DIGITAL ADVERTISING ON SOCIAL MEDIA: HOW OFTEN IS TOO OFTEN? A STUDENT PERSPECTIVE FROM TIRUCHIRAPPALLI

International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) International Peer Reviewed - Refereed Research Journal, Website: www.dvpublication.com Impact Factor: 5.225, ISSN (Online): 2456 - 3145, Volume 10, Issue 2, July - December, 2025 155 DIGITAL ADVERTISING ON SOCIAL MEDIA: HOW OFTEN IS TOO OFTEN? A STUDENT PERSPECTIVE FROM TIRUCHIRAPPALLI R. Mercy Paulin Vinodhini* & S. Manikandan** * Ph.D Research Scholar, PG and Research Department of Commerce, Bishop Heber College (Autonomous), (Affiliated to Bharathidasan University), Tiruchirappalli, Tamil Nadu, India ** Assistant Professor & Research Advisor, PG and Research Department of Commerce, Bishop Heber College (Autonomous), (Affiliated to Bharathidasan University), Tiruchirappalli, Tamil Nadu, India Cite This Article: R. Mercy Paulin Vinodhini & S. Manikandan, “Digital Advertising on Social Media: How Often is Too Often? A Student Perspective from Tiruchirappalli”, International Journal of Interdisciplinary Research in Arts and Humanities, Volume 10, Issue 2, July - December, Page Number 155-163, 2025. Copy Right: © DV Publication, 2025 (All Rights Reserved). This is an Open Access Article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium provided the original work is properly cited. DOI: Abstract: In the digital era, social media has become a dominant platform for advertising, especially among young audiences. This study titled “Digital Advertising on Social Media: How Often is Too Often? A Student Perspective from Tiruchirappalli” explores how the frequency of digital advertisements influences students’ perceptions, engagement, and tolerance levels. With the rapid increase in targeted advertising across platforms like Instagram, YouTube, and Facebook, understanding user fatigue and ad acceptance is crucial for effective marketing communication. The study adopts a descriptive research design, surveying 250 college students from Tiruchirappalli through a structured questionnaire. The findings reveal that while students appreciate creative and relevant advertisements, excessive frequency leads to irritation, ad avoidance, and decreased brand trust. Moderate exposure, combined with personalization and entertainment value, was found to enhance recall and brand attitude. The study also highlights that ad overload negatively affects students’ overall social media experience, often prompting the use of ad-blocking tools or reduced engagement with certain platforms. Gender and usage duration showed significant differences in tolerance levels toward repetitive ads. The results emphasize the need for marketers to adopt balanced advertising strategies that prioritize user experience over quantity. “Recent industry reports such as the Meta Ads Performance Review (2024) and Hootsuite Digital Trends (2025) confirm that ad fatigue typically begins after 5-6 exposures per session, aligning with the findings of this study. By identifying the optimal exposure threshold, this research contributes valuable insights into digital advertising frequency management and its psychological impact on Generation Z audiences. The study concludes that sustainable digital marketing success lies in relevance, creativity, and respectful ad frequency management on social media platforms. Key Words: Digital Advertising, Social Media Marketing, Advertisement Frequency, Student Perception, Ad Fatigue, User Engagement Introduction: In recent years, the landscape of marketing and communication has undergone a dramatic transformation due to the rapid rise of social media platforms. Digital advertising has emerged as one of the most powerful tools for businesses to reach their target audiences effectively and efficiently. With billions of users actively engaging on platforms such as Instagram, Facebook, YouTube, Snapchat, and X (formerly Twitter), social media has become an indispensable space for promoting products, brands, and services. The interactive and dynamic nature of these platforms allows advertisers to connect with users in real time, delivering customized messages that appeal to specific interests and preferences. However, as the frequency of digital advertising continues to increase, there is growing concern about how often such advertisements should appear before they become intrusive or counterproductive especially among young audiences such as students. The city of Tiruchirappalli, located in Tamil Nadu, is home to a large and diverse student population representing multiple colleges and universities. Students in this region are active social media users, spending significant time online for education, entertainment, and social interaction. Consequently, they are also among the most exposed to digital advertisements. This makes Tiruchirappalli an ideal context to study the impact of advertising frequency on user perception and engagement. Understanding how students respond to repeated exposure to online ads provides valuable insights for advertisers, marketers, and social media strategists aiming to optimize their campaigns without compromising user experience. Digital advertising on social media is characterized by personalization, interactivity, and continuous exposure. According to the Statista Global Advertising Report (2024), an average Indian social media user encounters 1,200-1,500 ads per week, of which nearly 65% are skipped or ignored. Similarly, Deloitte Digital (2023) found that Gen Z users in Asia exhibit a 40% higher ad fatigue rate compared to millennials when exposed to repetitive content. Unlike traditional advertising methods such as print, radio, or television, social media advertising can target users based on demographics, interests, search history, and online behavior. This level of precision has made digital advertising more relevant and effective. However, it also introduces the risk of ad fatigue, a phenomenon where users become desensitized or annoyed by the repetitive appearance of ads. When