An integrated theoretical framework based on the SOMR model

Advertising avoidance is resistance to advertising intrusion. This issue has been the subject of much academic research in recent years. To guide future 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 years. The 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 resistance. We review the collected articles from the perspectives of external stimulating factors of advertising avoidance, internal perception factors of advertising avoidance, and moderating factors of advertising avoidance. On this basis, the SOMR model of advertising avoidance is constructed according to the SOR model. Finally, some prospects for future related research are given.