Effect of in-stream ads on viewer’s attitude to purchase—The moderating role of viewer’s control
Bibliographic Data
| ID | 22189752 |
|---|---|
| Authors | Orangzab Orangzab (COMSATS University Islamabad), Muhammad Ismail (0000-0002-9437-9212, COMSATS University Islamabad), Minhas Akbar (0000-0002-6639-0553, INTI International University), Václav Zubr (0000-0002-4049-9999, University of Hradec Králové), Syed Muntazir Mehdi (0000-0002-9876-2219, COMSATS University Islamabad), Asokan Vasudevan (0000-0002-9866-4045, INTI International University), Huimin Fan (Shinawatra University) |
| Year | 2024 |
| Volume | 8 |
| Issue | 8 |
| Pages | 5401 |
| Publication date | 2024-08-28 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Infrastructure Policy and Development (JOURNAL) |
| Journal identifiers | ISSN: 2572-7923 • E-ISSN: 2572-7931 |
| Publisher | EnPress Publisher (PUBLISHER) |
| DOI | 10.24294/jipd.v8i8.5401 |
| OpenAlex | W4401964411 |
| Language | EN |
| References cited | 29 |
Research in the field of online advertising has focused on the effect of in-stream ads on viewers’ attitudes and intentions to purchase. However, little is known regarding the crucial role of viewer’s control in terms of the ‘skip ad option’ towards the attitude to purchase. This research aims to investigate the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control. Primary data was collected from respondents of Vehari district of Pakistan through a questionnaire based on 5 points Likert scale. 370 questionnaires were incorporated after excluding the questionnaires having missing values. Structural equation modelling was used through SmartPLS-3 software in testing the hypotheses. The findings reveal that, in-stream (emotional, informational, and entertaining) ads have positive impact on viewers’ attitudes, and viewers’ control moderates the relationship between in-stream ads and viewers’ attitudes towards the ads. Further, viewers’ attitude toward the ads has a significant positive impact on viewers’ intention to purchase. To the best of our knowledge this is one of the first studies that examines the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control in the context of a developing country, like Pakistan
Advertising · Business · Geography · Likert scale · Purchasing · Structural equation modeling · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Psychology · Social Psychology · Marketing
Structural Equation Modeling
How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory
Understanding ad avoidance on Facebook
Forced Exposure and Psychological Reactance
An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context
The influence of perceived ad relevance on social media advertising
The dimensionality and correlates of flow in human-computer interactions
Structural Equation Models with Unobservable Variables and Measurement Error
Estimation issues with PLS and CBSEM
Understanding Interactive Online Advertising
Choice and Ego-Depletion
PLS-Sem
The theory of planned behavior
CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting
The Elaboration Likelihood Model of Persuasion
Why Do People Avoid Advertising on the Internet
Attitude-behavior relations
Extraversion and Evaluation of Humorous Advertisements
Creative Strategies in Viral Advertising
Sympathy and Empathy
The Self- and Other-Interest Inventory
Measuring individual differences in empathy
The illusion of control
The Power of Feelings in Understanding Advertising Effects
The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement
| Highly cited | No |
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