Factores que influyen en la evitación publicitaria de anuncios en redes sociales: análisis desde la percepción de usuarios y marcas que pauta en Tegucigalpa
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Date
2026-06-05
Journal Title
Journal ISSN
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Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El crecimiento del uso de las redes sociales como canal publicitario ha generado una exposición constante de los usuarios a contenidos promocionales, lo que ha propiciado la aparición de conductas de evitación frente a los anuncios digitales. En este contexto, la presente investigación se orienta a identificar los factores que influyen en la evitación publicitaria de anuncios en redes sociales en la ciudad de Tegucigalpa, considerando tanto el comportamiento de los usuarios como el entorno en el que las marcas desarrollan sus estrategias de pauta. Para el desarrollo del estudio se adoptó un enfoque mixto, que permitió integrar información cuantitativa y cualitativa mediante un diseño no experimental, descriptivo y de corte transversal. La recolección de datos se realizó a través de encuestas dirigidas a usuarios activos de redes sociales, complementadas con entrevistas a profundidad a representantes de marcas que pautan en plataformas digitales, lo que facilitó una comprensión amplia del fenómeno analizado. A partir del análisis de la información obtenida, se identifican diversos factores asociados a la evitación publicitaria, entre los que destacan la saturación de anuncios, la percepción de intrusividad, la escasa relevancia del contenido, la desconfianza hacia la publicidad y las preocupaciones relacionadas con la privacidad de los datos. Los resultados permiten aportar insumos relevantes para la toma de decisiones estratégicas en publicidad digital, orientadas a reducir la evitación publicitaria y a fortalecer la efectividad de la comunicación de las marcas en redes sociales dentro del contexto local.
The growth in the use of social media as an advertising channel has led to users' constant exposure to promotional content, which has fostered avoidance behaviors toward digital ads. In this context, this research aims to identify the factors that influence advertising avoidance of social media ads in the city of Tegucigalpa, considering both user behavior and the environment in which brands develop their advertising strategies. For the development of the study, a mixed-methods approach was adopted, allowing for the integration of quantitative and qualitative information through a non-experimental, descriptive, and cross-sectional design. Data collection was carried out through surveys directed at active social media users, complemented by in-depth interviews with representatives of brands that advertise on digital platforms, which facilitated a comprehensive understanding of the phenomenon analyzed. Based on the analysis of the information obtained, several factors associated with advertising avoidance were identified, including ad saturation, perceived intrusiveness, low relevance of content, distrust of advertising, and concerns related to data privacy. The results provide valuable input for strategic decision-making in digital advertising, aimed at reducing ad avoidance and strengthening the effectiveness of brand communication on social media within the local context.
The growth in the use of social media as an advertising channel has led to users' constant exposure to promotional content, which has fostered avoidance behaviors toward digital ads. In this context, this research aims to identify the factors that influence advertising avoidance of social media ads in the city of Tegucigalpa, considering both user behavior and the environment in which brands develop their advertising strategies. For the development of the study, a mixed-methods approach was adopted, allowing for the integration of quantitative and qualitative information through a non-experimental, descriptive, and cross-sectional design. Data collection was carried out through surveys directed at active social media users, complemented by in-depth interviews with representatives of brands that advertise on digital platforms, which facilitated a comprehensive understanding of the phenomenon analyzed. Based on the analysis of the information obtained, several factors associated with advertising avoidance were identified, including ad saturation, perceived intrusiveness, low relevance of content, distrust of advertising, and concerns related to data privacy. The results provide valuable input for strategic decision-making in digital advertising, aimed at reducing ad avoidance and strengthening the effectiveness of brand communication on social media within the local context.
Keywords
Evitación Publicitaria, Redes Sociales, Percepción de Usuarios