- Connectist: Istanbul University Journal of Communication Sciences
- Issue: 63
- Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on...
Losing control: The effects of social media fatigue, privacy concerns and psychological reactance on social media advertising
Authors : Nathalie Nicola
Pages : 123-149
Doi:10.26650/CONNECTIST2022-226305
View : 6 | Download : 4
Publication Date : 2022-12-30
Article Type : Research
Abstract :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.Keywords : Sosyal medya yorgunluğu, sosyal medya reklamcılığı, reklamdan kaçınma, sosyal medya reklam tepkisi, gizlilik