Factors affecting advertisement avoidance through mediating role of customer perceived value

Abstract

Now a days every business whether small or large is engaged in advertising to aware people and to promote their business. Multinational companies spend millions or billions of dollars on advertising. No doubt with the help of advertising, companies aware people and in return get sales from the customers. There are a lot of issues which are faced by advertisers and companies such as advertisement avoidance. The purpose of this paper is to check impact of different factors like perceived privacy concern, perceived advertisement irritation, perceived advertisement personalization and perceived advertisement skepticism on perceived advertisement avoidance through mediating role of customer perceived value. Questionnaire method was used to collect data from 367 students from different universities of Gujranwala. SPSS and AMOS softwares were used to obtain results. Results explored that different factors have significant influence on perceived advertisement avoidance through mediating role of customer perceived value. This research will help advertisers and companies to avoid factors which cause advertisement avoidance.