Social media advertising reactance model: a theoretical review

Purpose Research on social media advertising reactance (SMAR) is in the early stages. This paper intends to present a full picture of SMAR studies, introduce a comprehensive theoretical model (the social media advertising reactance model, SMARM) and provide insights into research and practice. Design/methodology/approach This review adopts the concept-driven systematic review approach, identifying 92 articles from four primary academic databases...