Factors affecting the Egyptian public's resistance to the content of popular influencers' pages Through social media platforms: field analytical study

Author

Department of Social Sciences and Media, Faculty of Specific Education, Zagazig University

10.21608/jkom.2024.360791

Abstract

The study aimed to identify the causes and levels of resistance of the Egyptian public to the content of influencers' pages on social media platforms and to find differences between males and females in the reasons for this resistance, The differences in resistance themselves, based on the quantitative approach, are descriptive studies. The study was conducted on an available sample of 903 members of the Egyptian public, The study found that Facebook is the most widely used platform in the Egyptian public, and that the reason Perceived target disability is most common among the Egyptian public, and the most widespread cognitive resistance has come between them. The study also found that (page chaos) is the most influential cause of resistance as a whole. And also in behavioral resistance specifically, while previous negative experiences have been the most influential in cognitive and emotional resistance in the study sample towards influencer pages across social media platforms. The results of the study indicated that there were differences between males and females in favour of males in resistance and causal (page chaos, goal impairment). And also a difference in resistance to their own advantage. The study also confirmed the existence of expulsive relationships between (page chaos, goal impairment, previous negative experiences) and the Egyptian public's resistance to the content of influencer pages across social media platforms. The study recommended that communication planners should reduce reliance on influencers to communicate their messages to target audiences.