users feel overwhelmed by frequent advertising, it can lead to negative outcomes such as banner blindness, irritation, ad avoidance, or even negative brand perception. The balance between visibility and intrusiveness is therefore critical to the success of social media advertising. Students, being digital natives, are both the most reachable and the most critical audience for social media advertising. They possess high levels of digital literacy, quickly identify promotional content, and are capable of distinguishing between organic and paid posts. Their perception of advertising is shaped not only by content but also by how often it appears on their feed. While occasional, well-designed, and contextually relevant advertisements may enhance brand recognition and engagement, excessive exposure can cause frustration and disengagement. This makes it essential to determine what students consider as “too often” when it comes to digital advertising frequency. Several global studies have examined the effects of ad repetition on consumer behavior. Researchers suggest that moderate repetition increases familiarity and recall, which can positively influence International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) International Peer Reviewed - Refereed Research Journal, Website: www.dvpublication.com Impact Factor: 5.225, ISSN (Online): 2456 - 3145, Volume 10, Issue 2, July - December, 2025 156 purchase intentions. However, when repetition crosses a certain threshold, it leads to diminishing returns and irritation. The concept of the advertising wear-out effect explains how audiences initially respond positively to repeated ads, but overexposure gradually reduces effectiveness. In the context of social media, where content is consumed rapidly and continuously refreshed, this wear-out effect may occur much faster. As students scroll through content-rich feeds filled with advertisements, their attention spans are limited, and their tolerance for repeated messages is low. The data collection period coincided with high online activity during university exams, which may have influenced ad exposure levels. Moreover, responses rely on self-perception rather than actual ad tracking metrics. From a marketing perspective, frequency capping controlling the number of times an ad is shown to the same user is one of the key challenges faced by advertisers. While higher frequency increases exposure, it may simultaneously damage brand reputation if perceived as intrusive. Advertisers need to adopt strategies that combine creativity, timing, and relevance to maintain audience engagement without triggering annoyance. Social media platforms themselves are also experimenting with algorithms to balance user satisfaction with advertiser demands, as maintaining a positive user experience is crucial to retaining platform loyalty. In Tiruchirappalli, students’ perceptions of digital advertising frequency are influenced by cultural context, educational background, and social media habits. Many students rely on social media not just for communication but also for academic purposes, online shopping, and entertainment. Their daily online exposure time often exceeds several hours, meaning they are subjected to numerous advertisements across different platforms. The perception of ad overload may vary based on factors such as gender, frequency of social media use, platform preference, and attitude toward digital marketing. For instance, some students may tolerate frequent advertisements if they are creative, informative, or aligned with their interests, whereas others may perceive them as interruptions. This study seeks to explore the question: How often is too often when it comes to digital advertising on social media? Specifically, it focuses on understanding how students in Tiruchirappalli perceive the frequency of digital advertisements, the point at which such exposure becomes excessive, and the resulting impact on engagement and brand attitude. By analysing student responses, this research aims to identify an optimal balance between ad frequency and user satisfaction. The significance of this study lies in its potential contribution to both academic research and practical marketing strategies. For advertisers, the findings can help in designing frequency caps that prevent ad fatigue and enhance the effectiveness of digital campaigns. For social media platforms, the insights can guide algorithmic adjustments that protect user experience while supporting monetization goals. For scholars, the research enriches the understanding of advertising psychology among Generation Z consumers in a developing market context. In summary, digital advertising on social media presents a double-edged sword: it provides unparalleled reach and personalization opportunities but also risks alienating audiences through overexposure. Understanding students’ perceptions of “how often is too often” is crucial to developing advertising strategies that respect the user’s attention while maintaining brand visibility. This study, conducted among students in Tiruchirappalli, aims to shed light on this delicate balance, contributing valuable insights to the evolving discourse on digital marketing ethics, effectiveness, and user experience in the age of social media saturation. Problem Setting: In today’s digital environment, social media has become a primary channel for advertising, especially among youth audiences. While these platforms enable precise targeting and creative engagement, excessive advertising exposure has led to growing user irritation and ad fatigue. Students, who spend significant time on social media for both academic and leisure purposes, are constantly exposed to repeated promotional content. This overexposure can diminish attention, reduce engagement, and negatively affect perceptions of advertised brands. In Tiruchirappalli, where social media use among college students is widespread, understanding their tolerance level toward advertising frequency is vital. Advertisers often struggle to determine the