Investigating the relationship between consumer socialization approach and advertising avoidance perception with the mediation of social media platform advertising attitude in Digikala customers.

Consumers are increasingly overwhelmed by the amount of online marketing they encounter and, as with offline media, use multiple tools to avoid such messages. Social media affects almost every aspect of people's lives, allowing users to connect with like-minded people and provide information of interest to them. The purpose of this research is to investigate the relationship between the consumer's socialization approach and the perception of advertising avoidance with the mediation of attitude towards social media platform advertisements in Digikala customers. Descriptive-survey research method and in terms of practical purpose and non-random sampling method is available in this research, which was collected from 385 customers of DigiKala. The research tool was a standard questionnaire that was finalized after modification and opinion of experts and university professors. Statistical processing of the data was done at the descriptive level with SPSS software and at the inferential level using structural equations and SmartPLS3 software. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential testing of the hypotheses showed that there is a relationship between the attitude towards social media platform advertisements and the avoidance of social media platform advertisements, and between the sensitivity to peer influence, the use of social media platforms and the sensitivity to social media influence. There is a relationship between attitudes towards social media platform advertising. There is a relationship between susceptibility to peer influence, social media platform use, and susceptibility to social media influence with avoidance of social media platform advertisements mediated by attitude toward social media platform advertisements.Keywords: sensitivity to peer influence, social media platform use, sensitivity to social media influence, avoidance of social media platform advertising, attitude towards social media platform advertising