EXCESSIVE AND REPETITIVE MARKETING ON SOCIAL MEDIA AND ITS IMPACT ON CONSUMER IRRITABILITY

With the increasing use of social media, companies have started to develop marketing strategies that could be present in the digital world. However, the volume of advertisements on digital platforms has been growing, which can negatively impact customer perception. In view of this, the objective of the research was to evaluate the influence of different factors on consumer irritability due to the excessive number of advertisements on social media. This is a quantitative and explanatory research. Data collection was conducted through online questionnaires distributed on social media, totaling a sample of 400 participants. Data analysis was carried out using partial least squares structural equation modeling (PLS-SEM) with the SmartPLS4 software. The results indicated that consumer irritability is influenced by several variables, with perceived intrusiveness and the perceived number of advertisements being the most influential. The practical implications suggest that social media managers should balance ad display, reduce intrusiveness, and improve personalization relevance while respecting user privacy. Based on the findings, it is concluded that the strategic management of social media advertisements should prioritize the user experience, aiming to minimize the irritability caused by ad overload through careful personalization and the limitation of intrusiveness, promoting a more balanced interaction between advertising and the consumer.