Keywords


Aaker, A.,David, and E. Bruzzone Donald. (2018), “Causes of Irritation in Advertising.” Journal of Marketing 49, no. 2, p. 47. https://doi.org/10.2307/1251564.
Ahluwalia, R. (2020), "Examination of Psychological Processes Underlying Resistance to Persuasion". Journal of Consumer Research, 27(2), pp. 217–232. https://doi.org/10.1086/314321
Aktan, Murat, Aydoğan Sibel and  Ceyda Aysuna. (2016), “Web Advertising Value and Students’ Attitude Towards Web Advertising.” European Journal of Business and Management 8, pp. 86-97.
Albarracín , D., & A., Karan. (2022), Resistance to Persuasion [Oxford University]. Oxford Research Encyclopedia of Psychology. https://doi.org/10.1093/acrefore/9780190236557.013.813
Alwitt, F. Linda, and R. Paul, Prabhaker.(2019), “Identifying Who Dislikes Television Advertising: Not by Demographics Alone.” Journal of Advertising Research 34 (6), pp. 17–29. https://search-ebscohost-com.sdl.idm.oclc.org/login.aspx?direct=true&db=bsu&AN=9503204106&site=eds-live.
Ananda, Faranisa Azka & Wandebori, Harimukti.(2020), "The impact of drugstore makeup product reviews by beauty vlogger on youtube towards purchase intention by undergradeuate students in Indonesia", paper presented at the international Conference on Ethics of business, economics, and social science, PP. 255-263. https://eprints.uny.ac.id/41794/
Andrew, I. (2018), "The Challenge of Ad Avoidance," Admap, no. 472. Accessed March 20, 2023. https://www.warc.com/fulltext/Admap/82311.htm.
Baek,T.H. and M., Morimoto. (2022), “Stay away from me,” Journal of Advertising, 41(1), pp. 59–76. Available at: https://doi.org/10.2753/joa0091-3367410105.
Chatterjee, Patrali , Donna L. Hoffman, and Thomas P. Novak .(2023), "Modeling the Clickstream: Implications for Web-Based Advertising Efforts." Marketing Science 22, no. 4, pp. 520-541. Accessed March 16, 2023. https://www.jstor.org/stable/4129736
Chen, Lou, and Yuan Shupe. (2022), “Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media.” Journal of Interactive Advertising, vol.19 No (1), pp. 58–73.
Chang-Hoan, C., and  Hongsik J, Cheon. (2004), "why do people a void advertising on the internet?" Journal of Advertising 33, no. 4, pp. 89-97. Accessed March 20, 2023. http://www.jstor.org/stable/4189279.
Crystal, A. (2018), “Visibility labour: Engaging with Influencers' fashion brands and# OOTD advertorial campaigns on Instagram”, Media International Australia, Vol. 161.1, pp. 86–100.
De Gregorio, Federico , Jung  Jong-Hyuok, and Sung Yongjung. (2019), "Advertising Avoidance: A Consumer Socialization Perspective." Online Journal of Communication and Media Technologies 7, no. 3, pp. 1-26. Accessed March 17, 2023. https://doi.org/10.29333/ojcmt/2597
Dhanesh, G., S. & Duthler Gaelle. (2022), “Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement”, Public Relations Review.
https://doi.org/10.1016/j.pubrev.2019.03.002.
Dobrinić, Damir, Iva Gregurec, and Dunja Dobrinić. (2022), “Examining the Factors of Influence on Avoiding Personalized Ads on Facebook.” Zbornik radova Ekonomskog fakulteta u Rijeci: časopis za ekonomsku teoriju i praksu/Proceedings of Rijeka Faculty of Economics: Journal of Economics and Business 39, no. 2, pp. 401–428. https://doi.org/10.18045/zbefri.2021.2.401.
Draganov, I. (2021), Influencer Marketing: Consumer Perception on Influencers and Its Role in Digital Communication Management, M.S., Webster University, United States Missouri,pp1-84.
Dutt, R., S., Sinha, R., Joshi, S., Chakraborty, M., Riggs, X.,Yan, H., Bao, & C. Rose, P. (2021), “RESPER : Computationally Modelling Resisting Strategies in Persuasive Conversations,” 16th Conference of the European Chapter of the Association for Computational Linguistics. https://doi.org/10.48550/arXiv.2101.10545
Evans, J., Nathaniel, Delia Cristina, Brigitte Naderer, and Meda Mucundorfeanu.( 2022), “How the Impact of Social Media Influencer Disclosures Changes over Time.” Journal of Advertising Research, 2022–23. https://doi.org/10.2501/jar-2022-023. 
Figueiredo, M. (2020), How influencers’ credibility on Instagram is perceived by consumers and its impact on purchase intention, Master's Theses, The Universidade Catolica Portuguesa,pp1-92 https://repositorio.ucp.pt/bitstream/10400.14/23360/1/TESE_FINA L%20PDFA.pdf
Flores C., C.G. (2021), “Warning of persuading attempts and ambiguity within advertising contexts in Mexico,” The Anáhuac Journal, 21(2), pp. 78–103. Available at: https://doi.org/10.36105/theanahuacjour.2021.v21n2.03.
Fransen, L., Marieke, Peeter Verlegh,W., Amna Amna Kirmani, and G., Edith Smit. (2023), "A Typology of Consumer Strategies for Resisting Advertising, and a Review of Mechanisms for Countering Them," International Journal of Advertising 34, no. 1, pp. 6-16. Accessed March 16, 2023. https://doi.org/http://dx.doi.org/10.1080/02650487.2014.995284
