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

Laila Refiana Said(1), Muhammad Hendardi Adinata(2),

(1) Department of Management Faculty of Economics and Business Universitas Lambung Mangkurat Banjarmasin, South Kalimantan, INDONESIA
(2) Department of Management Faculty of Economics and Business Universitas Lambung Mangkurat Banjarmasin, South Kalimantan, INDONESIA
Corresponding Author


Indonesia is the third-largest country that utilizes ad-blockers, 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.


advertisement clutter; advertisement avoidance; perceived goal impediment; prior negative experience


C. Lee, "Banner blindness: An effect of information overload on the World Wide Web," Retrieved on October, vol. 14, 2015.

M. Y. Imran, N. S. Elahi, G. Abid, F. Ashfaq, and S. Ilyas, "Impact of perceived organizational support on work engagement: Mediating mechanism of thriving and flourishing," Journal of Open Innovation: Technology, Market, and Complexity, vol. 6, no. 3, p. 82, 2020.

W. Li and Z. Huang, "The research of influence factors of online behavioral advertising avoidance," American Journal of Industrial and Business Management, vol. 6, no. 9, pp. 947-957, 2016.

P. Chatterjee, "Are Unclicked Ads Wasted? Enduring Effects of Banner and Pop-Up Ad Exposures on Brand Memory and Attitudes," Journal of electronic commerce Research, vol. 9, no. 1, 2008.

C.-H. Cho and U. o. T. a. A. i. a. as-, "Why do people avoid advertising on the internet?," Journal of advertising, vol. 33, no. 4, pp. 89-97, 2004.

P. a. E. Speck, M., " Predictors of Advertising Avoidance in Print and Broadcast Media," Journal of advertising, pp. 61-76, 1997.

E. Hariningsih and E. Munarsih, "Analisis perilaku penghindaran iklan internet oleh konsumen," Jurnal siasat bisnis, vol. 18, no. 2, pp. 180-189, 2014.

I. Redondo and G. Aznar, "To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising," Telematics and Informatics, vol. 35, no. 6, pp. 1607-1616, 2018.

R. Pahlevi, "Persentase Pendengar Podcast di Indonesia Terbesar Ketiga di Dunia," ed: Databoks, 2021.

S. Khairawati, "Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty," International Journal of Research in Business and Social Science (2147-4478), vol. 9, no. 1, pp. 15-23, 2020.

R. Briggs and N. Hollis, "Advertising on the web: Is there response before click-through?," Journal of Advertising research, vol. 37, no. 2, pp. 33-46, 1997.

J. P. Benway, "Banner blindness: The irony of attention grabbing on the World Wide Web," in Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 1998, vol. 42, no. 5: Sage Publications Sage CA: Los Angeles, CA, pp. 463-467.

S. Li, H. Sun, and J. Yu, "Competitive targeted online advertising," International Journal of Industrial Organization, vol. 87, p. 102924, 2023.

Y. A. Jeon, H. Son, A. D. Chung, and M. E. Drumwright, "Temporal certainty and skippable in-stream commercials: Effects of ad length, timer, and skip-ad button on irritation and skipping behavior," Journal of Interactive Marketing, vol. 47, no. 1, pp. 144-158, 2019.

W. Raharjo and W. Widyastuti, "Ad Intrusiveness dan Sikap Konsumen terhadap Iklan On-Line pada E-Commerce," BISMA (Bisnis dan Manajemen), vol. 11, no. 2, pp. 117-130, 2019.

U. K. Suganda and Y. Priadi, "Improving customer loyalty through customer experience, price attractiveness, and customer relationship management," Jurnal Manajemen Industri dan Logistik, vol. 7, no. 1, pp. 195-204, 2023.

K. Goodrich, S. Z. Schiller, and D. Galletta, "Consumer reactions to intrusiveness of online-video advertisements: do length, informativeness, and humor help (or hinder) marketing outcomes?," Journal of advertising research, vol. 55, no. 1, pp. 37-50, 2015.

S. Song, X. Yao, and N. Wen, "What motivates Chinese consumers to avoid information about the COVID-19 pandemic?: The perspective of the stimulus-organism-response model," Information Processing & Management, vol. 58, no. 1, p. 102407, 2021.

A. R. Zumrah and S. Boyle, "The effects of perceived organizational support and job satisfaction on transfer of training," Personnel review, vol. 44, no. 2, pp. 236-254, 2015.

I. Ghozali and H. Latan, "Konsep, teknik, aplikasi menggunakan Smart PLS 3.0 untuk penelitian empiris," BP Undip. Semarang, vol. 290, 2015.

S. Athey, E. Calvano, and J. Gans, "The impact of the internet on advertising markets for news media," National Bureau of Economic Research, 2013.

E. R. Antón, "Use of strategic serial position and attention resources to improve radio ad recall," Revista Latina de Comunicación Social, no. 69, 2014.

I. Ghozali, "Structural equation modeling, alternative method with partial least square (PLS)," Semarang: Diponegoro University Publishing Agency, 2014.

Full Text: PDF - full text

Article Metrics

Abstract View : 28 times
PDF - full text Download : 15 times

 DOI: 10.30988/jmil.v8i1.1290


  • There are currently no refbacks.