Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo
En este artículo se abordarán temáticas referentes a la saturación de la publicidad en redes sociales, provocando así un efecto directo entre los usuarios de las plataformas, frente a un aumento en la percepción de intrusividad. Por consiguiente, el estudio presenta cómo la intrusividad en la public...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2024
- Institución:
- Universidad del Rosario
- Repositorio:
- Repositorio EdocUR - U. Rosario
- Idioma:
- spa
- OAI Identifier:
- oai:repository.urosario.edu.co:10336/44886
- Acceso en línea:
- https://doi.org/10.48713/10336_44886
https://repository.urosario.edu.co/handle/10336/44886
- Palabra clave:
- Intrusividad
Redes sociales
Comportamiento del consumidor
Publicidad digital
Analisis narrativo
Intrusiveness
Social media
Consumer behavior
Digital advertising
Narrative analysis
- Rights
- License
- Attribution-NoDerivatives 4.0 International
| id |
EDOCUR2_fcb02ec51016aa4f6be58b5d7c4f2f51 |
|---|---|
| oai_identifier_str |
oai:repository.urosario.edu.co:10336/44886 |
| network_acronym_str |
EDOCUR2 |
| network_name_str |
Repositorio EdocUR - U. Rosario |
| repository_id_str |
|
| dc.title.none.fl_str_mv |
Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo |
| dc.title.TranslatedTitle.none.fl_str_mv |
Perceived Intrusiveness in Social Media Advertising: A Bibliometric and Narrative Study |
| title |
Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo |
| spellingShingle |
Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo Intrusividad Redes sociales Comportamiento del consumidor Publicidad digital Analisis narrativo Intrusiveness Social media Consumer behavior Digital advertising Narrative analysis |
| title_short |
Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo |
| title_full |
Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo |
| title_fullStr |
Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo |
| title_full_unstemmed |
Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo |
| title_sort |
Intrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativo |
| dc.contributor.advisor.none.fl_str_mv |
Robayo Pinzón, Oscar Javier |
| dc.subject.none.fl_str_mv |
Intrusividad Redes sociales Comportamiento del consumidor Publicidad digital Analisis narrativo |
| topic |
Intrusividad Redes sociales Comportamiento del consumidor Publicidad digital Analisis narrativo Intrusiveness Social media Consumer behavior Digital advertising Narrative analysis |
| dc.subject.keyword.none.fl_str_mv |
Intrusiveness Social media Consumer behavior Digital advertising Narrative analysis |
| description |
En este artículo se abordarán temáticas referentes a la saturación de la publicidad en redes sociales, provocando así un efecto directo entre los usuarios de las plataformas, frente a un aumento en la percepción de intrusividad. Por consiguiente, el estudio presenta cómo la intrusividad en la publicidad afecta la experiencia y percepción del usuario frente a las marcas, creando un efecto negativo en la actitud de compra. En consecuencia, el objetivo de la investigación será analizar la relación directa entre la intrusividad publicitaria y el efecto que esta presenta en el consumidor, mientras que se realizará una identificación de vacíos en la literatura estudiada, con el fin de poder plantear futuras investigaciones referentes a la temática. Se utilizo una metodología de revisión de literatura, integrando el análisis bibliométrico y revisión narrativa. Después de un meticuloso proceso de depuración, se identificaron 24 artículos para el análisis, publicados en los últimos diez años en la base de datos Scopus. Los hallazgos indican que la intrusividad que los usuarios perciben afecta de manera negativa su percepción y experiencia de las marcas, relacionándolas con sentimientos adversos, dando como resultado que las campañas utilizadas por estos medios sean menos efectivas. En por esto que se recomienda que los enfoques que las marcas deseen adjudicarse sean más personalizados y menos intrusivos hacia los usuarios. Asimismo, se identificaron nuevas oportunidades de investigación frente a temas referidos a la intrusividad mediante el uso nuevas tecnologías y su abordaje por los diferentes segmentos generacionales. |
