Yasir Karim, Rohaizat Baharun
Users of social media avoid visiting the sites related to social networking to behold ads. They probably go for browsing a site or searching a certain item of information. As a result, the content of advertisement is likely to be avoided. In this article, the impact of controversial perception of social media ads will examine with moderating function of ethical judgment of social media on intent to avoid ads, will be highlighted through an experimentation conducted online. This study will indicate probable features which can reverse the customers’ perceptions towards controversial ads avoidance on the environment of social media. With the help of data of more than 100 social media users in Pakistan, a conceptual research model of social media ads avoidance will test by means of structural equation modelling. The findings of this study will show that controversial perceptions of social media ads relation with social media ads avoidance behavior of consumers, but, this relation is moderated by personal reasons like ethical judgment.