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EMAC 2024 Annual


Don’t Distract Me When I’m Detoxing! The Effects of Social Media Detox on Attention to Instagram Ads
(A2024-119803)

Published: May 28, 2024

AUTHORS

Lennart Borgmann, University of Wuppertal; Julian Kopka, University of Wuppertal; Tobias Langner, University of Wuppertal

ABSTRACT

Smartphones and social media claim increasingly large parts of consumers’ daily time. In response, social media detox is on the rise, with consumers setting themselves time constraints or taking complete time-outs. Research into these new conditions is critical for advertisers to maintain ad effectiveness, but has remained insufficient thus far. 22 qualitative consumer interviews show that both time-constraint and time-out social media detoxes drastically reduce consumers’ willingness to engage with social media ads. A first mobile eye-tracking experiment (n = 50) revealed that time-outs decrease attention to ads, whereas time constraints had no impact on total gaze duration. A follow-up mobile eye-tracking experiment (n = 80) confirmed the results for time constraints. Thus, advertisers should avoid airing ads immediately after time-outs. Moreover, the information load of ads that are distributed just after a detox break should be adapted to viewing times below 1 second per encounter.