The Effectiveness of Digital Advertising Repetition in Building Advertising Memory: An Analytical Study of Consumer Sentiment in Light of Advertising Wear-out
DOI:
https://doi.org/10.31185/wjfh.Vol22.Iss2.1830Keywords:
Advertising Repetition, Advertising Memory, Consumer Sentiment, Advertising Wear-out,Abstract
This study investigates the impact of digital advertising repetition via social media on consumer memory and emotional responses, specifically exploring the phenomenon of "Digital Immunity." Using a descriptive-analytical approach, the research surveyed 100 Iraqi social media users and performed sentiment analysis on three advertising models: folk, emotional, and technical. Findings, analyzed via Spearman’s Correlation Coefficient, reveal a significant positive correlation between repetition and Brand Recall, confirming its role as a cognitive anchor. However, no statistical correlation was found between frequency and consumer annoyance, brand trust, or qualitative sentiment. This indicates that modern consumers process repetitive ads as raw information rather than persuasive emotional drivers. The study concludes that the effectiveness of repetition has shifted from a persuasive instrument to a mere cognitive trigger. It recommends that advertisers transition from quantitative frequency to qualitative creative variation to effectively bridge the gap between memory and active consumer engagement.
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المصادر العربية
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Copyright (c) 2026 : Murtadh salal , Hamza Khaled Mutshar
This work is licensed under a Creative Commons Attribution 4.0 International License.
