org/10.1016/j.techfore.2022.121731
Shin, J. K., & Lee, S. Y. (2017). The effects of the delivery service quality of online fresh food shopping malls on e-satisfaction and repurchase intention of online customers. In International Conference on Business and Economics (ICBE) (Vol. 2017, No. 2, pp. 283-285).
Spotts, H. E., Weinberger, M. G., Assaf, A. G., & Weinberger, M. F. (2022). The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services. Journal of Business Research, 152, 387–397. https://doi.org/10.1016/j.jbusres.2022.07.047
Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of advertising, 26(3), 61-76. https://doi.org/10.1080/00913367.1997.10673529
Statista (2024). Digital advertising worldwide - statistics & facts. https://www.statista.com/topics/7666/internet-advertising-worldwide/?srsltid=AfmBOoouehwI8NF_uiai44RlV9NcY4TcPEUgYf5gbTkCtggClJ4JYrwf
Vi, H. T., Thuong, P. T. S., & Nhan, P. T. (2018). Advertising avoidance and brand awareness: A study of video advertising formats on social media among young people in Ho Chi Minh City. Can Tho University Journal of Science, 54(4), 159. https://doi.org/10.22144/ctu.jvn.2018.081
Xu, D. J., Liao, S. S., & Li, Q. (2008). Combining empirical experimentation and modeling techniques: A design research approach for personalized mobile advertising applications. Decision support systems, 44(3), 710-724. https://doi.org/10.1016/j.dss.2007.10.002
Yahya, M. A., & Mammadzada, H. (2024). Targeting generation Z: A systematic literature review (SLR) and bibliometric analysis for effective marketing. Journal of Politics Economy and Management, 7(1), 21-44.
Yang, B., Zhang, X., Cheng, X., & Xue, T. (2024). Understanding the influence mechanism of advertising avoidance from an S-O-R perspective: An empirical study based on “Qiafan” videos of Bilibili. Electronic Commerce Research and Applications, 64, 101377. https://doi.org/10.1016/j.elerap.2024.101377
Ye, G., Guan, X., Hudders, L., Xiao, Y., & Li, J. (2024). A Meta-Analysis of the antecedents and consequences of advertising value. Journal of Advertising, 54(1), 117–138. https://doi.org/10.1080/00913367.2024.2309923
Youn, S., & Kim, S. (2019). Understanding ad avoidance on Facebook: Antecedents and outcomes of psychological reactance. Computers in Human Behavior, 98, 232–244. https://doi.org/10.1016/j.chb.2019.04.025
How to Cite
Duong, T. T. T., Le, T. G., Pham, M. P., Tran , T. A., & Nguyen, V. D. (2026). From perception to avoidance: Examining the impact of irritation, perceived informativeness, and advertisement length on advertising avoidance behavior. Journal of Finance - Marketing Research, 4(3en), 43-57. https://doi.org/10.52932/jfmr.v4i3en.1290