Identifying factors influencing consumers not to skip TrueView advertising on YouTube
K Napontun, P Senachai - ABAC Journal, 2023 - assumptionjournal.au.edu
Identifying new factors driving customers to skip advertising has called into question the
applicability of attention advertising approaches in the digital environment. This study aims
to identify the factors that affect skipping advertising on YouTube, discussing the extent of
advertising avoidance behavior. The total sample consisted of 478 individuals with
experience watching TrueView advertising on YouTube; data were collected via an online
questionnaire. The validity and reliability of the results were tested using a set of statistical …
applicability of attention advertising approaches in the digital environment. This study aims
to identify the factors that affect skipping advertising on YouTube, discussing the extent of
advertising avoidance behavior. The total sample consisted of 478 individuals with
experience watching TrueView advertising on YouTube; data were collected via an online
questionnaire. The validity and reliability of the results were tested using a set of statistical …
[引用][C] Identifying factors influencing consumers not to skip trueview advertising on youtube. ABAC Journal, 43 (1), 85–102
K Napontun, P Senachai - 2023
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