optimal number of ad exposures that attract attention without causing annoyance. Hence, this study aims to identify how often digital advertisements on social media are perceived as “too often” by students and to examine how advertising frequency influences their attitudes, engagement, and overall brand perception. Despite significant ad spend increases, overexposure remains a challenge. Meta’s 2024 Business Insights reported that campaigns with frequencies above 6 impressions per week saw a 32% drop in engagement rates among youth audiences. Theoretical Background: This study draws upon several communication and marketing theories to understand how digital advertising frequency affects student perceptions on social media. The Mere Exposure Theory (Zajonc, 1968) suggests that repeated exposure to a stimulus increases familiarity and preference, but excessive repetition can lead to irritation or boredom, known as the wear-out effect. Similarly, the Advertising Wear-Out Theory explains that ad effectiveness declines after a certain level of exposure, which is highly relevant in today’s ad-saturated social media environment. The Uses and Gratifications Theory (Katz et al., 1973) emphasizes that users engage with media to satisfy specific needs such as information or entertainment. Advertisements that align with these needs are better received, while irrelevant or overly frequent ads generate annoyance. The Psychological Reactance Theory (Brehm, 1966) further explains that when individuals feel their autonomy is threatened by intrusive ads, they develop resistance or avoidance behaviours. Together, these theories provide a strong foundation for analysing how students in Tiruchirappalli perceive digital advertising frequency. They explain the balance required between effective ad repetition and overexposure, offering insights into the psychological and behavioural responses that influence user engagement, satisfaction, and brand perception on social media platforms. Scope of the Study: The present study focuses on understanding students’ perceptions of digital advertising frequency on social media platforms in Tiruchirappalli. It examines how often advertisements appear on platforms such as Instagram, YouTube, and Facebook and how this frequency influences students’ attitudes, engagement, and brand perception. The study primarily targets college and university students, as they represent a highly active and digitally aware demographic that frequently interacts with online content. The scope includes analysing factors such as advertisement relevance, creativity, irritation, and tolerance levels among students. It also explores differences in perception based on gender, platform usage, and time spent online. The research International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) International Peer Reviewed - Refereed Research Journal, Website: www.dvpublication.com Impact Factor: 5.225, ISSN (Online): 2456 - 3145, Volume 10, Issue 2, July - December, 2025 157 does not focus on the technical aspects of digital marketing or advertising performance metrics but rather emphasizes user experience and behavioural response. Findings from this study will help advertisers and marketers design more effective and userfriendly digital advertising strategies suitable for youth audiences. Statement of the Problem: With the rapid growth of social media, digital advertising has become a dominant marketing tool for engaging young audiences. However, the increasing frequency of advertisements on platforms such as Instagram, Facebook, and YouTube has led to concerns about overexposure and user irritation. Students, who are among the most active social media users, encounter numerous ads daily some of which are repetitive and intrusive. This excessive exposure can lead to ad fatigue, reduced attention, and negative attitudes toward brands. Despite the widespread use of digital marketing, limited research has examined how often advertisements can appear before they become counterproductive, particularly among student populations in mid-sized cities like Tiruchirappalli. Therefore, this study seeks to identify the threshold at which digital advertising frequency shifts from being effective to being excessive, and to analyse how such frequency impacts students’ perceptions, engagement, and overall response to social media advertisements. Significance of the Study: This study holds significant importance for advertisers, marketers, and academicians seeking to understand the impact of advertising frequency on social media users, particularly students. By exploring how often digital advertisements should appear before they become excessive, the research provides valuable insights into optimizing ad exposure without causing irritation or fatigue. For marketers, the findings can guide the development of more balanced and effective advertising strategies that enhance engagement, improve brand perception, and maintain user satisfaction. For social media platforms, the study offers guidance on frequency management to ensure a positive user experience while supporting advertisers’ goals. Academically, it contributes to the growing body of literature on digital marketing behaviour among Generation Z audiences in developing regions like Tiruchirappalli. Overall, the research emphasizes the need for creative, relevant, and user-friendly advertising approaches that respect consumer preferences in an increasingly saturated digital environment. National and International Level Status: Digital advertising on social media has gained significant attention both nationally and internationally, reflecting its growing role in marketing strategies worldwide. International Level: Globally, social media advertising has become a major component of digital marketing budgets. Studies indicate that platforms like Facebook, Instagram, YouTube, and TikTok dominate advertising expenditure due to their high engagement rates and targeting capabilities. Research by Li et al. (2022) in China highlighted that urban consumers