العوامل المؤثرة في تجنب المستهلك السعودي لإعلانات "فيسبوك" و علاقتها بالسمات الشخصية

الملخص EN

Factors Affecting Saudi Consumer's Avoidance of Facebook Advertising, and its Relationship to Personal Traits

The key objective of the present study was to examine how personality traits function to determine Saudi consumer' perceptions of Facebook ads and consequently ad avoidance.

The study focused on the personality traits that included in the Big Five model of personality, the perceptions that examined varied between what related to consumers; privacy concerns, and what related to the ads; perceived relevance, perceived intrusiveness.

The study adopted survey method, and conducted an online survey on a sample size of 384 participants from Eastern Province.

The results indicated that two personality traits (conscientiousness, openness to experience) have significant but opposite relationships with ad relevance, ad intrusiveness and privacy concern.

In addition, a negative correlate found between the trait of extraversion and each of: ad relevance and privacy concerns, while a positive correlate that found between neuroticism and ad relevance.

Perceived relevance decreased ad avoidance, whereas perceived intrusiveness and privacy concern increased ad avoidance confirming the significance of these three factors in explaining the phenomenon of Facebook ad avoidance.