Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects

It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of value investigating its moderated mediation effect on links between those endogenous variables. The model was empirically verified with data derived from 374 valid off-line responses. Analysis found both concerns increased irritation in using mobile social media. Irritation caused had positive mediating effects Ubiquity whereas personalization reduced intrusiveness. Customization intrusiveness, informativeness significantly it. Social interaction integration decreased them. among women negative. In low-exposure group, a negative relationship avoidance also found.