| publishDate |
2024 |
| dc.date.created.none.fl_str_mv |
2024-11-15 |
| dc.date.accessioned.none.fl_str_mv |
2025-01-29T15:50:19Z |
| dc.date.available.none.fl_str_mv |
2025-01-29T15:50:19Z |
| dc.type.none.fl_str_mv |
bachelorThesis |
| dc.type.coar.fl_str_mv |
http://purl.org/coar/resource_type/c_7a1f |
| dc.type.spa.none.fl_str_mv |
Artículo |
| dc.identifier.doi.none.fl_str_mv |
https://doi.org/10.48713/10336_44886 |
| dc.identifier.uri.none.fl_str_mv |
https://repository.urosario.edu.co/handle/10336/44886 |
| url |
https://doi.org/10.48713/10336_44886 https://repository.urosario.edu.co/handle/10336/44886 |
| dc.language.iso.none.fl_str_mv |
spa |
| language |
spa |
| dc.rights.*.fl_str_mv |
Attribution-NoDerivatives 4.0 International |
| dc.rights.coar.fl_str_mv |
http://purl.org/coar/access_right/c_abf2 |
| dc.rights.acceso.none.fl_str_mv |
Abierto (Texto Completo) |
| dc.rights.uri.*.fl_str_mv |
http://creativecommons.org/licenses/by-nd/4.0/ |
| rights_invalid_str_mv |
Attribution-NoDerivatives 4.0 International Abierto (Texto Completo) http://creativecommons.org/licenses/by-nd/4.0/ http://purl.org/coar/access_right/c_abf2 |
| dc.format.extent.none.fl_str_mv |
46 pp |
| dc.format.mimetype.none.fl_str_mv |
application/pdf |
| dc.publisher.none.fl_str_mv |
Universidad del Rosario |
| dc.publisher.department.none.fl_str_mv |
Escuela de Administración |
| dc.publisher.program.none.fl_str_mv |
Pregrado en Marketing y Negocios Digitales Administración de Negocios Internacionales Administración en logística y Producción |
| publisher.none.fl_str_mv |
Universidad del Rosario |
| institution |
Universidad del Rosario |
| dc.source.bibliographicCitation.none.fl_str_mv |
Alwreikat, Ahmad & Rjoub, Husam. (2020). Impact of mobile advertising wearout on consumer irritation, perceived intrusiveness, engagement and loyalty: A partial least squares structural equation modelling analysis. South African Journal of Business Management. 51. 1-11. https://doi.org/10.4102/sajbm.v51i1.2046 Arora, N., Rana, M., & Prashar, S. (2023). Empathy toward social media advertisements: The moderating role of ad intrusiveness. Journal of Promotion Management, 29(4), 535-568. https://doi.org/10.1080/10496491.2022.2163038 Asale, R.-., & Rae. (n.d.). concurrencia | Diccionario de la lengua española. «Diccionario De La Lengua Española» - Edición Del Tricentenario. https://dle.rae.es/concurrencia?m=form Asale, R.-., & Rae. (n.d.). marketing | Diccionario de la lengua española. «Diccionario De La Lengua Española» - Edición Del Tricentenario. https://dle.rae.es/marketing Aw, E.C.-X., Leong, L.-Y., Hew, J.-J., Rana, N.P., Tan, T.M. and Jee, T.-W. (2024), "Counteracting dark sides of robo-advisors: justice, privacy and intrusion considerations", International Journal of Bank Marketing, Vol. 42 No. 1, pp. 133-151. https://doi.org/10.1108/IJBM-10-2022-0439 Baek, T.H. and Morimoto, M. (2012) Stay away from Me: Examining the Determinants of Consumer Avoidance of Personalized Advertising. Journal of Advertising, 41, 59-76. http://dx.doi.org/10.2753/JOA0091-3367410105 Bauer, Raymond A. and Stephen A. Greyser (1968), Advertising in American: The Consumer View, Boston, MA: Harvad University. Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017). Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Marketing, 37(1), 75-88. https://doi.org/10.1016/j.intmar.2016.06.004 Callon, M., J.-P. Courtial& H.Penan (1993), La Scientométrie, Paris: Presses Universitaires de France. Chen, R. R., Ren, J., Tan, Y., & An, H. (2023). Can Skip Control Always Increase the Effectiveness of Splash Advertisements in Mobile Apps? The Moderating Effect of User Habits. International Journal of Human–Computer Interaction, 40(22), 7431–7450. https://doi.org/10.1080/10447318.2023.2266243 Cho, C. H., & as-, U. of T. at A. is an. (2004). WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET? Journal of Advertising, 33(4), 89–97. https://doi.org/10.1080/00913367.2004.10639175 Codina, L. (2017, November 1). Procedimiento gráfico para generar ecuaciones de búsqueda en bases de datos académicas. Lluís Codina. https://www.lluiscodina.com/grafico-ecuaciones-de-busqueda/ de Groot, J. I. M. (2022). The Personalization Paradox in Facebook Advertising: The Mediating Effect of Relevance on the Personalization–Brand Attitude Relationship and the Moderating Effect of Intrusiveness. Journal of Interactive Advertising, 22(1), 57–74. https://doi.org/10.1080/15252019.2022.2032492 Eck, N., & Waltman, L. (2009). