Which One is More Annoying? Comparing the Cognitive, Affective and Conative Effects of Button Ads and Pop-up Ads

Behavioral Intentions and Cognitive-Affective Effects of Exposure to YouTube Advertisements among College Students

“…The third important finding of this study is that respondents' engagement with YouTube advertising has a significant and positive impact on its cognitive, affective and behavioral responses. This result is different from Hong (2014) that found that online ads have some negative cognitive, affective and behavioral effects, and it reinforces Martín-Santana and Beerli-Palacio (2012) study that disclosed that exposure to online ads relate significantly and positively with cognitive, affective and behavioral effects of advertising, and it also agree with Zenetti, Bijmolt, Leeflang, and Klapper (2014) also found that exposure to search engine advertising has a positive effect on both advertising awareness (cognitive effect) and brand consumption (behavioral effect).…”

“…A considerable amount of research has examined the relationship between the exposure to online advertising and its effects (e.g., Asghar, Abbasi & Zafarullah, 2015;Duffett, 2017;Hong, 2014;Martín-Santana & Beerli-Palacio, 2012;Schivinski & Dabrowski, 2015;Zenetti, Bijmolt, Leeflang & Klapper, 2014). Martín-Santana and Beerli-Palacio (2012) disclosed that exposure to online ads relates significantly and positively with the cognitive, affective and behavioral effects of advertising.…”

“…On the other hand, Hong (2014) found that online ads have some negative cognitive, affective and behavioral impacts, and he disclosed a significant difference between button ads and pop-up ads in their cognitive, affective and behavioral influences. Hence, the relationship between exposure to YouTube advertising and the cognitive, affective, and behavioral effects of this exposure will be tested in the current research through the following three hypotheses: H3.…”