Advertising avoidance and brand awareness – a research about advertising on social network sites of generation Z in Ho Chi Minh city

Abstract

The purpose of this study is to understand the impact of advertising avoidance behavior on Generation Z lead to their brand awareness in the social network. This study also identify the different effects of the relationship among goal impediment, perceived personalization, privacy concern, negative experience, advertising avoidance and brand awareness. This article has applied the theories of advertising avoidance to identify the behavior of avoiding advertisements that affect the brand awareness of Generation Z in Ho Chi Minh City. A total of 279 valid questionnaires from Gen Z in Ho Chi Minh City were collected between 18 and 25. Qualitative and quantitative research are used in this study. SPSS and AMOS were used to do data analysis. Then, Cronbach's Alpha system is used to determine the reliability of survey variables and remove observed variables, next reduce a set of observed variables through EFA. We also specify the complex relationship when using CFA and SEM in Amos 20. The results of this study showed that first, in the field of advertisements and marketing – the goal impediment, perceived personalization and privacy concern – are more relevant to consumers’ advertising avoidance behavior. The negative experience affects the avoidance of advertisements, which will negatively affect their brand awareness. Finally, it is suggested that Privacy Concern has the strongest effect on Advertising Avoidance and the Perceived Personalization has the most negatively impact on the Negative Experience. Besides, the Privacy Concern is rejected due to the analysis results. The research paper is one of the pioneers in discovering and affirming the inverse relationship between Advertising Avoidance and Brand Awareness whose subject is the customers Generation Z in Ho Chi Minh City. The highlights of this study also confirm the negative impact of Advertising Avoidance on Brand Awareness. The future research can then look into how the format or network of advertising is affecting avoidance to make the model more thorough.