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84, 523 - 538. https://doi.org/10.1007/s11192-009-0146-3. https://doi.org/10.1007/s11192-009-0146-3 Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads. Journal of Advertising, 31(3), 83–95. https://doi.org/10.1080/00913367.2002.10673678 Fricke, A., Pieper, N. and Woisetschläger, D.M. (2024), "Smartness unleashed: a multilevel model for understanding consumers' perceptions and adoption across a myriad of smart offerings", Journal of Service Theory and Practice, Vol. 34 No. 2, pp. 163-190. https://doi.org/10.1108/JSTP-12-2022-0269 Ghanbarpour, Tohid & Sahabeh, Easa & Gustafsson, Anders. (2022). Consumer response to online behavioral advertising in a social media context: The role of perceived ad complicity. Psychology & Marketing. 39. 1853-1870. https://doi.org/10.1002/mar.21703 Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements: do length, informativeness, and humor help (or hinder) marketing outcomes?. Journal of advertising research, 55(1), 37-50. https://doi.org/10.2501/JAR-55-1-037-050 Ha, L. (1996). Advertising clutter in consumer magazines: Dimensions and effects. Journal of advertising research, 36(4), 76-85. Ha, L., and K. McCann. 2008. An integrated model of advertising clutter in offline and online media. International Journal of Advertising 27, no. 4: 569–92 https://doi.org/10.2501/S0265048708080153 Hart, C. (2018). Doing a literature review: Releasing the research imagination. Kim, S. J., Lee, M. H., Hong, J., & Park, S. (2022). How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data. International Journal of Advertising, 42(4), 713–739. https://doi.org/10.1080/02650487.2022.2094053 Lee, J., Kim, C., & Lee, K. C. (2022). Exploring the personalization-intrusiveness-intention framework to evaluate the effects of personalization in social media. International Journal of Information Management, 66, 1–18. https://doi.org/10.1016/j.ijinfomgt.2022.102532 Lee, J., Kim, S., Ham, C. D., & Seok, A. (2022). Avoidance and Acceptance of Native Advertising on Social Media: Applications of Consumer Social Intelligence, Persuasion Knowledge, and the Typology of Consumer Responses. Journal of Interactive Advertising, 22(2), 141–156. https://doi.org/10.1080/15252019.2022.2065389 Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the Intrusiveness of Advertisements: Scale Development and Validation. Journal of Advertising, 31(2), 37–47. https://doi.org/10.1080/00913367.2002.10673665 McCoy, S., Everard, A., Polak, P., & Galletta, D. F. (2008). An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness. International Journal of Human–Computer Interaction, 24(7), 672–699. https://doi.org/10.1080/10447310802335664 Nguyen, K. M., Nguyen, N. T., Ngo, N. T. Q., Tran, N. T. H., & Nguyen, H. T. T. (2024). Investigating Consumers’ Purchase Resistance Behavior to AI-Based Content Recommendations on Short-Video Platforms: A Study of Greedy And Biased Recommendations. Journal of Internet Commerce, 23(3), 284–327. https://doi.org/10.1080/15332861.2024.2375966 Obadă, D. -R. (2024). What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory Front. Commun., 9. https://doi.org/10.3389/fcomm.2024.1470327 Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., & Alonso-Fernández, S. (2021). Declaración PRISMA 2020: una guía actualizada para la publicación de revisiones sistemáticas. Revista española de cardiología, 74(9), 790-799. https://www.revespcardiol.org/es-declaracion-prisma-2020-una-guia-articulo-S0300893221002748 Paraschiv, C., Ayadi, N. (2024). Ethicality of online dynamic pricing: an empirical investigation of consumer perception of ethical risks. J Revenue Pricing Manag . https://doi.org/10.1057/s41272-024-00497-3 Paul, J., & Criado, A. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29, 101717. https://doi.org/10.1016/j.ibusrev.2020.101717. Pelet, J. É., & Ettis, S. A. (2022). Social media advertising effectiveness: The role of perceived originality, liking, credibility, irritation, intrusiveness, and Ad destination. International Journal of Technology and Human Interaction (IJTHI), 18(1), 1-20. https://doi.org/10.4018/IJTHI.2022010106 Rae, R. a. E.