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CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS

Yıl 2022, , 363 - 378, 28.10.2022

F. Görgün Deveci , Tuğba Yıldız

https://doi.org/10.30794/pausbed.1094618
Cited By: 1

Öz

This study aims to determine online in-video advertising watching motivations and the effect of these motivations on attitude towards the online in-video advertising and perceived ad intrusiveness. Also, the effect of these two variables on ad-click and ad-avoidance are examined. In this study, an online survey method was used. The research sample consisted of 391 consumers, who are aged 18 and older, in Turkey. Structural equation modeling was preferred as the data analysis method. According to the research findings, while the entertainment dimension has a positive effect on the attitude towards the online in-video advertising and ad-click, it has a negative effect on perceived ad intrusiveness. Information dimension has a positive effect on the attitude towards the online in-video advertising and ad-click. Perceived ad intrusiveness has a negative effect on the attitude towards the online in-video advertising. It has a positive effect on cognitive and behavioral ad-avoidance. But has no effect on ad-click. Attitude towards the online in-video advertising has a positive effect on ad-click but has no effect on cognitive and behavioral ad-avoidance.

Anahtar Kelimeler

: In-video Advertising Online Video Advertising Motivations Attitude towards the Online In-Video Advertising Perceived Ad Intrusiveness Ad-Click Ad-Avoidance.

