Valley International Journal Digital Library

2024: VIJ Digital library
Articles

Factors Affecting the Avoidance of Online Advertising on Facebook of Gen Z in Hanoi

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  • Dong Van Toan,
  • Nguyen Thi Mai Anh
Dong Van Toan
School of Economy – Hanoi University of Industry
Nguyen Thi Mai Anh
School of Economy – Hanoi University of Industry
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 12 No. 11 (2024)

Submission to VIJ 2024-11-29

Keywords

  • Facebook,
  • Gen Z,
  • Advertising Avoidance,
  • Online advertising

Copyright (c) 2024 Dong Van Toan, Nguyen Thi Mai Anh

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Online media has become a primary platform for brands to reach consumers, but the proliferation of advertisements has led to a surge in ad avoidance behaviors, especially among Generation Z. This study examines the factors influencing Generation Z's ad avoidance behavior on Facebook. Quantitative data from 180 Hanoi-based Gen Z respondents were collected and analyzed using SPSS, while qualitative preliminary research provided additional insights. The findings indicate that perceived goal impediment (PGI), privacy concerns (PC), negative experiences (NE), ad skepticism (AS), and ad overload (AO) significantly contribute to ad avoidance. These results offer valuable implications for online advertisers to improve the effectiveness of their campaigns and reduce ad avoidance among Gen Z consumers.

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