A literature review and outlook of advertising avoidance: 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 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 following perspectives: the definition and classification, external stimulating factors, internal perception factors, 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 presented.