-. (n.d.). red social. Diccionario Panhispánico Del Español Jurídico - Real Academia Española. https://dpej.rae.es/lema/red-social Reyes, Roy & Prats, Germán & Ocaña, Mariela. (2023). La publicidad digital y el desafio de la saturación publicitaria para el empresario. Face: Revista de la Facultad de Ciencias Económicas y Empresariales. 21. 10.24054/face.v21i2.1102. Riedel, A. S., Weeks, C. S., & Beatson, A. T. (2023). Dealing with intrusive ads: a study of which functionalities help consumers feel agency. International Journal of Advertising, 43(2), 361–387. https://doi.org/10.1080/02650487.2023.2197778 Riedel, A., Mulcahy, R., Beatson, A., & Weeks, C. (2024). Advertising in Freemium Services: Lack of Control and Intrusion as the Price Consumers Pay. Journal of Advertising, 1–20. https://doi.org/10.1080/00913367.2024.2393078 Rodríguez, M. (n.d.). Publicidad Digital: Historia e Impacto Actual. Agencia SEO En México. https://www.seoenmexico.com/blog/publicidad-digital/ Rojas-Berrio, Sandra & Becerra, Liliana & Riaño-Casallas, Martha & Santos, Claudia. (2017). Revisión Sistemática de la Literatura en Administración. 10.13140/RG.2.2.15345.89443. Sahli, A. and Zhai, Y. (2024), "Cultivating consumer resilience: understanding and navigating adolescents’ responses to intrusive advertising", International Journal of Organizational Analysis, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOA-01-2024-4181 Sarfraz, U. and Bano, S. (2023), "Moderating impact of brand authenticity and control over ads on the effectiveness of Facebook advertising: a two-sample study", EuroMed Journal of Business, Vol. 18 No. 3, pp. 424-440. https://doi.org/10.1108/EMJB-12-2021-0196 Sekri, K., Bouzaabia, O., Rzem, H. and Juárez-Varón, D. (2024), "Effects of virtual try-on technology as an innovative e-commerce tool on consumers' online purchase intentions", European Journal of Innovation Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EJIM-05-2024-0516 Shoukat, M.H., Elgammal, I., Selem, K.M. and Shehata, A.E. (2024), "Fostering social media user intentions: AI-enabled privacy and intrusiveness concerns", Spanish Journal of Marketing - ESIC, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SJME-07-2023-0205 Stafford, M.R., & Faber, R.J. (2005). Advertising, Promotion, and New Media (1st ed.). Routledge. https://doi.org/10.4324/9781315706672 Vieira Salazar, J. A., & Echeverri Rubio, A. (2024). Intellectual Structure of Research on Greenwashing: Bibliometric and Narrative Analysis. Revista Universidad Y Empresa, 26(46), 1–41. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.13615 Wang, H. J., Yue, X. L., Ansari, A. R., Tang, G. Q., Ding, J. Y., & Jiang, Y. Q. (2022). Research on the Influence Mechanism of Consumers' Perceived Risk on the Advertising Avoidance Behavior of Online Targeted Advertising. Frontiers in psychology, 13, 878629. https://doi.org/10.3389/fpsyg.2022.878629 Xiaolong, Wei & Ko, I.s & Pearce, Alison. (2021). Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects. Sustainability. 14. 253. https://doi.org/10.3390/su14010253 Yang, J., & Jiang, M. (2021). Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence. Journal Of Research In Interactive Marketing, 15(4), 685-708. https://doi.org/10.1108/jrim-03-2020-0048 Zhou, X., Lou, C., & Huang, X. (Irene). (2024). When Social Media Gets Political: How Message–Platform Match Affects Consumer Responses to Brand Activism Advertising. Journal of Advertising, 1–17. https://doi.org/10.1080/00913367.2024.2347271 |
| dc.source.instname.none.fl_str_mv |
instname:Universidad del Rosario |
| dc.source.reponame.none.fl_str_mv |
reponame:Repositorio Institucional EdocUR |
| bitstream.url.fl_str_mv |
https://repository.urosario.edu.co/bitstreams/adf545b1-2d9c-4fef-a636-165ab3805795/download https://repository.urosario.edu.co/bitstreams/e91497bb-afc7-4611-a380-3deffe74eb5a/download https://repository.urosario.edu.co/bitstreams/7ba4ab59-9550-4a1a-8bc7-4c84d13f0763/download https://repository.urosario.edu.co/bitstreams/c591ef65-d111-4ab6-97d1-06f44e8c537b/download https://repository.urosario.edu.co/bitstreams/c529dc28-bed6-44ac-8c49-f3e7e0a5c259/download |