Kaynakça

  • Agrawal, M., Singh, C. and Thakur, K. S. (2020). “Demographic Dividend: Skill Development Evidence in India”, SSRN Electronic Journal, 1-13.
  • Bellman, S., Schweda, A. and Varan, D. (2010). “The Residual Impact of Avoided Television Advertising”, Journal of Advertising, 39/1, 67-82.
  • Blanco, C. F., Blasco, M. G. and Azorín, I. I. (2010). “Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages”, Communications of the IBIMA, 1-11.
  • Brechman, J., Bellman, S., Robinson, J. A., Rask, A. and Varan, D. (2016). “Limited-Interruption Advertising in Digital-Video Content: An Analysis Compares the Effects Of “Midroll” Versus “Preroll” Spots and Clutter Advertising”, Journal of Advertising Research, 56/3, 289-298.
  • Carlitz, A. (2020). The Impact of Video Advertising Placement and Video Advertising Transparency on Video Advertising Avoidance: Pre-Rolls, Mid-Rolls, and Psychological Reactance (Doctoral Dissertation). Ohio University.
  • Chang, S. J., Van Witteloostuijn, A. and Eden, L. (2010). “From The Editors: Common Method Variance in International Business Research”, Journal of International Business Studies, 41, 178–184.
  • Chang, H. H., Rizal, H. and Amin, H. (2013). “The Determinants of Consumer Behavior Towards Email Advertisement”, Internet Research, 23/3, 316-337.
  • Chatterjee, P. (2008). “Are unclicked ads wasted? Enduring effects of banner and pop-up ad exposures on brand memory and attitudes”, Journal of Electronic Commerce Research, 9/1, 51–61.
  • Chaudhuri, P. (2020). “Influence of Digital Marketing Channels on The Consumer Buying Process”, Journal of Emerging Technologies and Innovative Research (JETIR), 7/8, 96-105.
  • Chinchanachokchai, S. and de Gregorio, F. (2020). A consumer socialization approach to understanding advertising avoidance on social media. Journal of Business Research, 110, 474-483.
  • Cho, C. H. and Cheon, H. J. (2004). “Why Do People Avoid Advertising on The Internet?”, Journal of Advertising, 33/4, 89-97.
  • Currás‐Pérez, R., Ruiz‐Mafé, C. and Sanz‐Blas, S. (2013). “Social Network Loyalty: Evaluating the Role of Attitude, Perceived Risk and Satisfaction”, Online Information Review, 37/1, 61-82.
  • Djafarova, E. and Kramer, K. (2020). “Is YouTube Advertising Effective: Context of Travel Industry?”, Athens Journal of Tourism, 7/2, 117-132.
  • Dodoo, N. A. and Wen, J. (2020). “Weakening The Avoidance Bug: The Impact of Personality Traits in Ad Avoidance on Social Networking Sites”, Journal of Marketing Communications, 1-24.
  • Duff, B. R. L. and Faber, R. J. (2011). “Missing The Mark: Advertising Avoidance and Distractor Devaluation”, Journal of Advertising, 40/2, 51-62.
  • Edwards, S. M., Li, H. and Lee, J-H. (2002). “Forced Exposure and Psychological Reactance: Antecedents and Consequences of The Perceived Intrusiveness of Pop-Up Ads”, Journal of Advertising, 31/3, 83-95
  • Fabrigar, L. R., Wegener, D. T., MacCallum, R. C. and Strahan, E. J. (1999). “Evaluating The Use of Exploratory Factor Analysis in Psychological Research”, Psychological Methods, 4/3, 272-299.
  • Fornell, C. and Larcker, D. F. (1981). “Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18/1, 39-50.
  • Gauzente, C. (2010). “The Intention to Click on Sponsored Ads-A Study of The Role of Prior Knowledge and of Consumer Profile”, Journal of Retailing and Consumer Services, 17/6, 457-463.
  • Gharibshah, Z., Zhu, X., Hainline, A. and Conway, M. (2020). “Deep Learning for User Interest and Response Prediction in Online Display Advertising”, Data Science and Engineering, 5/1, 12-26.
  • Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis 7th Edition. Prentice Hall, Upper Saddle River, NJ.
  • Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E. (2014). Multivariate Data Analysis: Pearson New International Edition, Pearson Education Limited, London.
  • Interactive Advertising Bureau (2020). https://www.iab.com/wp-content/uploads/2020/05/FY19-IAB-Internet-Ad-Revenue-Report_Final.pdf (accessed 09.01.2021). Iacovleva, N. (2019). Digital Video Advertising as A Communication Tool on Facebook (Master dissertation). Università Ca’Foscari Venezia.
  • Kim, E., Choi, S. M., Kim, S. and Yeh, Y. H. (2013). “Factors Affecting Advertising Avoidance on Online Video Sites”, The Journal of Advertising and Promotion Research, 2/1, 87-121.
  • Kim, S. (2015). Effects of Ad-Video Similarity, Ad Location, And User Control Option on Ad Avoidance and Advertiser-Intended Outcomes of Online Video Ads (Doctoral dissertation). University of Minnesota.
  • Kim, J. K. and Seo, S. H. (2017). “An Exploration of Advertising Avoidance by Audiences Across Media”, International Journal of Contents, 13/1, 76-85.
  • Kim, G. and Moon, I. (2020). “Online Banner Advertising Scheduling for Advertising Effectiveness”, Computers & Industrial Engineering, 140, 1-12.
  • Krishnan, S. S. and Sitaraman, R. K. (2013). “Understanding the effectiveness of video ads: A measurement study”, In Proceedings of the 2013 Conference on Internet Measurement, Barcelona, Spain, 23-25 October 2013.
  • Lee, J. and Lee, M. (2011). “Factors Influencing the Intention to Watch Online Video Advertising”, Cyberpsychology, Behavior, and Social Networking, 14/10, 619-624.
  • Lee, J. and Lee, H. (2012). “Canonical Correlation Analysis of Online Video Advertising Viewing Motivations and Access Characteristics”, New Media & Society, 14/8, 1358-1374.
  • Lee, E. B., Lee, S. G. and Yang, C. G. (2017). “The Influences of Advertising Attitude and Brand Attitude on Purchase Intention of Smartphone Advertising”, Industrial Management & Data Systems, 117/6, 1011-1036.
