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Message stream advertising (MSA) has become an increasingly popular option for advertising on mobile social media. However, MSA is often avoided by consumers, and this avoidance deserves more research attention. The purpose of this study is therefore to identify the underlying mechanism and key variables that affect consumer avoidance of MSA in the context of mobile social media.

A face-to-face survey was administered to current mobile users of WeChat (N = 438). Structural equation modeling was conducted to test the relationships in the research model.

Results revealed that mobile consumers employ mechanical avoidance methods (i.e. zipping, muting and zapping) against MSA. The findings also demonstrated that advertising intrusiveness (stimulus) is directly linked to negative emotions, perceived entertainment and sense of control (organism), which, in turn, relate to MSA avoidance (response).

The study contributes to the MSA avoidance literature by using the stimulus-organism-response model to deepen the understanding of consumers' MSA avoidance on mobile social media, and it suggests important managerial implications for advertising practitioners and platform operators.

Adaptive selling can help build positive relationships between salespeople and consumers. The literature shows that consumers respond positively to salespeople under approach but not avoidance motivations. This paper aims to demonstrate a circumstance under which consumers with avoidance motivations can also respond positively, something not previously shown in the literature.

This research paper uses three experimental between-subject designs to test hypotheses.

The current research identifies appropriate sales influence tactics (e.g. a customer-autonomy-oriented or a loss-avoidance-oriented influence tactic) where consumers with avoidance motivations can also respond to sales agents positively by the evidence of higher purchase intentions. In addition, this research shows that consumers with approach motivations may not always respond positively to salespeople. Further, goal facilitation appraisals of the salespeople serve as a mechanism between consumers’ shopping motivations and their behavioral responses (e.g. purchase intentions).

First, while the previous literature demonstrates that approach motivations generally lead to more positive effects (Elliot and Trash, 2002), this research indicates that avoidance motivations can also have positive effects, which is a finding that has not been demonstrated in the literature thus far. Second, this research identifies goal facilitation appraisals as one underlying process that explains the interactive effect between matching influence tactics and consumers’ approach/avoidance motivations when shopping. Third, the authors integrate regulatory focus theory by using gain- or loss-avoidance-oriented sales influence tactics to match approach and avoidance motivations.

The purpose of this paper is to examine the behavioral outcomes and effectiveness of organizational response to open complaints by consumers following a dissatisfactory service experience.

Three natural communities (WhatsApp groups) were used with reference to online food and grocery retailing. The respondents comprised community members sharing negative experiences on the group. A scenario implanted in a survey was used as the research approach.

Consumer advocacy, a form of complaining, is a way to help other community members. The relationship between consumer advocacy and community usefulness strengthens the argument of consumers’ collective concern as one of the motivational frames for consumer advocacy. Consumer advocates show stronger reactions, resulting in brand avoidance following voice complaining. An effective organizational response can mitigate brand avoidance.

Finding ways to restrict and alleviate brand avoidance is an area that is of major interest to practitioners. The study finds that prospective explanations could be a very effective antidote to brand avoidance.

The social side of complaining is a relatively under-researched area. This study examines the relationship between consumer advocacy, community usefulness and brand avoidance. To the best of the authors’ knowledge, this is the first study to examine the moderating effect of organizational response on consumer advocacy and its outcomes in the virtual context.

This study aims to investigate the impact of consumer advocacy on community usefulness and brand avoidance. Moreover, the study scrutinizes the mediating role and impact of organizational feedback/response and moderating role of information credibility.

The explanatory and cross-sectional research design was used in the study. Primary data were collected from broadband internet users and 249 responses gathered across the country. The study sample comprises of individuals sharing unfavorable service experiences on social media.

The key findings of the study highlight that consumer advocacy is a type of complaining method, which is used to help other society members; hence, there is a strong relationship among consumer’s advocacy and society’s usefulness. Brand avoidance is the outcome of stronger reactions by consumer advocates and through efficient organizational feedback, the impact of advocacy can be mitigated. Moreover, the study found that effective organizational explanations can be a useful remedy to brand avoidance. Furthermore, the research revealed that information credibility does not moderate the relationship between consumer advocacy and brand avoidance.

The study findings will help practitioners in determining effective strategies to restrict and control brand avoidance.

The social side of consumer argumentative behavior is still an under-research area, which is addressed in the paper. This is the unique study, which explores the mediating impact of organizational feedback on consumer advocacy, brand avoidance and usefulness for society in the implicit perspective.

Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and to analyze if these weights are the same (or not) for drugstore and luxury make-up brands regarding.

To carry on this paper, brand haters in the make-up industry were contacted with the help of cosmetic influencers. Participants of the online questionnaire (N = 162) were existing young makeup consumers. They were divided into drugstore and luxury makeup brand haters by classifying their identified hated brands into either group.

