In this short paper, we explore the effects of targeted advertising on social media (SM). Our main focus is on three key factors: information overload, perceived intrusiveness, and privacy concerns. The goal is to identify the mechanism of technostress development and the ways for individuals to manage the resulting technostress caused by targeted advertising on social media. To achieve this, we draw on technostress theory and coping theory, using qualitative methods to gain insights into people's perceptions and coping strategies. By doing so, we hope to contribute to the literature on advertising and information systems, and help individuals reduce technostress in both their work and personal use of social media when they encounter targeted advertising.


Paper Number 1770; Track Sustainability; Short Paper



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