Predicting Online Advertisement Avoidance for the Google Ads System Selected Antecedents and Outcome

Jurnal Manajemen Industri dan Logistik (JMIL) Vol. 8 No. 1 May, 2024, 65-80 Available online at : http://jurnal.poltekapp.ac.id/ Jurnal Manajemen Industri dan Logistik | ISSN (Print) 2622-528X | ISSN (Online) 2598-5795 | article category : Industrial Marketing Predicting Online Advertisement Avoidance for the Google Ads System Selected Antecedents and Outcome Laila Refiana Said 1), Muhammad Hendardi Adinata2) 1), 2) Department of Management, Faculty of Economics and Business, Universitas Lambung Mangkurat Banjarmasin, South Kalimantan, INDONESIA ARTICLE INFORMATION Article history: Received: April 29, 2023 Revised: December 03, 2023 Accepted: May 28, 2024 Keywords: advertisement clutter; advertisement avoidance; perceived goal impediment; prior negative experience ABSTRACT Indonesia is the third-largest country that utilizes adblockers, despite online advertising there expanding quickly. In addition to consumers generally viewing internet use as common. This study aimed to examine how prior bad experiences and perceived goal impediments affect online advertisement avoidance. Students who used the internet the most during the Covid-19 pandemic in 2021 were chosen as research participants. The F-test demonstrated that perceived aim hindrance, advertisement clutter, and prior terrible experience all impacted advertisement avoidance simultaneously using the Partial Least Square - Structural Equation Modeling (PLS-SEM) technique. The results are anticipated to guide marketing professionals and businesses in choosing how to develop and arrange adverts that are precisely on target without upsetting internet users. The results of this study should help policymakers assess how to create a welcoming and secure online environment This is an open access article under the CC–BY license. Corresponding Author: Laila Refiana Said Department of Management, Faculty of Economics and Business, Universitas Lambung Mangkurat Banjarmasin, South Kalimantan, INDONESIA Email: © 2024 Some rights reserved Said and Adinata http://doi.org/10.30988/jmil.v8i1.1290 65 Jurnal Manajemen Industri dan Logistik Vol. 8 No. 1 May, 2024, 65-80 INTRODUCTION Online advertisement avoidance is an appealing research theme in today's information age. Students are interesting research subjects because they have actively used the internet as learning media, especially during the Covid-19 pandemic. The pandemic has forced internet usage for students to take their learning activities due to physical distancing, which requires regulations to carry out classroom teaching and learning activities online. Students use Internet media to facilitate their learning activities and other needs, such as communication and entertainment [1]. At all times, people are constantly faced with new information on the internet. Various channeling media such as social media, journalism media, and others will expose new information that internet users perceive as useful or useless. This information can be in the form of product promotions to internet users with the aim that they, as consumers, buy goods or services offered in online media. Media plays an important role in communication. Without media, the message will not reach the targeted individual or group. Selecting suitable media is very important because it contributes to the extent of the message to the targeted party. The advantage of online media is that it can be present quickly, reach many people, and have no time and space restrictions. Advertisers can place their ads in the content of a website. Therefore, websites can be referred to as media or vehicles of editorial content. Advertising is assumed to be an inherent thread in editorial media content. The ad has various formats and types, including banners, sponsorships, in-line advertising, webcasting, target sites, superstitials, email ads, links, etc. [2] Said and Adinata Consumer attitude towards the advertisement message can be determined by the degree of consumer’s skepticism of the ad, whether the consumer processes the advertisement while being wary of potentially manipulative efforts, is ready to resist any attempt, or is inclined to believe the ad message [3]. One of the studies regarding avoidance of advertisements on the Internet is carried out by Chatterjee (2008) [4], concluding that consumers feel their Internet activities are disrupted when an advertisement appears. Cho & Cheon (2004) [5] argue that three factors influence internet users’ disturbing feelings towards online advertisements: perceived goal impediment, perceived ad clutter, and the existence of prior negative experiences. Perceived goal impediment is when the appearance of unwanted advertisements is considered to interfere with cognitive processes and tasks being carried out by internet users, or the content of advertisements is perceived as offensive[6]. For example, while internet users browse, they face an advertisement, or the website automatically opens a new page containing ads. Perceived ad clutter is the perception of consumer confusion over many advertisements or the excess of advertisements on the internet[6]. The perception occurs when internet users open a website page, and many advertisements appear there, making the main content (editorial) challenging to read. The dissatisfaction experience of internet users with advertisements can negatively affect online ads [7]. In the extreme case, where marketers can take data of users who interact with their ads, it can make internet users prejudiced against all online advertisements. Efforts have been made by blocking advertisements using adblockers. http://doi.org/10.30998/jmil.v8i1.1290 66 Jurnal Manajemen Industri dan Logistik Vol.8 No. 1 May, 2024, 65-80 Adblocker is an additional extension to search software or applications such as Google Chrome, Opera, Mozilla Firefox, etc. Installing ad-blocker software is probably the easiest way to reduce a user’s exposure to online ads. Emerging research on users’ motivation to install ad blockers identifies perceptions of distractions and glitches and other hidden performance costs, such as data memory usage in smartphones, as the main determinants[8]. Indonesia is ranked third in the world of ad blockers usage after China and Vietnam. There are 42.3% of internet users in Indonesia use the app as an ad blocker in their browser [9]. The second reason for installing ad blockers is that ads are perceived to interfere with users’ internet activities. Advertising on the Internet poses problems such as users' skepticism of credibility, privacy, trust, and ad avoidance, most likely to affect users’ perception of the ads they see on the site. Marketers fear ads might interfere with users’ personal space or the placement of ads alongside less desirable content [10]. The online advertisement might be ineffective because it might interfere with Internet users’ main purpose when accessing the Internet. There are many reasons to avoid adve (...truncated)