| bitstream.checksum.fl_str_mv |
7f4cf8ce14f15f9a710749d458f78424 b2825df9f458e9d5d96ee8b7cd74fde6 5310bb89a00d5ead086944535cc857c4 18290bc5f8cfe08c8f4a096818397613 81025f415a9a6b2b7d6cf6b55763fd67 |
| bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 MD5 |
| repository.name.fl_str_mv |
Repositorio institucional EdocUR |
| repository.mail.fl_str_mv |
edocur@urosario.edu.co |
| _version_ |
1831928211816054784 |
| spelling |
Robayo Pinzón, Oscar Javier79843140-1Callejas Serrato, Maria PaulaHerrera Arevalo, Ana MaríaRubio Morales, VerónicaProfesional en Marketing y Negocios Digitales6ac3500c-884a-4643-9b82-50aff8bddd99-1215686a2-50ff-4a57-afc9-7b73c8a243cf-1d0a3afd5-594b-43c6-b457-d1ab5057ee3b-12025-01-29T15:50:19Z2025-01-29T15:50:19Z2024-11-15En este artículo se abordarán temáticas referentes a la saturación de la publicidad en redes sociales, provocando así un efecto directo entre los usuarios de las plataformas, frente a un aumento en la percepción de intrusividad. Por consiguiente, el estudio presenta cómo la intrusividad en la publicidad afecta la experiencia y percepción del usuario frente a las marcas, creando un efecto negativo en la actitud de compra. En consecuencia, el objetivo de la investigación será analizar la relación directa entre la intrusividad publicitaria y el efecto que esta presenta en el consumidor, mientras que se realizará una identificación de vacíos en la literatura estudiada, con el fin de poder plantear futuras investigaciones referentes a la temática. Se utilizo una metodología de revisión de literatura, integrando el análisis bibliométrico y revisión narrativa. Después de un meticuloso proceso de depuración, se identificaron 24 artículos para el análisis, publicados en los últimos diez años en la base de datos Scopus. Los hallazgos indican que la intrusividad que los usuarios perciben afecta de manera negativa su percepción y experiencia de las marcas, relacionándolas con sentimientos adversos, dando como resultado que las campañas utilizadas por estos medios sean menos efectivas. En por esto que se recomienda que los enfoques que las marcas deseen adjudicarse sean más personalizados y menos intrusivos hacia los usuarios. Asimismo, se identificaron nuevas oportunidades de investigación frente a temas referidos a la intrusividad mediante el uso nuevas tecnologías y su abordaje por los diferentes segmentos generacionales.This article will address issues related to the saturation of advertising on social networks, thus causing a direct effect among users of the platforms, in the face of an increase in the perception of intrusiveness. Therefore, the study presents how intrusiveness in advertising affects the user's experience and perception of brands, creating a negative effect on purchasing attitude. Consequently, the objective of the research will be to analyze the direct relationship between advertising intrusiveness and the effect it has on the consumer, while identifying gaps in the literature studied, to propose future research related to the topic. A literature review methodology was used, integrating bibliometric analysis and narrative review. After a meticulous screening process, 24 articles were identified for analysis, published in the last ten years in the Scopus database. The findings indicate that the intrusiveness that users perceive negatively affects their perception and experience of brands, linking them with adverse feelings, resulting in campaigns used by these media being less effective. For this reason, it is recommended that the approaches that brands wish to take should be more personalized and less intrusive towards users. Likewise, new research opportunities were identified regarding issues related to intrusiveness using new technologies and their approach by different generational segments.46 ppapplication/pdfhttps://doi.org/10.48713/10336_44886https://repository.urosario.edu.co/handle/10336/44886spaUniversidad del RosarioEscuela de AdministraciónPregrado en Marketing y Negocios DigitalesAdministración de Negocios InternacionalesAdministración en logística y ProducciónAttribution-NoDerivatives 4.0 InternationalAbierto (Texto Completo)http://creativecommons.org/licenses/by-nd/4.0/http://purl.org/coar/access_right/c_abf2Alwreikat, Ahmad & Rjoub, Husam. (2020). Impact of mobile advertising wearout on consumer irritation, perceived intrusiveness, engagement and loyalty: A partial least squares structural equation modelling analysis. South African Journal of Business Management. 