Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore what happens when people feel bombarded by ads on social media and why the real threat to engagement isn't a bad ad. It's platform fatigue.
Topics covered:
- [01:05] "The Impact of Ad Overload Perception and Social Media on Ad Avoidance Behavior"
- [02:10] The two theories behind why ads push people away
- [03:45] How researchers measured ad clutter, fatigue and avoidance
- [05:55] Why fatigue, not the ad itself, drives avoidance
- [06:45] Three key takeaways for marketers
- [08:00] Why TV advertising sidesteps the ad overload problem
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Essa Tayeb, M., Chebbi, T., Badawi, A., Ali Toumi, J., & Louail, B. (2024). The impact of ad overloads perception in social media on ad avoidance behavior: The mediating effect of social media fatigue and goal impediment. Management, 28(2).
https://doi.org/10.58691/man/197329 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
