Consumer Perceptions towards Unsolicited Advertisements on Social Media

Abstract

The practice of unsolicited advertisements on social media has grown prevalent. This data article presents 837 US-based social media users’ consumer perceptions of such advertisements. Understanding how consumers perceive unsolicited advertising is vital to developing effective digital marketing strategies. Data collection was via an online survey adopting multi-measurement items from extant studies for reliability and validity. The data showed high internal consistency with Cronbach’s alpha testing, and confirmatory factor analysis (CFA) found the measurement model valid. Goodness-of-fit indices showed a good fit with the data. Finally, convergent and discriminant validity was confirmed using the composite reliability, average variance extracted (AVE), and correlations among constructs. Further research may utilise the data using inferential analysis techniques to add to our understanding of consumer perceptions of unsolicited advertising on social media.

Keywords

• marketing
• social media advertisement
• consumer perception
• intrusiveness
• privacy concern
• social media ad avoidance behaviour