51. 1-11. https://doi.org/10.4102/sajbm.v51i1.2046Arora, N., Rana, M., & Prashar, S. (2023). Empathy toward social media advertisements: The moderating role of ad intrusiveness. Journal of Promotion Management, 29(4), 535-568. https://doi.org/10.1080/10496491.2022.2163038Asale, R.-., & Rae. (n.d.). concurrencia | Diccionario de la lengua española. «Diccionario De La Lengua Española» - Edición Del Tricentenario. https://dle.rae.es/concurrencia?m=formAsale, R.-., & Rae. (n.d.). marketing | Diccionario de la lengua española. «Diccionario De La Lengua Española» - Edición Del Tricentenario. https://dle.rae.es/marketingAw, E.C.-X., Leong, L.-Y., Hew, J.-J., Rana, N.P., Tan, T.M. and Jee, T.-W. (2024), "Counteracting dark sides of robo-advisors: justice, privacy and intrusion considerations", International Journal of Bank Marketing, Vol. 42 No. 1, pp. 133-151. https://doi.org/10.1108/IJBM-10-2022-0439Baek, T.H. and Morimoto, M. (2012) Stay away from Me: Examining the Determinants of Consumer Avoidance of Personalized Advertising. Journal of Advertising, 41, 59-76. http://dx.doi.org/10.2753/JOA0091-3367410105Bauer, Raymond A. and Stephen A. Greyser (1968), Advertising in American: The Consumer View, Boston, MA: Harvad University.Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017). Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Marketing, 37(1), 75-88. https://doi.org/10.1016/j.intmar.2016.06.004Callon, M., J.-P. Courtial& H.Penan (1993), La Scientométrie, Paris: Presses Universitaires de France.Chen, R. R., Ren, J., Tan, Y., & An, H. (2023). Can Skip Control Always Increase the Effectiveness of Splash Advertisements in Mobile Apps? The Moderating Effect of User Habits. International Journal of Human–Computer Interaction, 40(22), 7431–7450. https://doi.org/10.1080/10447318.2023.2266243Cho, C. H., & as-, U. of T. at A. is an. (2004). WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET? Journal of Advertising, 33(4), 89–97. https://doi.org/10.1080/00913367.2004.10639175Codina, L. (2017, November 1). Procedimiento gráfico para generar ecuaciones de búsqueda en bases de datos académicas. Lluís Codina. https://www.lluiscodina.com/grafico-ecuaciones-de-busqueda/de Groot, J. I. M. (2022). The Personalization Paradox in Facebook Advertising: The Mediating Effect of Relevance on the Personalization–Brand Attitude Relationship and the Moderating Effect of Intrusiveness. Journal of Interactive Advertising, 22(1), 57–74. https://doi.org/10.1080/15252019.2022.2032492Eck, N., & Waltman, L. (2009). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84, 523 - 538. https://doi.org/10.1007/s11192-009-0146-3. https://doi.org/10.1007/s11192-009-0146-3Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads. Journal of Advertising, 31(3), 83–95. https://doi.org/10.1080/00913367.2002.10673678Fricke, A., Pieper, N. and Woisetschläger, D.M. (2024), "Smartness unleashed: a multilevel model for understanding consumers' perceptions and adoption across a myriad of smart offerings", Journal of Service Theory and Practice, Vol. 34 No. 2, pp. 163-190. https://doi.org/10.1108/JSTP-12-2022-0269Ghanbarpour, Tohid & Sahabeh, Easa & Gustafsson, Anders. (2022). Consumer response to online behavioral advertising in a social media context: The role of perceived ad complicity. Psychology & Marketing. 39. 1853-1870. https://doi.org/10.1002/mar.21703Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements: do length, informativeness, and humor help (or hinder) marketing outcomes?. Journal of advertising research, 55(1), 37-50. https://doi.org/10.2501/JAR-55-1-037-050Ha, L. (1996). Advertising clutter in consumer magazines: Dimensions and effects. Journal of advertising research, 36(4), 76-85.Ha, L., and K. McCann. 