Joonghwa Lee

Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action

This study employs the theory of reasoned action to explore factors influencing consumer intention to pass along online video advertisements. Structural equation modeling test results indicated that attitude toward passing along online video ads and subjective norm positively influenced intention. Among the six expected outcomes (pleasure, affection, inclusion, escape, relaxation, and control) identified via the Interpersonal Communication Motives (ICM) scale, only pleasure and escape had positive impacts on attitude. Finally, normative beliefs had positive influences on subjective norm. Implications regarding pass-along behaviors are discussed.

Factors Influencing the Intention to Watch Online Video Advertising

This study examines the factors influencing consumer intention to watch online video ads, by applying the theory of reasoned action. The attitude toward watching online video ads, the subjective norm, and prior frequency of watching online video ads positively influence the intention to watch online video ads. Further, beliefs held about entertainment and information outcomes from watching online video ads and subjective norm influence attitude toward watching these ads.

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

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.

Brand interactivity and its effects on the outcomes of advergame play

This study develops the concept of brand interactivity based on the characteristics and definitions of interactivity and applies it to advergames. Brand interactivity is significant in advertising research and practice because this concept extends the perspective of interactivity from media to brands. The results of an experiment indicate that consumers have more positive attitudes toward a brand and stronger purchase intentions when playing advergames with brand interactivity rather than without brand interactivity. As this study shows, the role of brand interactivity in advergames provides insights for advertising scholars and practitioners seeking ways to improve consumers’ experience with brands through interactive media.

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

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.

Norms in Social Media: The Application of Theory of Reasoned Action and Personal Norms in Predicting Interactions With Facebook Page Like Ads

ABSTRACT This study employs the theory of reasoned action and personal descriptive and injunctive norms to predict individuals’ intentions to interact with Page Like Ads on Facebook, which are a type of ad that individuals may “like,” “share,” or make a “comment” on. The survey findings from 631 respondents indicate that attitudes toward the behavior, subjective norms, and personal descriptive norms influenced behavioral intentions to interact with page Like Ads. In addition, this study found that subjective norms, personal descriptive norms, and personal injunctive norms were shaped by interpersonal influences (e.g., family). This study contributes to research on the theory of reasoned action and personal norms and provides practical implications for media practitioners, especially for advertisers and marketers.

Do you want me to watch this ad on social media?: The effects of norms on online video ad watching

Abstract This study examines the influences of norms on consumers’ intentions to watch online video ads on social media. The social norms approach and the theory of reasoned action (TRA) were adopted as theoretical frameworks. In addition, the effects of interpersonal and social influences on the three personal-level norms were examined as the antecedents of normative perceptions. To test the hypothesized model, an online survey was conducted with 313 undergraduate students. A confirmatory factor analysis was used to validate the measurement constructs of the model, and a structural equation modeling was used to identify the relationships among constructs in the model. Findings indicate that personal injunctive norms and subjective norms were positively related to consumers’ intention to watch online video ads. Interpersonal and social influences were positively related to three normative perceptions regarding online video ad watching. The findings of this study contribute to the research stream on social norms approach and TRA and provide practical implications for advertising and marketing practitioners.