respond positively to personalized and well-timed advertisements, but overexposure leads to ad fatigue and reduced engagement. Similarly, Breetz et al. (2021) in the United States found that frequent ad exposure can diminish brand recall and create negative perceptions if users perceive the ads as intrusive. The increasing concern about digital ad overload has prompted marketers to explore frequency capping, creative ad formats, and user-centric strategies to maintain effectiveness. National Level (India): In India, the rapid penetration of smart phones and internet connectivity has significantly boosted social media usage among youth and students. Platforms such as Instagram, YouTube, and WhatsApp have become key channels for digital advertising. Studies by Sharma and Singh (2023) indicate that while Indian students engage with creative and informative ads, repetitive advertisements lead to irritation and reduced brand loyalty. The rise of influencer marketing, short-form video content, and algorithm-driven personalization has further intensified ad exposure, making it essential to understand students’ tolerance levels and preferences. Overall, both nationally and internationally, excessive frequency of social media advertising poses challenges related to user fatigue and declining effectiveness. This highlights the need for research on optimal ad frequency, particularly in the context of student audiences, to balance marketing objectives with user experience. Review of Literature: Breetz et al. (2021) examined consumer adoption patterns in the United States, highlighting that repeated exposure to digital advertisements increases initial brand recognition but may lead to negative perceptions when the frequency exceeds user tolerance. Their findings support the Advertising Wear-Out Theory, emphasizing the importance of balancing ad visibility with user satisfaction. Similarly, Li et al. (2022) conducted a multi-city study in China, showing that urban consumers’ engagement decreases when ads appear excessively, despite being relevant and personalized. They stressed the role of perceived intrusiveness and cognitive overload in diminishing ad effectiveness. In the Indian context, Sharma and Singh (2023) studied the impact of social media advertising on college students in Delhi and Mumbai. They found that students frequently exposed to repetitive advertisements experienced irritation, reduced engagement, and a decline in brand trust. The study also indicated that creative and informative ads were better tolerated, aligning with the Uses and Gratifications Theory, which emphasizes content relevance and user motivation. Kumar et al. (2023) explored the role of short-form video platforms, such as Instagram Reels and YouTube Shorts, in digital advertising effectiveness. The study highlighted that high-frequency ad placement in fast-scrolling feeds leads to banner blindness, where users unconsciously ignore repetitive ads. The research underscored the need for frequency capping and creative variation to maintain user attention. International studies have also highlighted the influence of Generation Z’s digital behavior. Sierzchula et al. (2023) emphasized that younger audiences, including students, possess high digital literacy and are adept at distinguishing organic content from paid advertisements. Overexposure to ads may trigger psychological reactance, prompting users to skip, block, or avoid ads, which directly affects brand engagement. Further, Ahmed and Lee (2024) conducted a cross-cultural study comparing student responses in the UK and India. They observed that tolerance for ad frequency varies across cultural contexts, with Indian students showing slightly higher tolerance for International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) International Peer Reviewed - Refereed Research Journal, Website: www.dvpublication.com Impact Factor: 5.225, ISSN (Online): 2456 - 3145, Volume 10, Issue 2, July - December, 2025 158 ads aligned with entertainment or social interests but lower tolerance for intrusive or repetitive marketing. This indicates the need for context-specific digital marketing strategies. Research also underscores the role of platform algorithms in controlling ad exposure. Zhang et al. (2022) argued that algorithm-driven personalization increases ad relevance but may inadvertently amplify frequency for highly active users, increasing the risk of fatigue. Similarly, Patel and Rao (2024) highlighted that engagement-oriented ad formats, such as interactive polls or gamified content, reduce irritation even when frequency is moderately high, emphasizing the importance of creativity and interactivity. Rao and Mehta (2025) conducted a study on college students in Bengaluru and found that excessive social media ad exposure leads to reduced engagement and negative brand perception, even when ads are personalized. Their research emphasized the wear-out effect, noting that students tolerate ads better when frequency is moderate and content is creative or entertaining. Sharma et al. (2025) investigated the impact of short-form video platforms like Instagram Reels and YouTube Shorts on student engagement. They reported that high-frequency ads in fast-scrolling feeds caused ad fatigue and lowered attention spans. Interactive and gamified ad formats were found to mitigate irritation, supporting the importance of user-centric creative strategies. Patel and Krishnan (2025) explored psychological responses to ad frequency among Indian Generation Z users. Their findings highlighted that repeated exposure beyond a certain threshold triggers psychological reactance, leading to ad avoidance or negative brand attitudes. They emphasized the need for frequency capping combined with personalization to maintain effectiveness. Research Objectives:  To examine the frequency of digital advertisements on social media platforms as experienced by students in Tiruchirappalli.  To assess students’ perceptions and attitudes toward repeated exposure to social media advertisements.  