Fransen, L., Marieke, G., Edith Smit, and Peeter Verlegh W. (2020), “Strategies and Motives for Resistance to Persuasion: An Integrative Framework,” Frontiers in Psychology 6. https://doi.org/10.3389/fpsyg.2015.01201.
Granjon, V. (2020), Instagram's social media influencers: a study of online popularity from source credibility to brand attitude, Master's Theses, Uppsala Universitet, Sweden, pp.5-80.
Grigsby, J., L., and J ., Skiba. (2022), “Using influencers to build self–brand connections: The impact of influencer presence, ad source, and consumer age.” Journal of Interactive Advertising 22 (3), pp. 207–222. doi:10.1080/15252019.2022.2096157.
Guardia, Francisco Rejón. (2021), “a generalization of advertising a voidance model on social network".
Hadija, Zeljka, B., Susan Barnes, and Hair Neil. (2022), “Why We Ignore Social Networking Advertising.” Qualitative Market Research: An International Journal 15, no. 1, pp. 19–32. https://doi.org/10.1108/13522751211191973.
Hatta, H., I., Rachbini Widarto. (2022), “E-Lifestyle and Internet Advertising Avoidance.” Jornal Manajemen 22, no. 3, p. 435. https://doi.org/10.24912/jm.v22i3.432.
Hollander, A., Jocelyn and Einwohner Rachel L. (2020), “Conceptualizing Resistance.” Sociological Forum 19, no. 4, pp. 533–554. https://doi.org/10.1007/s11206-004-0694-5
https://dolphinuz.com/blog/single/28/whats-influencer-marketing
https://mawthooq.gcam.gov.sa
Ibrahim, M., Harizi and Sabrina G. (2017), “A Study of Some Descriptive Methods and Their Topics in Social, Educational, and Psychological Studies,” Journal of Humanities and Social Sciences, No. 13.
https://dspace.univ-ouargla.dz/jspui/bitstream/123456789/6396/1/S1302.pdf
Jarrar, Y., A.O.,AWOBAMISE, and A.A, ADERIBIGBE. (2020), “Effectiveness of Influencer Marketing vs Social Media Sponsored Advertising.” Journal of Utopia y Praxis Latinoamericana, 25, pp.40-54. doi:10.5281/zenodo.4280084
Jean, X. Lim, Rozaini Aifa bt Mohd Radzol, Cheah Jun-Hwa & Wai Mun Wong.(2020), “The Impact of Social Media Influencers onPurchase Intention and the Mediation Effect of Customer
Jiang, M. (2021), Consumer Resistance to Sponsored eWOM: The Roles of Influencer Credibility and Inferences of Influencer Motives, Ph.D., Michigan State University, United States –
Johnson, P ,Justin. (2023), “Targeted Advertising and Advertising Avoidance.” The RAND Journal of Economics 44 (1), pp. 128–144. https://search-ebscohost-com.sdl.idm.oclc.org/login.aspx?direct=true&db=edsjsr&AN=edsjsr.43186411&site=eds-live
José S., V. T. (2019), The role of humor and threat on predicting resistance and persuasion [Master's thesis, Tilburg University]. http://arno.uvt.nl/show.cgi?fid=150166
Ju, I., and Lou Chen. (2022), “Does Influencer–Follower Relationship Matter? Exploring How Relationship Norms and Influencer–Product Congruence Affect Advertising Effectiveness across Product Categories.” Journal of Interactive Advertising 22, no. 2, pp. 157–177. https://doi.org/10.1080/15252019.2022.2087809
Kayleigh, E. (2020), Social Butterflies- How Social Media Influencers are the New Celebrity Endorsement, Master's Theses, faculty of the Virginia Polytechnic Institute and State University,pp1-81.
Kelly, Louise, Kerr Gayle, Drennan Judy, and Muhammad Syed Fazal-E-Hasan. (2023), “Feel, Think, Avoid: Testing a New Model of Advertising Avoidance.” Journal of Marketing Communications 27, no. 4,pp. 343–364. https://doi.org/10.1080/13527266.2019.1666902.
Kelly, Louise , Kerr Gayle, and Judy Judy Drennan. (2023), "a voidance of advertising in social networking sites: the teenage perspective." Journal of Interactive Advertising 10, no. 2, pp.16-27. Accessed March 18, 2023. https://doi.org/DOI: 10.1080/15252019.2010.10722167
Kim, Kyo Jun and Ho Sang Seo. (2022), “An Exploration of Advertising Avoidance by Audiences across Media.” International Journal of Contents 13, pp. 76-85.
Knowles, E., S., &  J. Linn, A. (Eds.). (2022), Resistance and Persuasion (1st ed.). Psychology Press. https://doi.org/10.4324/9781410609816
Ko, Ilsang, Wei Xiaolong and An Nan. (2019), “An Exploratory Study for Perceived Advertising Value in the Relationship Between Irritation and Advertising Avoidance on the Mobile Social Platforms.” Hawaii International Conference on System Sciences.
Li, Hairong, Edwards Steven M., Lee and Joo-Hyun. (2019), "Measuring the Intrusiveness of Advertisements: Scale Development and Validation." Journal of Advertising XXXI, no. 2, pp. 38-47. Accessed March 19, 2023.
Lou, Chen. (2021), “Social Media Influencers and Followers: Theorization of a Trans-Parasocial Relation and Explication of Its Implications for Influencer Advertising.” Journal of Advertising 51, no. 1, pp. 4–21. https://doi.org/10.1080/00913367.2021.1880345.
