With the strong development of (SNS) social networking services, into the 21st century. The number of SNS users has been increasing. Using the advantage of social networks, enterprises have used social networks as an effective advertising channel. At the same time, SNS advertising also began to expose the problems, users began to appear negative reactions to SNS advertising, advertising avoidance has gradually become a huge problem facing today's marketers.
This study uses SNS users to discuss the invasive cognition and advertising avoidance of SNS advertising attribute. In this study, we divided the SNS advertising attributes into four attributes: information, entertainment, reliability, and personal customization. A research model for the effect of SNS advertising attribute on invasive cognition and advertising avoidance is also proposed. Unlike previous studies, this used AD value as a regulatory variable to investigate the regulatory role of AD value between intrusive cognition and AD avoidance.
The results of this study are as follows: First, in addition to the information, the entertainment, reliability and personal customization of advertising attributes have a negative (-) impact on invasive cognition. Secondly, the study found that the intrusive cognition has a positive (+) effect on advertising avoidance in the intermediary variable of invasive cognition. Third, it is found that AD value modulates invasive cognition and AD avoidance in regulating variable AD value.
In the direction of research significance, this study innovatively took advertising value as a regulatory variable of invasive cognition and advertising avoidance, and increased the influencing factors of advertising avoidance. At the same time, the conclusions of the research also enrich the theoretical research results of SNS advertising. The practical suggestions also provide certain ideas and methods for the sustainable and healthy development of SNS advertising.