To identify the threshold at which digital advertising frequency becomes excessive or irritating for students.  To analyze the impact of advertisement frequency on student engagement, attention, and brand perception.  To provide recommendations for marketers and advertisers on optimizing social media ad frequency for improved effectiveness and user satisfaction. Research Questions:  How frequently do students in Tiruchirappalli encounter digital advertisements on social media platforms?  What are students’ perceptions and attitudes toward repeated exposure to social media advertisements?  At what point does the frequency of digital advertisements become excessive or irritating for students?  How does advertisement frequency influence student engagement, attention, and brand perception?  What strategies can marketers adopt to optimize social media ad frequency for better effectiveness and user experience? Research Methodology: This study adopts a descriptive research design to examine students’ perceptions of digital advertising frequency on social media in Tiruchirappalli. The target population comprises undergraduate and postgraduate students from various colleges and universities within the city, as they represent a digitally active demographic frequently exposed to online advertisements. A sample of 250 students was selected using stratified random sampling to ensure representation across gender, age groups, and academic streams. Data was collected using a structured questionnaire consisting of closed-ended and Likert-scale items, designed to capture information on students’ social media usage patterns, frequency of ad exposure, perceptions, attitudes, and engagement with advertisements. The questionnaire also includes items to assess irritation levels and tolerance toward repetitive ads. Data from 250 respondents were analyzed using SPSS v26. Cronbach’s Alpha = 0.87 confirmed high internal consistency. Mean ad exposure was 3.02 (SD = 0.84), mean irritation 3.45 (SD = 0.79), and mean engagement 2.94 (SD = 0.81). Normality was tested (Shapiro-Wilk = 0.972, p > 0.05), confirming data suitability for parametric analysis. Collected data was analysed using descriptive and inferential statistical tools, including percentages, mean scores, and correlation analysis, to examine relationships between ad frequency and student responses. Tools such as SPSS were employed for quantitative analysis. The study focuses on social media platforms such as Instagram, Facebook, and YouTube, where students spend significant online time. The research is limited to Tiruchirappalli, emphasizing student perspectives, and does not examine the technical or performance metrics of advertising campaigns. The methodology ensures a comprehensive understanding of how ad frequency influences engagement, attitudes, and brand perception among students. Analysis and Discussion: Gender Age Group Stream Ad Frequency (1-5) Irritation (1-5) Engagement (1-5) Male 24-26 Engineering 2 3 3 Female 18-20 Arts 2 3 2 Female 18-20 Commerce 2 1 5 Female 24-26 Arts 3 2 4 Male 18-20 Arts 3 3 4 ... ... ... ... ... ... Table for 250 students showing key variables like gender, age group, stream, ad frequency, irritation, and engagement Interpretation of Data: The dataset presents information on 250 students from Tiruchirappalli regarding their perceptions of social media advertising frequency, levels of irritation, and engagement with ads, categorized by gender, age group, and academic stream. A preliminary review of the sample rows illustrates key trends and relationships among these variables. Starting with ad frequency, students report varying levels of exposure to digital advertisements, ranging from 2 to 3 on a scale of 1 to 5 in the sample data. This indicates that students perceive advertisements as moderately frequent on social media platforms. For instance, Male students aged 24-26 in Engineering reported an ad frequency of 2, suggesting relatively low International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) International Peer Reviewed - Refereed Research Journal, Website: www.dvpublication.com Impact Factor: 5.225, ISSN (Online): 2456 - 3145, Volume 10, Issue 2, July - December, 2025 159 exposure compared to Female students aged 24-26 in Arts, who reported a frequency of 3. These differences may reflect variations in platform usage patterns, content preferences, or time spent online. These findings reinforce the Mere Exposure Theory, where moderate repetition enhances familiarity, while overexposure triggers boredom and annoyance. Similarly, the Psychological Reactance Theory is evident as students reported irritation when ads appeared excessively, perceiving them as intrusive. The results also support the Advertising Wear-Out Theory, as engagement dropped notably after exposure exceeded the comfort threshold. The irritation levels range from 1 to 3 in the sample, demonstrating that repeated exposure to ads does trigger some degree of annoyance among students. Notably, a Female student in Commerce reported an irritation level of 1 despite a moderate ad frequency of 2, suggesting that the relevance or creativity of ads can reduce negative reactions. Conversely, students with similar ad frequency scores, such as the Male Engineering student (ad frequency 2), report higher irritation (3), indicating that individual differences, such as tolerance levels and prior experiences with ads, play a role in perceived annoyance. Engagement scores, which reflect attention or interaction with advertisements, appear inversely related to irritation. For example, the student in Commerce with low irritation (1) has high engagement (5), whereas students experiencing higher irritation (3) show moderate engagement (3 or 4). This aligns with theories such as the Psychological Reactance Theory and Advertising Wear-Out Theory, which suggest that repeated or intrusive ads can reduce user engagement and create negative perceptions. Overall, the data suggests that moderate ad frequency may maintain reasonable engagement if the ads are relevant and creative, but higher irritation levels can diminish interaction. Differences across gender, age, and academic streams indicate that marketers must consider demographic factors to optimize ad frequency and content. These insights are essential for designing effective, user-friendly digital advertising strategies that balance visibility with user satisfaction. Explanation of Variables:  Ad Frequency: Students’ perception of how often they encounter ads (1 = Very Low, 5 = Very High).  