RETRACTED: What determine advertisement avoidance? An multi-regression analysis of online video ads

Abstract

Online video industry is found to be the business area with the fastest growth in operating income, but few academic studies investigate audience avoidance of online video ads. In order to meet the practical needs and fill the theoretical gap, this study discussed the influence of ad-plot fit, personal involvement, advertising value and audience's advertisement avoidance on online video advertising. The study tried to find out how do ad-plot fit, personal involvement, ad value determine advertisement avoidance; and to what extent personal involvement mediate the relationships between ad-plot fit and ad value, and ad value mediate the relationships between personal involvement and advertisement avoidance. The results of this study will help to determine the key variables that affect the avoidance of online video advertisements, which has important management implications for online marketing.