Internal and External Factors Influencing Millennials’ Sharing Behaviour of Online Video Advertisements
Bibliographic Data
| ID | 21828809 |
|---|---|
| Authors | Nik Mohamad Shamim Nik Mohd Zainordin (0000-0002-4970-2148, Universiti Putra Malaysia), Norazlyn Kamal Basha (0000-0001-5942-0032, Universiti Putra Malaysia, corresponding author), Ho Jo Ann (Universiti Putra Malaysia), Ng Siew Imm (Universiti Putra Malaysia) |
| Year | 2021 |
| Volume | 18 |
| Issue | 1 |
| Pages | 23 |
| Publication date | 2021-12-31 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Asian Social Science (JOURNAL) |
| Journal identifiers | ISSN: 1911-2017 • E-ISSN: 1911-2025 |
| Publisher | Canadian Center of Science and Education (PUBLISHER) |
| DOI | 10.5539/ass.v18n1p23 |
| OpenAlex | W4205431940 |
| Language | EN |
| References cited | 27 |
This study aimed to uncover the internal and external factors driving Millennial consumers to engage in Online Video Advertisements (OVAs) sharing. Underpinned by the Theory of Planned Behaviour (TPB), the internal factors tested in this study were attitude, subjective norms, and perceived behavioural control. The external factors predicted to influence consumers’ intention and actual sharing behaviour of OVAs were company reputation, brand awareness, and celebrity endorsement were underpinned by Stimulus Organism Response Model (S-O-R). The study included perceived intrusiveness as a moderator between the aforementioned antecedents and the sharing behaviour of OVAs. A total of 220 Millennial respondents was collected in Selangor, Malaysia. Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis showed that attitude and subjective norms significantly predict consumers’ intention to share OVAs. In terms of external antecedents, only celebrity endorsements were found to positively influence the sharing intention of OVAs. The study also revealed that perceived intrusiveness negatively moderates the effects of attitude and social norms on the intention to share OVAs
Advertising · Business · Intrusiveness · Moderation · Reputation · Social media · Structural equation modeling · Theory of planned behavior · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour
The Theory of Planned Behavior
Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers
Forced Exposure and Psychological Reactance
Celebrity Endorsement
What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model
Behavioral Intention Formation in Knowledge Sharing
Understanding and Predicting Electronic Commerce Adoption
Understanding Interactive Online Advertising
Formative Versus Reflective Indicators in Organizational Measure Development
G*Power 3
When to use and how to report the results of PLS-SEM
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Presumed Influence on Peer Norms
The effect of coronavirus disease-19 (Covid-19) risk perception on behavioural intention towards ‘untact’ tourism in South Korea during the first wave of the pandemic (March 2020)
Moderation in Management Research
The influence of eWOM in social media on consumers’ purchase intentions
Negative Word-of-Mouth Communication Intention
To share or not to share
The determinants of consumer behavior towards email advertisement
Application of the Theory of Planned Behavior to green hotel choice
Principles and Practice of Structural Equation Modeling
The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness
Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
| Highly cited | No |
|---|