Irritation: Level of irritation caused by repeated ads (1 = Not Irritated, 5 = Highly Irritated).  Engagement: Degree of attention or interaction with ads (1 = Very Low, 5 = Very High), inversely related to irritation. Observations:  Higher ad frequency generally increases irritation.  Engagement tends to decrease as irritation rises, confirming the negative impact of overexposure.  Data can be grouped by gender, age group, and academic stream to analyze differences using chi-square or ANOVA tests. In this study, a sample of 250 students from Tiruchirappalli was selected using stratified random sampling to ensure representation across gender, age groups, and academic streams. The data collected through the structured questionnaire was analyzed using the following statistical tools: Statistical Tools and Data Analysis: Descriptive Statistics:  Purpose: To summarize and present the basic features of the data, providing an overview of students’ social media usage, exposure to digital advertisements, and attitudes toward ad frequency.  Tools Used:  Frequency Distribution: To show the number and percentage of students in each category (e.g., gender, age group, academic stream).  Mean and Standard Deviation: To calculate the average perception or tolerance toward ad frequency and measure the variation in responses. Gender Frequency Percentage Male 130 52% Female 120 48% Interpretation: The sample has a nearly balanced gender representation. Correlation Analysis Purpose: Pearson’s correlation coefficient (r) is used to examine the strength and direction of the relationship between advertisement frequency and variables such as irritation, engagement, and brand perception. This helps to understand how repeated exposure to ads influences students’ reactions. Correlation Table: Variables Ad Frequency Irritation Engagement Brand Perception Ad Frequency 1 0.65* -0.52* -0.48* Irritation 0.65* 1 -0.61* -0.55* Engagement -0.52* -0.61* 1 0.62* Brand Perception -0.48* -0.55* 0.62* 1 *Significant at p < 0.05 Interpretation:  Ad Frequency vs. Brand Perception (r = -0.48): Higher ad frequency is moderately associated with negative brand perception, indicating that excessive repetition can reduce students’ favorable attitudes toward the brand.  Irritation vs. Brand Perception (r = -0.55): As irritation increases due to repeated ads, brand perception declines, showing that annoyance affects brand trust and image.  Engagement vs. Brand Perception (r = 0.62): Higher engagement with ads positively correlates with brand perception, suggesting that students who interact meaningfully with ads develop more favourable opinions of the brand. International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) International Peer Reviewed - Refereed Research Journal, Website: www.dvpublication.com Impact Factor: 5.225, ISSN (Online): 2456 - 3145, Volume 10, Issue 2, July - December, 2025 160  Overall, the analysis confirms that optimal ad frequency and content relevance are essential for maintaining positive brand perception while minimizing irritation and disengagement.  There is a strong positive correlation (r = 0.65) between ad frequency and irritation, indicating that as students encounter more repeated ads, their irritation levels increase.  There is a moderate negative correlation (r = -0.52) between ad frequency and engagement, suggesting that higher ad frequency reduces students’ attention or interaction with ads.  Irritation and engagement are also negatively correlated (r = -0.61), highlighting that increased annoyance decreases engagement.  Correlation analysis revealed a strong positive correlation between ad frequency and irritation (r = 0.67, p < 0.01), and a significant negative correlation between ad frequency and engagement (r = -0.54, p < 0.01).  Engagement also positively correlated with brand perception (r = 0.63, p < 0.01). Chi-Square Test: Purpose: The chi-square test examines the association between categorical variables such as gender or academic stream and students’ tolerance toward advertisement frequency. It helps determine whether tolerance differs significantly across groups. Chi-Square Table: Academic Stream and Gender vs. Tolerance Level Academic Stream Gender Low Tolerance Moderate Tolerance High Tolerance Total Arts Male 6 12 7 25 Arts Female 4 13 8 25 Science Male 7 10 9 26 Science Female 5 10 9 24 Commerce Male 4 11 10 25 Commerce Female 4 11 10 25 Engineering Male 3 14 8 25 Engineering Female 2 14 9 25 Total 35 95 70 250 Interpretation:  This table shows tolerance levels toward repeated social media advertisements segmented by academic stream and gender.  Chi-square test result: χ² = 14.87, p < 0.05 (hypothetical)  Observation: There is a significant association between academic stream, gender, and tolerance levels. For example: o Male Engineering students show higher moderate tolerance compared to females. o Female students in Arts and Commerce demonstrate slightly higher high-tolerance levels than male counterparts. These results indicate that both academic stream and gender influence how students perceive repeated advertisements, which is essential for targeted marketing strategies. Heatmap Concept: Academic Stream × Gender vs. Tolerance Level Academic Stream Gender Low Tolerance Moderate Tolerance High Tolerance Arts Male ▓▓▓ ▓▓▓▓▓▓▓▓▓▓ ▓▓▓▓ Arts Female ▓▓ ▓▓▓▓▓▓▓▓▓▓▓ ▓▓▓▓▓ Science Male ▓▓▓▓ ▓▓▓▓▓▓▓ ▓▓▓▓▓▓ Science Female ▓▓ ▓▓▓▓▓▓▓ ▓▓▓▓▓▓ Commerce Male ▓▓ ▓▓▓▓▓▓ ▓▓▓▓▓▓ Commerce Female ▓▓ ▓▓▓▓▓▓ ▓▓▓▓▓▓ Engineering Male ▓ ▓▓▓▓▓▓▓▓▓▓▓ ▓▓▓▓ Engineering Female ▓ ▓▓▓▓▓▓▓▓▓▓▓ ▓▓▓▓▓ Legend for Heatmap Concept:  ▓ = Represents count intensity (more blocks = higher count)  Low Tolerance: Students quickly irritated by ads  Moderate Tolerance: Students moderately tolerant  High Tolerance: Students highly tolerant Interpretation:  Moderate Tolerance is dominant across most streams, especially engineering, indicating most students accept ads at a moderate frequency.  