2008. An integrated model of advertising clutter in offline and online media. International Journal of Advertising 27, no. 4: 569–92 https://doi.org/10.2501/S0265048708080153Hart, C. (2018). Doing a literature review: Releasing the research imagination.Kim, S. J., Lee, M. H., Hong, J., & Park, S. (2022). How mobile users respond to pre-roll skippable advertising differently than personal computer (PC) users: an analysis of individual-level clickstream data. International Journal of Advertising, 42(4), 713–739. https://doi.org/10.1080/02650487.2022.2094053Lee, J., Kim, C., & Lee, K. C. (2022). Exploring the personalization-intrusiveness-intention framework to evaluate the effects of personalization in social media. International Journal of Information Management, 66, 1–18. https://doi.org/10.1016/j.ijinfomgt.2022.102532Lee, J., Kim, S., Ham, C. D., & Seok, A. (2022). Avoidance and Acceptance of Native Advertising on Social Media: Applications of Consumer Social Intelligence, Persuasion Knowledge, and the Typology of Consumer Responses. Journal of Interactive Advertising, 22(2), 141–156. https://doi.org/10.1080/15252019.2022.2065389Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the Intrusiveness of Advertisements: Scale Development and Validation. Journal of Advertising, 31(2), 37–47. https://doi.org/10.1080/00913367.2002.10673665McCoy, S., Everard, A., Polak, P., & Galletta, D. F. (2008). An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness. International Journal of Human–Computer Interaction, 24(7), 672–699. https://doi.org/10.1080/10447310802335664Nguyen, K. M., Nguyen, N. T., Ngo, N. T. Q., Tran, N. T. H., & Nguyen, H. T. T. (2024). Investigating Consumers’ Purchase Resistance Behavior to AI-Based Content Recommendations on Short-Video Platforms: A Study of Greedy And Biased Recommendations. Journal of Internet Commerce, 23(3), 284–327. https://doi.org/10.1080/15332861.2024.2375966Obadă, D. -R. (2024). What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory Front. Commun., 9. https://doi.org/10.3389/fcomm.2024.1470327Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., & Alonso-Fernández, S. (2021). Declaración PRISMA 2020: una guía actualizada para la publicación de revisiones sistemáticas. Revista española de cardiología, 74(9), 790-799. https://www.revespcardiol.org/es-declaracion-prisma-2020-una-guia-articulo-S0300893221002748Paraschiv, C., Ayadi, N. (2024). Ethicality of online dynamic pricing: an empirical investigation of consumer perception of ethical risks. J Revenue Pricing Manag . https://doi.org/10.1057/s41272-024-00497-3Paul, J., & Criado, A. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29, 101717. https://doi.org/10.1016/j.ibusrev.2020.101717.Pelet, J. É., & Ettis, S. A. (2022). Social media advertising effectiveness: The role of perceived originality, liking, credibility, irritation, intrusiveness, and Ad destination. International Journal of Technology and Human Interaction (IJTHI), 18(1), 1-20. https://doi.org/10.4018/IJTHI.2022010106Rae, R. a. E.-. (n.d.). red social. Diccionario Panhispánico Del Español Jurídico - Real Academia Española. https://dpej.rae.es/lema/red-socialReyes, Roy & Prats, Germán & Ocaña, Mariela. (2023). La publicidad digital y el desafio de la saturación publicitaria para el empresario. Face: Revista de la Facultad de Ciencias Económicas y Empresariales. 21. 10.24054/face.v21i2.1102.Riedel, A. S., Weeks, C. S., & Beatson, A. T. (2023). Dealing with intrusive ads: a study of which functionalities help consumers feel agency. International Journal of Advertising, 43(2), 361–387. https://doi.org/10.1080/02650487.2023.2197778Riedel, A., Mulcahy, R., Beatson, A., & Weeks, C. (2024). Advertising in Freemium Services: Lack of Control and Intrusion as the Price Consumers Pay. Journal of Advertising, 1–20. https://doi.org/10.1080/00913367.2024.2393078Rodríguez, M. (n.d.). Publicidad Digital: Historia e Impacto Actual. Agencia SEO En México. https://www.seoenmexico.com/blog/publicidad-digital/Rojas-Berrio, Sandra & Becerra, Liliana & Riaño-Casallas, Martha & Santos, Claudia. (2017). Revisión Sistemática de la Literatura en Administración. 