An Empirical Analysis on Why People Run Away from In-Feed Ads under Manufacturing Industry Innovation

Thanks to the innovation in manufacturing industry,the rapid development ofdigital technologies such as mobile Internet and social media enables the appearance of up-to-date intelligent marketing methods. As one of them, In-Feed advertising becoming a fashionable approach due to its precise positioning and growing market share, problems such as loss of privacy and lack of trust arise which promote the avoidance behavior of consumer. Based on these facts, our study designs three experiments to explore the mechanism between the In-Feed advertising and the avoidance behavior of consumer. Furthermore, in order to give instructions on enhancing the communication effect of In-Feed ads, we tries to clarify the boundary conditions of consumers processing ads information. Experiment 1 examines the moderating effects of ad reviews between perceived relevance, threat appraisal and coping appraisal; Experiments 2 and 3 respectively examine the moderating effects of the connection strength and interaction frequency between consumers and ad-likers between the above variables. These three experimental results provide theoretical support and practical guidance for intelligent digital marketing and advertising.