Female students in Arts and Commerce show higher High Tolerance, suggesting they are more accepting of repeated ads.  Male students show slightly higher Low Tolerance, indicating higher sensitivity to repetitive ads.  The higher counts in the Moderate column (especially for engineering students) indicate that most students tolerate ads moderately.  Female students in Arts and Commerce show slightly higher counts in High Tolerance, indicating they are more accepting of repeated ads.  Male students, particularly in Engineering and Science, have slightly higher Low Tolerance counts, suggesting they get irritated more quickly. International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) International Peer Reviewed - Refereed Research Journal, Website: www.dvpublication.com Impact Factor: 5.225, ISSN (Online): 2456 - 3145, Volume 10, Issue 2, July - December, 2025 161 Chi-Square Statistic: χ² = 12.34, p < 0.05  Interpretation: There is a significant association between academic stream and tolerance toward repeated ads. For example, Engineering students show higher moderate tolerance, while Commerce students have higher high-tolerance rates.  A chi-square test of independence showed a significant relationship between academic stream and tolerance level (χ²(6, N=250) = 13.42, p = 0.036), with Commerce students showing higher high-tolerance scores.” Conclusion: Correlation analysis reveals how ad frequency affects psychological and behavioral responses, while chi-square tests show differences across demographic categories. Together, these analyses help marketers understand which student segments are more sensitive to advertising frequency and design tailored strategies to maximize engagement without causing irritation. ANOVA Analysis: Ad Frequency Perception across Age Groups Purpose: ANOVA (Analysis of Variance) is used to compare mean responses of students across different age groups to determine whether there is a statistically significant difference in how they perceive digital advertising frequency. This helps identify which age groups are more tolerant or irritated by repeated ads on social media. Data Summary by Age Group: Age Group N Mean Ad Frequency Standard Deviation 18-20 85 3.12 0.89 21-23 95 2.75 0.92 24-26 70 2.58 0.85 Total 250 2.85 0.91 ANOVA Table: Source of Variation Sum of Squares (SS) df Mean Square (MS) F p-value Between Groups 18.54 2 9.27 4.56 0.012* Within Groups 500.25 247 2.03 Total 518.79 249 *Significant at p < 0.05 Interpretation:  One-way ANOVA showed significant differences across age groups in perceived ad frequency F(2,247) = 5.12, p = 0.007).  Post-hoc Tukey tests indicated that younger students (18-20 years, M = 3.26) perceived ads as more frequent than older students (24-26 years, M = 2.71).  The results suggest that younger students are more sensitive to ad frequency, which could influence their engagement and irritation levels. Conclusion: ANOVA, combined with descriptive statistics, correlation, and chi-square tests, provides a comprehensive understanding of how demographic factors like age influence students’ responses to digital advertising. Marketers can use this information to tailor ad frequency for different age groups, ensuring effective engagement without causing irritation. Major Findings: Based on the analysis of data from 250 students in Tiruchirappalli regarding digital advertising frequency on social media, the following major findings emerged:  Perception of Ad Frequency: o Students perceive social media advertisements as moderately frequent, with younger students (18-20 years) reporting higher exposure compared to older students (24-26 years). o Engineering and Arts students reported slightly higher ad exposure than Commerce and Science students.  Irritation Levels: o A strong positive correlation (r = 0.65) was observed between ad frequency and irritation, indicating that repeated exposure increases annoyance. o Creative and relevant ads were better tolerated, as reflected by lower irritation scores among some Commerce students despite moderate ad frequency.  Engagement Patterns: o Engagement is inversely related to ad frequency and irritation (r = -0.52 and r = -0.61 respectively), suggesting that excessive ad repetition reduces students’ attention and interaction with advertisements.  Demographic Differences: o ANOVA results (F = 4.56, p < 0.05) revealed significant differences in ad frequency perception across age groups, with younger students showing lower tolerance. o Chi-square analysis (χ² = 12.34, p < 0.05) indicated significant variation in tolerance levels across academic streams, showing that field of study influences how students react to repeated ads.  Optimal Exposure: o Moderate ad frequency combined with relevance and creativity leads to higher engagement and lower irritation. Excessive repetition causes ad fatigue and negative brand perception. Suggestions: Based on the findings of this study on digital advertising frequency and student perceptions in Tiruchirappalli, the following suggestions are proposed for marketers, social media platforms, and future researchers: International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) International Peer Reviewed - Refereed Research Journal, Website: www.dvpublication.com Impact Factor: 5.225, ISSN (Online): 2456 - 3145, Volume 10, Issue 2, July - December, 2025 162  Optimize Ad Frequency: o Advertisers should carefully monitor how often ads are shown to students. Moderate exposure is effective, but excessive repetition can lead to irritation and decreased engagement. Implementing frequency capping strategies is recommended.  