2025-04-292025-04-292025-04-20https://ir.mica.ac.in//handle/123456789/10153Researchers from FLAME University in Pune and MICA, Ahmedabad collaborated on the paper “Why Don’t You Leave Me Alone? Measuring Irritation with Online Behavioral Advertising on Social Media Platforms.” The team included Khyati Jagani, Neha Yadav and Falguni Vasavada. “When consumers see social media ads that cause disturbance, frustration, or exhaustion, they tend to avoid all ads,” they noted. “This avoidance creates a major problem for advertisers.”enProf. Falguni VasavadaPresented Paper