The Role of Instagram Advertising in Increasing Feelings of Boredom Among Iraqi Youth
A Field Study
DOI:
https://doi.org/10.33282/abaa.v18i72.1314Keywords:
Digital advertising, feelings of boredom, Instagram platform, psychological effects of advertising, frustrationAbstract
Objectives: This study aims to examine the role of Instagram advertisements in increasing feelings of boredom among Iraqi youth and to understand the nature of their psychological and behavioral responses to various forms of advertising content. The research seeks to identify and interpret the growing sense of boredom and aversion experienced by users as a result of continuous exposure to advertisements on Instagram, particularly in light of the increasing volume of advertising content and its integration into the daily interactive experiences of young users.
Methodology: The study falls within the scope of correlational and causal research and employed the survey method. Data were collected using an Advertising Boredom Scale administered to a sample of 759 Iraqi youths. The sample was selected using non-probability purposive and snowball sampling techniques due to the difficulty of defining the virtual study population, with a particular focus on users who are regularly exposed to advertisements.
Results: The findings revealed a high level of advertising-related boredom among Iraqi youth. The results indicated that 37.0% of respondents use Instagram primarily for social networking, while 26.1% use it for entertainment, making advertisements an interruptive element within the user experience. The study also found a strong aversion to advertisements that conflict with social values (88%) or exploit emotions (85.6%), as well as to advertisements characterized by poor quality and excessive repetition (80.3%).
Conclusion: The findings suggest that advertising boredom constitutes a widespread emotional response among Iraqi youth and is not significantly associated with age or gender differences. This reflects the growing influence of digital advertising on shaping users’ psychological and behavioral experiences within the contemporary communication environment.
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