Factors Influencing the Intention to Watch Online Video Advertising

Lee, Joonghwa; Lee, Mi-Ra

doi:10.1089/cyber.2009.0305

Cited by 36 publications

(34 citation statements)

References 19 publications

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“…Advertisers make advertisement as entertaining as possible to increase effectiveness of their messages and to generate positive attitude of the audience towards advertisement (Shimp, 1981;MacKenzie & Lutz, 1989;Shavitt et.al., 1998). Lee and Lee (2011) find that among subjective variables both 'information' and 'entertainment' positively impact attitude towards online video advertisements whereas behavioral beliefs i.e. social interaction, escape, relaxation and passing time don't impact online video advertisements attitude.…”

Section: Review Of Literaturementioning

confidence: 81%

Impact of Online Video Advertisements on Purchase Behavior of Delhi-NCR Youth

Saxena¹,

Chaturvedi²,

Rakesh³

et al. 2018

Review of Professional Management- A Journal of New Delhi Institute of Management

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The present study aims to investigate the effectiveness of online video advertisements on purchase intentions of Delhi-NCR youth. It develops a model that measures advertisement value and attitude towards online advertisement on purchase intentions. A survey was conducted among graduate/postgraduate students of engineering and management between March to October, 2017. Confirmatory factor analysis was done for measuring the validity of measurement model followed by SEM analysis and a post-hoc SEM analysis. The study examines and develops a model for measuring impact of attitudinal factors on attitude and purchase intention in case of online video advertisements which provides further scope of research. The post-hoc analysis confirmed that all constructs of advertisement value model given by Ducoffe is not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe model although in post-hoc modeling it significantly impacts attitude towards online video advertisements. Information and entertainment constructs have significant impacts on the advertisement value and attitude towards online advertisement.

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Section: Review Of Literaturementioning

confidence: 81%

Impact of Online Video Advertisements on Purchase Behavior of Delhi-NCR Youth

Saxena¹,

Chaturvedi²,

Rakesh³

et al. 2018

Review of Professional Management- A Journal of New Delhi Institute of Management

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show abstract

“…The Unlike the forced exposure of consumers to traditional TV and radio advertisements where people lack control over presentation of the message, people can choose to view the online video ads with video playback controls when they want and also control the presentation of video ads. According to Lee & Lee, (2011), viewing of video ads requires active participation by viewers which is triggered by factors such as intention to perform the behaviour, attitude towards performing a behaviour, subjective norm and past behaviour. The content and presentation of video in job advertisement can have negative results.…”

Section: Videos In Job Advertisementsmentioning

confidence: 99%

Benefits of videos in job advertisments for potential candidates

Sander¹,

Sloka²,

Puke³

et al. 2019

Economic Science for Rural Development

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This paper investigates the use of videos in job advertisements. This is very important for companies to differentiate their job advertisement from other companies and to attract potential candidates to apply.Organizations need new opportunities to attract individuals to join their organisation. The member of the organization influences the value of the organization. That means organizations are interested to have the most suiTable member to be successful and to have a competitive advantage with the new member. Trends of online video watching prove video to be the most preferred way of content consumption. The paper identifies the values of videos in job advertisement for employment seeking individuals. The research asked up to 319 individuals about the usefulness of videos in job advertisements and benefit for potential candidates with the content of videos in job advertisement. The advantage of videos is the content and to provide additional information. The authenticity of the videos provides a realistic job preview. The result of the paper is that job advertisements with videos are more beneficial for potential candidates. The results support companies to optimize their job advertisements.

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“…Active consumers are both active message seekers and message recipients (Pavlou and Stewart, 2000). At the pre-exposure stage, consumers actively decide whether they will visit a certain website and click on certain OVAs or not, making the experience voluntary rather than forced (Lee and Lee, 2011). Cho (1999) explains that voluntary exposures to ads such as visiting websites and clicking video clips may result in increased attention to the contents and stimulate the cognitive learning process.…”

Section: Literature Reviewmentioning

confidence: 99%

“…With OVAs, consumers are active audiences in that they control what they watch and how long they watch by visiting websites, clicking on OVAs, and controlling the exposure length with playback functions (Lee and Lee, 2011). However, although consumer activity is required for watching OVAs, there are different degrees of access to them.…”

Section: Literature Reviewmentioning

confidence: 99%

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

Lee

2012

New Media & Society

Self Cite

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This study investigates consumers' motivations for watching online video ads and the relationship between the motivations and access characteristics of viewers. Uses and gratifications and characteristics of consumers' exposure to online video ads were reviewed for this study. First, findings of exploratory factor analysis revealed five different motivations for viewing online video ads -social interaction, relaxation, information, escapism-pass time, and entertainment. Second, canonical correlation analysis revealed that the desire to fulfill viewing motivations is positively correlated with frequencies to actively access websites and frequencies to visit different types of websites. Implications and future research are discussed.

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Factors Influencing the Intention to Watch Online Video Advertising

Cited by 36 publications

References 19 publications

Impact of Online Video Advertisements on Purchase Behavior of Delhi-NCR Youth

Impact of Online Video Advertisements on Purchase Behavior of Delhi-NCR Youth

Benefits of videos in job advertisments for potential candidates

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

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