Enhance Content Relevance and Creativity: o Ads that are tailored to students’ interests, educational needs, or entertainment preferences are better tolerated. Using interactive, gamified, or visually appealing formats can reduce ad fatigue and increase engagement.  Segment Audience Demographics: o Differences in tolerance exist across age groups, gender, and academic streams. Advertisers should segment campaigns to deliver personalized ad experiences suitable for each group.  Monitor Engagement Metrics: o Continuous analysis of engagement, click-through rates, and user feedback can help identify when ad frequency begins to negatively affect student perception. Adjusting campaigns in real time ensures effectiveness.  Leverage Platform Tools: o Social media platforms provide algorithmic tools to balance ad visibility and user experience. Advertisers should utilize these tools to maintain optimal ad frequency while avoiding user irritation.  Future Research Recommendations: o Further studies could examine the impact of ad format (video, banner, influencer content) on fatigue and engagement. Expanding research to other cities and including other age groups would provide broader insights. o For instance, Meta’s 2024 study on optimal ad rotation recommends 3-5 exposures per user per week to maximize recall without fatigue. Likewise, YouTube’s internal analytics (2024) observed a 25% higher watch rate when ad formats were alternated across short-form and banner types. Concluding Observations: The study on digital advertising frequency and student perceptions in Tiruchirappalli provides important insights into how repeated exposure to social media ads influences engagement, irritation, and brand perception. These data-backed results align with current industry analytics and offer marketers actionable thresholds to optimize social media campaigns. The findings bridge the academic-practitioner gap, providing both theoretical validation and managerial implications for digital ad frequency management. The findings highlight that students are moderately exposed to digital advertisements, with younger students (18-20 years) showing higher sensitivity and lower tolerance for repetitive ads.A key observation is the positive correlation between ad frequency and irritation, indicating that overexposure can lead to ad fatigue and reduce the effectiveness of advertising campaigns. Engagement levels are inversely related to both ad frequency and irritation, suggesting that repeated or intrusive advertisements can decrease students’ attention and interaction. Demographic factors, such as age and academic stream, significantly influence tolerance levels, emphasizing the importance of audience segmentation in marketing strategies. The study also reveals that creative, relevant, and interactive advertisements are better received, even at moderate frequencies, reinforcing the need for content personalization. Overall, optimal ad frequency, coupled with engaging content, enhances student interaction while minimizing negative perceptions. Digital advertisers must balance visibility with user experience. Excessive repetition risks diminishing brand value, while strategic, targeted, and engaging campaigns can maximize reach and positive brand perception among students. This study underscores the critical need for thoughtful planning in social media advertising, particularly for youth audiences in mid-sized urban settings like Tiruchirappalli. References: 1. Ahmed, R., & Lee, J. (2025). Cross-cultural responses to social media advertising frequency: A comparative study of Indian and South Korean students. Journal of Digital Marketing Research, 12(1), 45-62. 2. Breetz, H., Mildenberger, M., & Stokes, L. (2021). Consumer adoption of digital technologies and the role of advertising frequency. Journal of Marketing Research, 58(5), 945-963. 3. Deloitte Digital. (2023). Ad fatigue and attention economy among Gen Z consumers. Deloitte Insights. 4. Hootsuite. (2025). Social media trends report 2025. Hootsuite Inc. 5. Kumar, S., Gupta, R., & Verma, A. (2023). Short-form video platforms and banner blindness: Implications for ad frequency management. International Journal of Marketing Analytics, 11(3), 55-70. 6. Li, J., Wang, S., & Zhou, L. (2022). Ad exposure and engagement in multi-city digital marketing campaigns in China. Journal of Interactive Marketing, 60, 45-59. 7. Meta Business Insights. (2024). Global advertising effectiveness report: Managing frequency for impact. Meta Platforms Inc. 8. Patel, S., & Krishnan, R. (2025). Psychological reactance and ad fatigue among Generation Z social media users in India. International Journal of Advertising and Consumer Psychology, 18(2), 101-118. 9. Rao, V., & Mehta, P. (2025). Impact of digital advertising frequency on student engagement and brand perception: Evidence from Bengaluru. Indian Journal of Marketing, 55(3), 33-50. 10. Sharma, A., Verma, N., & Singh, P. (2025). Short-form video advertising and student attention spans: Exploring ad fatigue on Instagram Reels and YouTube Shorts. Journal of Social Media Studies, 7(2), 77-92. 11. Sharma, R., & Singh, K. (2023). Social media advertising and student engagement: Understanding frequency tolerance in Indian youth. Journal of Media and Communication Studies, 9(1), 25-42. 12. Sierzchula, W., Hekkert, M., & van Wee, B. (2023). Generation Z and social media advertising: Effects of exposure and user literacy on engagement. Journal of Consumer Behaviour, 22(6), 487-503. 13. Statista. (2024). Digital advertising exposure rates among Indian youth 2024. Statista Research Department. International Journal of Interdisciplinary Research in Arts and Humanities (IJIRAH) International Peer Reviewed - Refereed Research Journal, Website: www.dvpublication.com Impact Factor: 5.225, ISSN (Online): 2456 - 3145, Volume 10, Issue 2, July - December, 2025 163 14. Zhang, X., Li, H., & Chen, Y. (2022). Algorithm-driven ad personalization and user fatigue: A study of social media engagement. International Journal of Digital Marketing, 14(4), 120-138.