Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model

Anshuman Sharma, Rohita Dwivedi, Marcello M. Mariani, Tahir Islam

Research output: Contribution to journalArticlepeer-review

49 Citations (Scopus)


The exponential growth of mobile phone usage has shifted the attention of marketers toward digital advertising as a tool for targeted communication. However, the increased usage of digital advertising exposes consumers to excessive amounts of advertisements, which may trigger their annoyance and raise concerns about overall advertising effectiveness. In a moderated mediation model, this study examined how digital advertising value influences consumers' attitudes toward advertising and purchase intention at different levels of advertising irritation using the S-O-R framework and the advertising value model. Data were collected from 272 university students to test the conceptual model, and a multi-analytic approach combining partial least squares structural equation modeling and necessary condition analysis (NCA) was adopted. Results show that advertising value has a stronger effect on purchase intention than attitude toward advertising and that advertising irritation is a strong negative moderator that significantly reduces overall advertising effectiveness. NCA results also show varying degrees of predictor necessity. These findings can help advertisers improve their strategies to maximize the effectiveness of digital advertising.

Original languageEnglish
Article number121731
JournalTechnological Forecasting and Social Change
Early online date9 May 2022
Publication statusPublished - Jul 2022
Externally publishedYes


  • Advertising irritation
  • Advertising value
  • Moderated mediation
  • Necessary condition analysis (NCA)
  • Partial least squares structural equation modeling (PLS-SEM)
  • Purchase intention


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