Canonical correlation analysis of online video advertising viewing motivations and access characteristics

Lee, Joonghwa; Lee, Hyun-Min

doi:10.1177/1461444812444708

Cited by 13 publications

(11 citation statements)

References 33 publications

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“…Lin & Lu, 2011). As higher user control is granted in the online media environment (Leung, 2009), motivation leads people to actively seek and use media to achieve their specific objectives (J. Lee & Lee, 2012; C.…”

Section: Literature Reviewmentioning

confidence: 99%

A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media

Lee

Kim

Ham

2016

American Behavioral Scientist

Self Cite

151

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Despite the increasing popularity and advantage of native advertising on social media, advertisers are concerned about the possibility of native ads misleading consumers, resulting in boomerang effects. This study attempts to address this concern by comparing the predictive role of native ad nonintrusiveness with that of native ad manipulativeness in consumers’ attitude toward and sharing intention of native advertising. Findings from an online survey of 550 U.S. adult consumers showed that native ad nonintrusiveness was positively related to attitude toward and sharing intention of native advertising, whereas native ad manipulativeness was not. Consumers’ ad skepticism and persuasion knowledge were negatively related to attitude toward and sharing intention of native advertising; but persuasion knowledge became nonsignificant when native ad nonintrusiveness and manipulativeness were included in regression models. Additionally, those with stronger information-seeking motivation showed more positive attitudinal and behavioral responses. This study advances the knowledge of native advertising by examining the possibility of its being a double-edged sword. Theoretical and practical implications are discussed.

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Section: Literature Reviewmentioning

confidence: 99%

A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media

Lee

Kim

Ham

2016

American Behavioral Scientist

Self Cite

151

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“…Within the pursuit of more effective advertising forms, static display advertisements were further developed into interactive audio-visual advertisements, enabling the use of online video advertisements (Belanche, Flavian & Perez-Rueda, 2017). Lee and Lee (2012) distinguish between two types of online video advertisements: (1) independently uploaded online video advertisements with playback control functions and (2) online video advertisements embedded in other online video clips without playback control functions. This research will focus on the second type of online video advertisements, referred to as instream advertisements.…”

Section: Characteristics Of Social Media Advertisingmentioning

confidence: 99%

“…According to Lee and Lee (2012) "video is the fastest growing content on the internet" (p. 1359). This is confirmed by the strongly increasing expenditures on online video advertisement (Li & Lo, 2015).…”

Section: Characteristics Of Social Media Advertisingmentioning

confidence: 99%

“…Although online video advertisement targets similar sensory systems as traditional television advertising, it differs in its effectiveness due to aspects as the higher degree of attention demanded by the media environment (Li & Lo, 2015). Online video advertisements are considered as highly effective as they combine "the branding power of traditional broadcast advertising with the direct response power of the web" (Lee & Lee, 2012, p. 1359 which creates advertising content that is more compelling than other forms of online advertising.…”

Section: Characteristics Of Social Media Advertisingmentioning

confidence: 99%

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YouTube advertising: Exploring its effectiveness

Djafarova¹,

Kramer²

2019

mark. rev.

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Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature by compiling a set of measures to assess advertising effectiveness and identifying factors affecting it in the context of online video advertising. In order to identify relevant criteria and frameworks for evaluating advertising effectiveness in the context of YouTube video advertising, the characteristics of social media and online video advertising were analysed and the theoretical foundations of online advertising were established.

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“…Advertisements bring are highly influential in encouraging people to consume, affecting the buying behavior, the choosing of objects, as well as the choice of media and the means of purchase, simultaneously building the society's habit [3]. It is because advertisements also acts as a medium which meets the society's need of product information, brand recognition [4], social interaction media, relaxation, pasttime escapism [5] as well as a builder of social status and lifestyle [6].…”

Section: Introductionmentioning

confidence: 99%

The Persistence of Traditional Gender Roles in Online Shopping App Advertisement

Narendra

Habsari

Ardianto

2018

Proceedings of the 3rd International Conference on Creative Media, Design and Technology (REKA 2018)

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The form of advertisements of Indonesian online shopping apps changes from display products in 2014 to cultural value display in 2017-2018. This study aims to point out the persistence of traditional gender roles in Tokopedia, despite the changing form of the ads. This study used descriptive qualitative method with semiotics approach by Roland Barthes to find the message and myth about gender role in seven Tokopedia ads. The study shows that while the form of ads have turned into display of cultural values, the rules of gender roles used in the ads remain the same. Even though women in ads are portrayed with the freedom of choice, they remain constrained b y beauty myths and norms of society that keep them in second position as subdivision, passive, and consumptive, while men are superior, active, and productive. Although Tokopedia ads have begun to act as a field of business and turn shopping concept from passive consumptive to active productive, users must still shop first as a way to find self-identity, matching business, or ideals. It means the ads forever remains as it is, a public incentive tool to buy something for profit but not to contribute to changes in the norms of society, especially as feminism movement.

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Canonical correlation analysis of online video advertising viewing motivations and access characteristics

Cited by 13 publications

References 33 publications

A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media

A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media

YouTube advertising: Exploring its effectiveness

The Persistence of Traditional Gender Roles in Online Shopping App Advertisement

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