A Study of Ad Avoidance Behaviour and Ad Blindness in Social Media Advertising

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Özkök Şişman Ö.

Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, vol.17, no.2, pp.672-689, 2026 (TRDizin)

Abstract

This study reconsiders the resistance strategies developed by social media users within the evolving nature of digital advertising

practices through the conceptual lenses of ad avoidance and ad blindness. On platforms such as YouTube, where visual saturation

and algorithmically curated content streams dominate, the advertising experience of Generation Z is shaped by both the content and

the surrounding structural dynamics. Within this framework, the study adopts a qualitative research design grounded in interpretive

and social constructivist paradigms, focusing on the cognitive, emotional, and behavioral responses of 25 university students enrolled

in advertising and new media programs. Semi-structured in-depth interviews were conducted to explore participants’ perceptions of

and reactions to digital advertisements. Findings reveal that repeated ad exposure, contextual misalignment, and limited user control

trigger both deliberate avoidance strategies and habitual perceptual filtering mechanisms. Ad blindness, in this context, is

conceptualized not merely as diminished visual attention but as a cognitive defense mechanism constructed through selective

perception. In light of these findings, the study highlights the importance of ethically grounded advertising strategies that prioritize user

experience, contextual relevance, and minimizing cognitive load to enhance the effectiveness of digital advertising.