10.13140/RG.2.2.15345.89443.Sahli, A. and Zhai, Y. (2024), "Cultivating consumer resilience: understanding and navigating adolescents’ responses to intrusive advertising", International Journal of Organizational Analysis, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOA-01-2024-4181Sarfraz, U. and Bano, S. (2023), "Moderating impact of brand authenticity and control over ads on the effectiveness of Facebook advertising: a two-sample study", EuroMed Journal of Business, Vol. 18 No. 3, pp. 424-440. https://doi.org/10.1108/EMJB-12-2021-0196Sekri, K., Bouzaabia, O., Rzem, H. and Juárez-Varón, D. (2024), "Effects of virtual try-on technology as an innovative e-commerce tool on consumers' online purchase intentions", European Journal of Innovation Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EJIM-05-2024-0516Shoukat, M.H., Elgammal, I., Selem, K.M. and Shehata, A.E. (2024), "Fostering social media user intentions: AI-enabled privacy and intrusiveness concerns", Spanish Journal of Marketing - ESIC, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SJME-07-2023-0205Stafford, M.R., & Faber, R.J. (2005). Advertising, Promotion, and New Media (1st ed.). Routledge. https://doi.org/10.4324/9781315706672Vieira Salazar, J. A., & Echeverri Rubio, A. (2024). Intellectual Structure of Research on Greenwashing: Bibliometric and Narrative Analysis. Revista Universidad Y Empresa, 26(46), 1–41. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.13615Wang, H. J., Yue, X. L., Ansari, A. R., Tang, G. Q., Ding, J. Y., & Jiang, Y. Q. (2022). Research on the Influence Mechanism of Consumers' Perceived Risk on the Advertising Avoidance Behavior of Online Targeted Advertising. Frontiers in psychology, 13, 878629. https://doi.org/10.3389/fpsyg.2022.878629Xiaolong, Wei & Ko, I.s & Pearce, Alison. (2021). Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects. Sustainability. 14. 253. https://doi.org/10.3390/su14010253Yang, J., & Jiang, M. (2021). Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence. Journal Of Research In Interactive Marketing, 15(4), 685-708. https://doi.org/10.1108/jrim-03-2020-0048Zhou, X., Lou, C., & Huang, X. (Irene). (2024). When Social Media Gets Political: How Message–Platform Match Affects Consumer Responses to Brand Activism Advertising. Journal of Advertising, 1–17. https://doi.org/10.1080/00913367.2024.2347271instname:Universidad del Rosarioreponame:Repositorio Institucional EdocURIntrusividadRedes socialesComportamiento del consumidorPublicidad digitalAnalisis narrativoIntrusivenessSocial mediaConsumer behaviorDigital advertisingNarrative analysisIntrusividad percibida en publicidad en redes sociales: un estudio bibliométrico y narrativoPerceived Intrusiveness in Social Media Advertising: A Bibliometric and Narrative StudybachelorThesisArtículohttp://purl.org/coar/resource_type/c_7a1fEscuela de AdministraciónBogotáORIGINALIntrusividad_Percibida_en_Publicidad_en_Redes_Sociales_CallejasSerrato_MariaPaula_2024.pdfIntrusividad_Percibida_en_Publicidad_en_Redes_Sociales_CallejasSerrato_MariaPaula_2024.pdfapplication/pdf774295https://repository.urosario.edu.co/bitstreams/adf545b1-2d9c-4fef-a636-165ab3805795/download7f4cf8ce14f15f9a710749d458f78424MD54LICENSElicense.txtlicense.txttext/plain1483https://repository.urosario.edu.co/bitstreams/e91497bb-afc7-4611-a380-3deffe74eb5a/downloadb2825df9f458e9d5d96ee8b7cd74fde6MD52CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8893https://repository.urosario.edu.co/bitstreams/7ba4ab59-9550-4a1a-8bc7-4c84d13f0763/download5310bb89a00d5ead086944535cc857c4MD53TEXTIntrusividad_Percibida_en_Publicidad_en_Redes_Sociales_CallejasSerrato_MariaPaula_2024.pdf.txtIntrusividad_Percibida_en_Publicidad_en_Redes_Sociales_CallejasSerrato_MariaPaula_2024.pdf.txtExtracted texttext/plain72826https://repository.urosario.edu.co/bitstreams/c591ef65-d111-4ab6-97d1-06f44e8c537b/download18290bc5f8cfe08c8f4a096818397613MD55THUMBNAILIntrusividad_Percibida_en_Publicidad_en_Redes_Sociales_CallejasSerrato_MariaPaula_2024.pdf.jpgIntrusividad_Percibida_en_Publicidad_en_Redes_Sociales_CallejasSerrato_MariaPaula_2024.pdf.jpgGenerated Thumbnailimage/jpeg2178https://repository.urosario.edu.co/bitstreams/c529dc28-bed6-44ac-8c49-f3e7e0a5c259/download81025f415a9a6b2b7d6cf6b55763fd67MD5610336/44886oai:repository.urosario.edu.co:10336/448862025-01-30 03:02:25.743http://creativecommons.org/licenses/by-nd/4.0/Attribution-NoDerivatives 4.0 Internationalhttps://repository.urosario.edu.coRepositorio institucional EdocURedocur@urosario.edu.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 |