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.

Medical tourism is a relatively new segment that has spurred the attention of major health care leaders across the globe over the decade. The global medical tourism market has shown extensive growth whereby global medical tourism generated USD11.56 billion in 2020 which increased to USD13. 98 billion in 2021. The amount is projected to grow to USD53.51 billion in 2028. In Asia region, few countries are playing their roles as medical destinations such as Thailand and Singapore. However, Malaysia continues to lag far behind the neighbouring countries in terms of number of international visitors. Thus, the study aims to determine the drivers of medical tourism destination choice among international tourists. Purposive sampling technique was applied for the study. A total of 115 responses from 21 different countries were collected through Medical Tourism Agency Website and their overseas branch. Data were analysed using partial least squares method. It can be concluded that lower cost and tourist attraction have paramount importance as drivers in choosing Malaysia as medical tourism destination. The outcome of the study will contribute to the field of medical tourism particularly in the context of improvising the marketing strategies and strategic partnership.

Gender and age are considered important demographic factors that influence consumers’ behavioral intention, especially pertaining to video advertisements. However, limited research has examined the impact of gender and age on consumers’ sharing behavior of online video advertisements (OVAs) in Selangor, Malaysia. The aim of this paper is therefore to examine the role of gender and age in the intention to share OVAs in Selangor. Survey data was collected from 180 Millennial respondents in Selangor and analyzed using t-test and ANOVA to detect gender and age differences in the intention to share OVAs. The results indicated that gender and age have significantly distinct impacts on the intention to share OVAs among Millennials in Selangor. Male Millennials were found have a stronger intention to share OVAs compared to females, whereas Millennials in the 19 to 24 age bracket showed a stronger intention to share OVAs than those in the 25 to 30 and 31 to 38 age brackets. The study's practical implications, limitations, and future research directions are discussed.