Exploring social media native advertising avoidance of Chinese users: evidence from SEM and fsQCA

Purpose This study constructs a theoretical model based on the cognition-affect-conation (C-A-C) framework and psychological reactance theory to explain social media native advertising (SMNA) avoidance and investigates the mechanisms through which users’ perceived personalization (PP) and perceived intrusiveness (PI), via advertising skepticism (AS), privacy concern (PC) and SMNA attitude, influence avoidance behavior. Design/methodology/approach To gain a deeper understanding of the mechanism of SMNA avoidance, a dual-stage analysis was conducted on the 218 valid questionnaires collected using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). Findings The SEM results indicate that PP negatively affects AS and PC, while PI positively influences both. AS and PC negatively impact SMNA attitude and positively affect SMNA avoidance. SMNA attitude negatively influences SMNA avoidance. PP indirectly affects SMNA avoidance through AS. PI indirectly influences SMNA avoidance either through AS or through PC. Furthermore, PI, PC and SMNA attitude form a chain-mediated model predicting SMNA avoidance. The fsQCA results identify four key configurations, offering valuable supplementary insights into the path analysis findings. Originality/value This study develops a theoretical model to investigate and understand the mechanisms and causes of SMNA avoidance in the Chinese context. The use of a dual-path model and dual-stage analysis expands the understanding of SMNA avoidance.