Ziyue Shu

This review provides a comprehensive overview of ad avoidance on smart mobile mobile media,covering its development origins,current research status,and influencing factors.It highlights the impact of ad avoidance behavior on advertising effectiveness and marketing strategies.The paper briefly proposes strategies to address ad avoidance,aiming to offer valuable insights for advertising practitioners and marketing scholars,helping them better understand and respond to the phenomenon of ad avoidance.

Advertising avoidance; Advertising performance; Literature review

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