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Intrusive, irritating, ignored: understanding Gen-Z’s resistance to in-stream advertising

Abstract Purpose In-stream advertising has grown in popularity as a mobile social media advertising option. However, consumers often skip these advertisements, highlighting the need to understand the underlying psychological mechanisms driving such avoidance. Therefore, the purpose of this study is...

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Principais autores: Saman Attiq, Dr. Hassan Jalil Shah, Owais Anwar Golra, Bilal Ahmed Chohan, Hannan Afzal
פורמט: Artigo
שפה:Inglês
יצא לאור: SpringerOpen 2026-05-01
סדרה:Future Business Journal
נושאים:
In-stream advertising
Mobile social media
Ad annoyance
Ad avoidance
Gen-Z
Ad intrusiveness
גישה מקוונת:https://doi.org/10.1186/s43093-026-00798-6
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