Akademik Veri Yönetim Sistemi
Business and Management Studies: An International Journal, cilt.12, sa.4, ss.1083-1105, 2024 (Hakemli Dergi)
Abstract Programmatic advertising
operates within a
surveillance framework that
monitors consumer behaviour and generates personalised content
to deliver more targeted advertisements to audiences. While this
framework analyses large-scale
data from users
and has the
potential to enhance
the relevance of advertisements,
it can also negatively impact the user experience. This study examines the
factors influencing avoidance behaviours towards pre-roll video advertisements
by analysing the relationships
between perceived marketing
surveillance, ad clutter,
skippable ad irritation,
and perceived autonomy.
For this purpose,
data collected from
547 participants were
analysed using structural equation
modelling (SEM). The
study's findings show
that increasing the
relevance of advertisements mitigates
surveillance-induced negative attitudes
and reduces viewers'
tendency to avoid skippable ads. The results underscore
the importance of granting viewers greater autonomy to improve the
user experience and
minimise ad avoidance.
Furthermore, the study
highlights the necessity
of developing more
balanced and ethical
advertising strategies that
enhance consumers' sense of control and alleviate the intrusive
effects of programmatic advertising's surveillance nature.