ADVERTISING REACTANCE IN THE DIGITAL ERA: FACTORS AND STRATEGIES FOR MITIGATION
Keywords:
Digital marketing, personalization, interactive advertising, mitigation strategiesAbstract
The purpose of this study is to investigate advertising reactance in the digital era, focusing on the key factors that generate resistance and strategies to mitigate its effects. Advertising reactance, defined as users’ negative responses to persuasive attempts, has intensified due to high exposure levels, interactive digital formats, and personalization practices. The methodology combines a literature review, analysis of empirical studies, and case studies of global advertising campaigns to identify causes of reactance and effective interventions. Results indicate that information overload, excessive intrusiveness, personalization perceived as surveillance, cultural differences, and individual psychological traits are major contributors to advertising reactance. Traditional mass advertising is often ineffective in this context, as users actively filter, ignore, or block intrusive content. Successful mitigation strategies include building trust and transparency, offering user control and choice, applying interactive and co-created content, and using emotional storytelling aligned with social values. The study concludes that advertising reactance is a multidimensional phenomenon requiring adaptive, user-centric approaches integrating psychological, technological, and cultural insights. Recommendations for marketers include limiting exposure frequency, designing non-intrusive content, clarifying data use, promoting interactivity, and localizing campaigns to cultural contexts. Case studies of brands such as Spotify, Nike, and Dove demonstrate the effectiveness of these strategies in enhancing engagement and brand loyalty. Overall, the research provides guidance for designing digital advertising that is relevant, meaningful, and minimally reactive.
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