The authors’ results showed, first, that experiential, identity, moral, deficit-value and advertising avoidance all had a positive effect on brand hate, being identity avoidance the strongest one. Second, drugstore and luxury makeup brand haters do not differ, as far as no differences were identified in the strength of each avoidance type on brand hate.

There is a gap in the literature related to the absence of work investigating brand hate in the make-up industry; moreover, studies measure whether brand hate drivers are the same (or not) for luxury brands and drugstore brands that compete in the same arena. In this framework, this research will provide a specific industry context involving young consumer opinions. Research into consumer–brand relationships has been largely focused on the positive forms, while the negative forms are still a relatively newer area of academic interest. Even more, brand hate has been investigated from a multidimensional approach linking proposals from different authors has been tested.

The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance.

A qualitative approach is adopted by interviewing 15 active members of organizations that represent ethical concerns for the well-being of animals, the environment and humans.

The study indicates that consumers with a strong value-based perspective on consumption (such as ethical consumers) may reject brands in two different but interrelated ways. In essence, the study reveals characteristics of brand avoidance that have not been discussed in earlier research, in terms of two dimensions: persistency (persistent vs temporary) and explicitness (explicit vs latent).

The study shows the importance of considering the phenomenon of brand avoidance, as it may reveal fundamental challenges in the market. These challenges may relate to consumer values that have not been regarded as important or that have been thought of as relating only to a specific group of consumers.

The ethical consumers' views represent new insights into understanding brand avoidance.

The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance.

A qualitative approach is adopted by interviewing 15 active members of organizations that represent ethical concerns for the well-being of animals, the environment and humans.

The study indicates that consumers with a strong value-based perspective on consumption (such as ethical consumers) may reject brands in two different but interrelated ways. In essence, the study reveals characteristics of brand avoidance that have not been discussed in earlier research, in terms of two dimensions: persistency (persistent vs temporary) and explicitness (explicit vs latent).

The study shows the importance of considering the phenomenon of brand avoidance, as it may reveal fundamental challenges in the market. These challenges may relate to consumer values that have not been regarded as important or that have been thought of as relating only to a specific group of consumers.

The ethical consumers' views represent new insights into understanding brand avoidance.

This study aims to investigate the conceptual structure of fast fashion avoidance among young consumers in Korea. The effects of negative beliefs on the behavioural intention regarding fast fashion avoidance are empirically examined.

A conceptual model of fast fashion avoidance is proposed and tested based on the literature and blog analyses. Web‐based online survey data are analyzed by second‐order factor analysis and hierarchical regression.

The second‐order structure of eight negative beliefs is statistically supported. Among these negative beliefs, poor performance and deindividuation have positive effects on fast fashion avoidance. While inauthenticity has a negative effect, big store discomfort and foreignness have an interaction effect with regards to the lack of alternatives.

The results are based on convenient sampling of young female adults. However, it is tested in Korea, of which global fast fashion retailing is in its growing stage.

This study represents a new attempt to apply the concept of brand avoidance to an explanation of fast fashion avoidance, and test it using empirically‐collected survey data.

The purpose of this paper is to gain insight into brand avoidance of service brands and explore whether the different types of brand avoidance identified in a product context apply to service providers.

Because of the exploratory nature of the study, the critical incident method and semi-structured interviews were used to achieve the purpose of the study.

The findings suggest that five types of brand avoidance, as identified in studies involving product brands, can be identified as impacting service brands. In addition, the findings show that advertising avoidance should be expanded to communication avoidance because of the multifarious communication influences that were identified. The study proposes a framework to deepen the understanding of the types of brand avoidance affecting service brands.

Since the different types of brand avoidance previously identified are also evident in a services environment, service providers should develop strategies to deal with the different types of service brand avoidance. The findings are broad in scope because of the exploratory nature of the study, and a detailed analysis of each type of service brand avoidance is still required.

This paper focuses on the various types of brand avoidance and their manifestation in the services context. The study contributes by showing that the broader concept of communication, not only advertising, should be considered when studying brand avoidance in a service context.

The increased practitioner and academic interest in negative brand phenomena highlight the need for the development of practical scales to be used for empirical investigations. Therefore, this paper aims to draw on existing conceptualisations to provide a theoretically grounded yet practically oriented scale for examining brand avoidance and its protocols.

The study uses a sample of 575 consumers from two developing countries to create a parsimonious brand avoidance scale. Partial least squares structural equation modelling is used to analyse the data through a systematic formative measurement approach

This paper finds brand avoidance to be a multidimensional, second-order construct with five first-order dimensions: moral avoidance, identity avoidance, deficit–value avoidance, experiential avoidance and advertising-related avoidance. The paper further validates this scale by testing with non-purchase intention and identifies its positive relationship with brand avoidance.

This study fulfils the calls in the literature to provide a measurable scale for studying negative brand phenomena in consumer–brand relationship research.