Triggers of engagement and avoidance: Applying approach-avoid theory

ABSTRACTThis study applies Approach–Avoidance Theory to investigate the constructs of advertising engagement and advertising avoidance on Facebook. Using the Critical Incident Technique, it identifies a typology of the seven antecedents of both engagement and avoidance. The results propose a continuum that describes consumer interaction, from active engagement to passive engagement and passive avoidance to active avoidance at the other end. While this paper provides an important test of Approach–Avoid Theory, it also assists practitioners to conduct engagement audits to minimize avoidance and maximize consumer engagement with advertising on SNSs.