Research on factors that affect advertising avoidance on Facebook

Abstract

This article explores the factors that influence the ad avoidance behaviour of users of the social network Facebook by using data from a survey conducted by the research team of UEH University students in Ho Chi Minh City, with a quantitative research ethod using SPSS software. Research results show that perceived goal impediment, perceived ad clutter, privacy concerns, and prior negative experiences are factors that affect ad avoidance behaviour. In addition, this study is an extended discovery in this field, opening up new directions for future studies from other perspectives.