Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising
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 und...
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| Language: | English |
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Istanbul University Press
2022-12-01
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| Series: | Connectist Istanbul University Journal of Communication Sciences |
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| Online Access: | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/49CE26142EC8471E94517FB309E97ED3 |
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| author | Nathalie Nicola |
| author_facet | Nathalie Nicola |
| author_sort | Nathalie Nicola |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-a72a74a9d62849fe97003c05cda4abae |
| institution | OA Journals |
| issn | 2636-8943 |
| language | English |
| publishDate | 2022-12-01 |
| publisher | Istanbul University Press |
| record_format | Article |
| series | Connectist Istanbul University Journal of Communication Sciences |
| spelling | doaj-art-a72a74a9d62849fe97003c05cda4abae2025-08-20T01:48:16ZengIstanbul University PressConnectist Istanbul University Journal of Communication Sciences2636-89432022-12-016312314910.26650/CONNECTIST2022-226305123456Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertisingNathalie Nicola0https://orcid.org/0000-0002-1120-037XUniversity of Central Lancashire, Preston, United-KingdomThe 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.https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/49CE26142EC8471E94517FB309E97ED3social media fatiguesocial media advertisingadvertising avoidancesocial media advertising reactanceprivacy |
| spellingShingle | Nathalie Nicola Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising Connectist Istanbul University Journal of Communication Sciences social media fatigue social media advertising advertising avoidance social media advertising reactance privacy |
| title | Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising |
| title_full | Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising |
| title_fullStr | Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising |
| title_full_unstemmed | Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising |
| title_short | Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising |
| title_sort | losing control the effects of social media fatigue privacy concerns and psychological reactance on social media advertising |
| topic | social media fatigue social media advertising advertising avoidance social media advertising reactance privacy |
| url | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/49CE26142EC8471E94517FB309E97ED3 |
| work_keys_str_mv | AT nathalienicola losingcontroltheeffectsofsocialmediafatigueprivacyconcernsandpsychologicalreactanceonsocialmediaadvertising |