López -Martínez, F.J.et al.(2020), “Behind influencer marketing: Key marketing decisions and their effects on followers’ responses.” Journal of Marketing Management 36(7–8), pp. 579–607.doi:10.1080/0267257x.2020.1738525.
Michigan,pp1-137.
Lou, C., S.-S. Tan, and X., Chen. (2019), “Investigating consumer engagement with influencer- vs. brand-promoted ads: The roles of source and Disclosure.” Journal of Interactive Advertising, 19    (3), pp. 169–186. doi:10.1080/15252019.2019.1667928.
Morimoto, Mariko. (2022), “Privacy Concerns about Personalized Advertising across Multiple Social Media Platforms in Japan: The Relationship with Information Control and Persuasion Knowledge.” International Journal of Advertising 40, no. 3, pp. 431–451. https://doi.org/10.1080/02650487.2020.1796322.
Nandagiri, V. & Philip Leena.(2020), ” Impact of Influencers from Instagram and youtube on their followers”, International Journal of Multidisciplinary Research and Modern Education, Vol. 4, No. 1,pp61-65.
Neal, M. (2020), Instagram Influencers: The Effects of Sponsorship on Follower Engagement With Fitness Instagram Celebrities, Dissertations & Theses, M.S.Communication and Media Technologies, United States ,New York,p1-58.
Nils, S. Borchers. (2018), “Social Media Influencers in Strategic Communication”, International Journal of Strategic Communication, Special Issue, Leipzig University, Germany.
Orabi, D., (2022), “Audience attitudes toward online advertising, a field study on residents of Jeddah.” Journal of Media Research. -https://doi.org/10.21608/jsb.2022.2214, pp. 205-264.
Paouleanou, K. (2022) Resistance to advertising and marketing saturation in social media. Dissertation, The Anahuac journal, 20 (2), pp. 80-100.
Roux, Dominique. (2022), “Consumer Resistance: Proposal for an Integrative Framework.” Recherche et Applications en Marketing (English Edition), 22, no. 4, pp. 59–79. https://doi.org/10.1177/205157070702200403.
Rumbo, D., Joseph. (2022), “Consumer Resistance in a World of Advertising Clutter: The Case Ofadbusters.” Psychology and Marketing 19, no. 2, pp. 127–148. https://doi.org/10.1002/mar.10006.
Sarhan, M., Ali Al-Mahmoudi (2019), “Scientific Research Methods”, Dar Al-Kutub, 3rd edition, Yemen. http://search.shamaa.org/PDF/Books/Ye/2019_qassemm_256722_001-300_authsub.pdf
Seyedghorban , Zahra, Tahernejad  Hossein, and Jekanyika Margaret Matanda. (2023), “Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension.” Journal of Advertising 45, no. 1, pp. 120–129. https://doi.org/10.1080/00913367.2015.1085819.
Singaraju P., Stephen, Leslie Justin Rose, Alfredo Luis Arango-Soler, D’Souza Clare, Mohammad Seyed Sadegh Khaksar, and Renée Anne Brouwer. (2022), “The Dark Age of Advertising: An Examination of Perceptual Factors Affecting Advertising Avoidance in the Context of Mobile Youtube.” Journal of Electronic Commerce Research 23 (1), pp. 13–32. https://search-ebscohost-com.sdl.idm.oclc.org/login.aspx?direct=true&db=bsu&AN=154999877&site=eds-live
Attitude”, Asian Journal of Business Research, Vol. 7, No. 2,Pp19-36
Sobhi, M., Mohamed (2022), “Factors Influencing Egyptian Youth’s Resistance to Carousel Ads on Instagram,” Egyptian Journal of Media Research, No. 81, 537–579.
Speck, S.,Paul and T., Michael Elliott. (2023), "Predictors of Advertising Avoidance in Print and Broadcast Media." Journal of Advertising XXVI, no. 3, pp. 61-76. Accessed March 20, 2023
Tormala, Z., L., & R., Petty, E. (2019), Source Credibility and Attitude Certainty: A Metacognitive Analysis of Resistance to Persuasion. Journal of Consumer Psychology, 14(4), pp. 427-442. https://doi.org/10.1207/s15327663jcp1404_11
Ulver, S., & C., Laurell. (2020), “Political Ideology in Consumer Resistance: Analyzing Far-Right Opposition to Multicultural Marketing,” Journal of Public Policy & Marketing, 39(4),pp. 477-493. https://doi.org/10.1177/0743915620947083
Wang, J., Hai, Lei Xia Yue, Rehman Aisha Ansari, Qian Gui Tang, Yi Jian Ding, and Qiong Ya Jiang. (2023), “Research on the Influence Mechanism of Consumers’ Perceived Risk on the Advertising Avoidance Behavior of Online Targeted Advertising.” Frontiers in Psychology 13. https://doi.org/10.3389/fpsyg.2022.878629.
Wei, Xiaofan, Chen Huan, Ramirez Artemio, Jeon Yongwoog, and Sun Yao. (2022), “Influencers as Endorsers and Followers as Consumers: Exploring the Role of Parasocial Relationship, Congruence, and Followers’ Identifications on Consumer–Brand Engagement.” Journal of Interactive Advertising 22, no. 3, pp. 269–288. https://doi.org/10.1080/15252019.2022.2116963.
Wei, Xiaolong, Ko Ilsang, and Pearce Alison. (2021), “Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects.” Sustainability 14, no. 1,p. 253. https://doi.org/10.3390/su14010253.