Published Paper Details:

As digital advertising becomes increasingly pervasive, a significant segment of consumers--known as ad-averse consumers--actively resist traditional marketing approaches, posing a growing challenge for brands. This study investigates the psychological traits, demographic patterns, and behavioural mechanisms behind ad avoidance and evaluates marketing strategies designed to effectively engage this resistant audience. Ad-averse individuals typically exhibit high privacy concerns, cognitive reactance, and emotional skepticism, leading to avoidance behaviours such as ignoring ads, using ad blockers, and rejecting overly personalized content. In response, marketers are shifting toward consumer-centric strategies, including permission-based marketing, native advertising, and storytelling-driven content, which prioritize value, relevance, and transparency. Influencer marketing--especially through credible micro-influencers--has proven effective due to its perceived authenticity and alignment with community values, while peer recommendations and electronic word-of-mouth further outperform traditional endorsements. Gamification and interactive formats, such as branded entertainment and AR/VR-enhanced ad experiences, have emerged as powerful tools to increase engagement by transforming passive ad exposure into playful, user-driven interaction. However, ethical concerns surrounding covert native advertising and data-driven personalization highlight the need for transparency and consumer control. Measuring effectiveness through both behavioural and attitudinal metrics, including KPIs and consumer feedback, ensures alignment with user expectations and enhances brand trust. Overall, this study concludes that successful marketing to ad-averse consumers depends on respectful, value-oriented communication that leverages authenticity, interactivity, and ethical responsibility to foster long-term engagement and brand loyalty in an increasingly skeptical digital environment.