Millennials are known for being smart customers and difficult to target by direct ads. They hate to be targeted by ads, especially the ones that come directly from the companies. Many of them are using adblockers or filters to get rid of these annoying ads. As the majority of them use Social media on a daily basis, companies and brands started using Social media influencers to make their ads more social, authentic, and believable to the audience, nevertheless, this type of customer is still so sensitive to what these SMIs are promoting or endorsing in their shared content.
This defensive type of character that millennials have directly affects their buying decision.
I found much research discussing Millennials' Customer behavior, but I haven't found any definition, explanation, or clarifications in regards to this exact behavior which is being defensive towards ads(Ad sensitivity).
I would appreciate any sort of help regarding this matter.
Thanks in advance.
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