关键词:
advertising
advertising avoidance
SOMR model
perceived value
perceived infringement
摘要:
Advertising avoidance is resistance to advertising *** issue has been the subject of much academic research in recent *** guide scholars to better carry out relevant research and promote enterprises to better implement advertising activities,this study intends to summarize the relevant research on advertising avoidance in recent *** specific method is to use the core literature meta-analysis method to identify,filter,and screen relevant literature published in core journals from 1997 to 2020 with the keywords advertising avoidance and advertising *** review the collected articles from the following perspectives:the definition and classification,external stimulating factors,internal perception factors,and moderating factors of advertising *** this basis,the SOMR model of advertising avoidance is constructed according to the SOR ***,some prospects for future related research are presented.