FACTORS AFFECTING ADVERTISING AVOIDANCE ON FACEBOOK OF TEENAGERS IN HOCHIMINH CITY
This research aims to discover and confirm the factors that influence the youths’ avoidance of advertising on Facebook. The data were analyzed from 335 young clients in Hochiminh City. The research model and scales were constructed from the theoretical basis of the advertising avoidance by Cho and C...
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| Format: | Article |
| Language: | English |
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Dalat University
2019-03-01
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| Series: | Tạp chí Khoa học Đại học Đà Lạt |
| Subjects: | |
| Online Access: | http://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/344 |
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| _version_ | 1832569473700200448 |
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| author | Hồ Trúc Vi Phan Trọng Nhân |
| author_facet | Hồ Trúc Vi Phan Trọng Nhân |
| author_sort | Hồ Trúc Vi |
| collection | DOAJ |
| description | This research aims to discover and confirm the factors that influence the youths’ avoidance of advertising on Facebook. The data were analyzed from 335 young clients in Hochiminh City. The research model and scales were constructed from the theoretical basis of the advertising avoidance by Cho and Cheon (2004); Kelly, Kerr, and Drennan (2010). In this study, the author developed the scales of avoidance behavior from the dimension based on the privacy and the relationship between privacy concern and the avoidance of social networking site by Grubbs and Milne (2010). Quantitative research methods using SPSS were used for analysis in addition to qualitative research at the preliminary stage. The test results show that privacy concerns, impediments to awareness, information overload, and negative experiences are factors that strongly impact advertising avoidance. This is one of the first studies for the avoidance of advertising in Vietnam. Although it has only been empirically tested on Facebook, it has opened new doors for authors who want to learn about this aspect from various views. |
| format | Article |
| id | doaj-art-93871f6f947f48de8c58f036cd9e2f9f |
| institution | Kabale University |
| issn | 0866-787X 0866-787X |
| language | English |
| publishDate | 2019-03-01 |
| publisher | Dalat University |
| record_format | Article |
| series | Tạp chí Khoa học Đại học Đà Lạt |
| spelling | doaj-art-93871f6f947f48de8c58f036cd9e2f9f2025-02-02T21:02:36ZengDalat UniversityTạp chí Khoa học Đại học Đà Lạt0866-787X0866-787X2019-03-019131710.37569/DalatUniversity.9.1.344(2019)255FACTORS AFFECTING ADVERTISING AVOIDANCE ON FACEBOOK OF TEENAGERS IN HOCHIMINH CITYHồ Trúc Vi0Phan Trọng Nhân1Khoa Quản trị Kinh doanh, Trường Đại học Công nghiệp TP. Hồ Chí MinhKhoa Quản trị Kinh doanh, Trường Đại học Công nghiệp TP. Hồ Chí MinhThis research aims to discover and confirm the factors that influence the youths’ avoidance of advertising on Facebook. The data were analyzed from 335 young clients in Hochiminh City. The research model and scales were constructed from the theoretical basis of the advertising avoidance by Cho and Cheon (2004); Kelly, Kerr, and Drennan (2010). In this study, the author developed the scales of avoidance behavior from the dimension based on the privacy and the relationship between privacy concern and the avoidance of social networking site by Grubbs and Milne (2010). Quantitative research methods using SPSS were used for analysis in addition to qualitative research at the preliminary stage. The test results show that privacy concerns, impediments to awareness, information overload, and negative experiences are factors that strongly impact advertising avoidance. This is one of the first studies for the avoidance of advertising in Vietnam. Although it has only been empirically tested on Facebook, it has opened new doors for authors who want to learn about this aspect from various views.http://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/344facebookgiới trẻmạng xã hộitránh né quảng cáotp. hồ chí minh. |
| spellingShingle | Hồ Trúc Vi Phan Trọng Nhân FACTORS AFFECTING ADVERTISING AVOIDANCE ON FACEBOOK OF TEENAGERS IN HOCHIMINH CITY Tạp chí Khoa học Đại học Đà Lạt giới trẻ mạng xã hội tránh né quảng cáo tp. hồ chí minh. |
| title | FACTORS AFFECTING ADVERTISING AVOIDANCE ON FACEBOOK OF TEENAGERS IN HOCHIMINH CITY |
| title_full | FACTORS AFFECTING ADVERTISING AVOIDANCE ON FACEBOOK OF TEENAGERS IN HOCHIMINH CITY |
| title_fullStr | FACTORS AFFECTING ADVERTISING AVOIDANCE ON FACEBOOK OF TEENAGERS IN HOCHIMINH CITY |
| title_full_unstemmed | FACTORS AFFECTING ADVERTISING AVOIDANCE ON FACEBOOK OF TEENAGERS IN HOCHIMINH CITY |
| title_short | FACTORS AFFECTING ADVERTISING AVOIDANCE ON FACEBOOK OF TEENAGERS IN HOCHIMINH CITY |
| title_sort | factors affecting advertising avoidance on facebook of teenagers in hochiminh city |
| topic | facebook giới trẻ mạng xã hội tránh né quảng cáo tp. hồ chí minh. |
| url | http://tckh.dlu.edu.vn/index.php/tckhdhdl/article/view/344 |
| work_keys_str_mv | AT hotrucvi factorsaffectingadvertisingavoidanceonfacebookofteenagersinhochiminhcity AT phantrongnhan factorsaffectingadvertisingavoidanceonfacebookofteenagersinhochiminhcity |