Year: 2016
Type: article
Study design: Observational Study
Abstract: The purpose of this study is to investigate the factors that will influence young adults in the urban areas to share online video advertisement (OVA).In this study, the authors have shortlisted four important variables, namely extrinsic motivation, information sharing, pleasure seeking and social influence in affecting one's behavior towards sharing OVA.A total of 168 participated in this study.A multiple linear regression analysis was adopted to examine the relationship between the variables.Results indicated that all hypotheses were significant.This research provides an in depth insight about the factors contributing to sharing of OVA.Marketers could develop video ads that encourage consumers to share via their social network sites.Video ads shared by users are perceived to be less skeptical as compared to those shared by companies and it could achieve wider audience.
Institution: Taylor's University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $300
OpenAlex ID: W2338291598