  • Li, H., Edwards, S. M. and Lee, J-H. (2002). “Measuring Intrusiveness of Advertisings: Scale Development and Validation”, Journal of Advertising, 3/2, 37-47.
  • Li, H. and Lo, H. Y. (2015). “Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisings”, Journal of Advertising, 44/3, 208-218.
  • Liu, L. and Chen, H. (2019). “Balancing Impressiveness and Favorability: A Qualitative Study on An Emerging Type of Advertising in China”, Global Media and China, 4/4, 477-492.
  • Liu, L., Zhu. J., Li, K. and Lv, H. (2019). “Research on the difference of user avoidance behavior of multi-device video advertisement”, In 2019 International Joint Conference on Information, Media and Engineering, Osaka, Japan, 17-19 December 2019.
  • Ljubojević, M., Vasković, V. and Starčević, D. (2013). “The Analysis of The Users’ Response to The Linear Internet Video Advertising by Using Qoe Methods”, Journal of Universal Computer Science, 19/12, 1736-1760.
  • Logan, K. (2013). “And Now a Word from Our Sponsor: Do Consumers Perceive Advertising on Traditional Television and Online Streaming Video Differently?”, Journal of Marketing Communications, 19/4, 258-276.
  • Luna-Nevarez, C. and Torres, I. M. (2015). “Consumer Attitudes toward Social Network Advertising”, Journal of Current Issues & Research in Advertising, 36/1, 1-19.
  • Malhotra, N., Nunan, D. and Birks, D. (2017). Marketing Research: An Applied Approach, Pearson Education Limited, London.
  • Mao, E. and Zhang, J. (2015). “What drives consumers to click on social media ads? The roles of content, media, and individual factors”, In 2015 48th Hawaii International Conference on System Sciences, Hawaii, 5-8 January 2015.
  • Mei, T., Hua, X, S., Yang., L. and Li, S. (2007). “Videosense: Towards Effective Online Video Advertising”, In Proceedings of the 15th ACM International Conference on Multimedia, Bavaria, Germany, 23-29 September 2007.
  • Mei, T., Guo, J., Hua, X.S. and Liu, F. (2010). “Ad on: Toward Contextual Overlay In-Video Advertising”, Multimedia Systems, 16, 335-344.
  • Mir, I. A. (2012). “Consumer Attitudinal Insights About Social Media Advertising: A South Asian Perspective”, The Romanian Economic Journal, 15/45, 265-288.
  • Mir, I. (2015). “Effects of Beliefs and Concerns on User Attitudes toward Online Social Network Advertising and Their Ad Clicking Behavior”, The Journal of Internet Banking and Commerce, 20/2,1-25.
  • Mir, I. A. (2017). “Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective”, Zagreb International Review of Economics & Business, 20/1, 19-47.
  • Morimoto, M. and Chang, S. (2006). “Consumers’ Attitudes toward Unsolicited Commercial E-Mail and Postal Direct Mail Marketing Methods: Intrusiveness, Perceived Loss of Control, and Irritation”, Journal of Interactive Advertising, 7/1, 1-11.
  • Noguti, V. and Waller, D. S. (2020). “Motivations to Use Social Media: Effects on The Perceived Informativeness, Entertainment, and Intrusiveness of Paid Mobile Advertising”, Journal of Marketing Management, 1-29.
  • Ogbanufe, O. and Kim, D. J. (2018). ““Just How Risky Is It Anyway?” The Role of Risk Perception and Trust on Click-Through Intention”, Information Systems Management, 35/3, 182-200.
  • Pashkevich, M., Dorai-Raj, S., Kellar, M. and Zigmond, D. (2012). “Empowering Online Advertisings by Empowering Viewers with The Right to Choose: The Relative Effectiveness of Skippable Video Advertisings on YouTube”. Journal of Advertising Research, 52/4, 451-457.
  • Park, L. and Han, S. (2018). “The Effectiveness of The Process of Mobile Video Advertising-Focused on The Perceived Intrusiveness and Attitude toward Advertising”, International Journal of Pure and Applied Mathematics, 120/6, 5245-5262.
  • Rejón-Guardia, F. and Martínez-López, F. J. (2014). “Online Advertising Intrusiveness and Customers’ Avoidance Behaviors”, In Martinez-Lopez, F.J. (Ed.), Handbook of Strategic E-Business Management, Springer, New York.
  • Speck, P. S. and Elliott, M. T. (1997). “Predictors of Advertising Avoidance in Print and Broadcast Media”, Journal of Advertising, 26/3, 61-76.
  • Subburaj, A., Sriram, V. and Mehrolia, S. (2020). “Effects of Supply Chain Integration on Firm’s Performance: A Study on Micro, Small and Medium Enterprises in India”, Uncertain Supply Chain Management, 8/1, 231-240.
  • Truong, Y. and Simmons, G. (2010). “Perceived Intrusiveness in Digital Advertising: Strategic Marketing Implications”, Journal of Strategic Marketing, 18/3, 239-256.
  • Wang, T. Oh, L.B. and Wang, K. (2009). “Antecedents and Consequences of Mobile Advertising Intrusiveness”, In The 9th International Conference on Electronic Business, Macau, China, 30 November-4 December 2009.
  • Wang, Y. and Sun, S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review,19/4 333-344.
  • Wang. Y. (2020). Creative Mid-Roll Advertising or In-Video Overlay Advertising? The Effects of Two Emerging Ad Types in Chinese TV Series (Doctoral Dissertation). Concordia University.
  • Yang, K. C., Yang, C., Huang, C. H., Shih, P. H. and Yang, S. Y. (2014). “Consumer Attitudes toward Online Video Advertising: An Empirical Study on YouTube as Platform” In 2014 IEEE International Conference on Industrial Engineering and Engineering Management, Malaysia, 9-12 December 2014.
  • Yang, K. (2020). Online Behavioral Advertising: Why and How Online Customers Respond to It?: An Experimental Study into The Effects of Personalized Levels, Rewards on Click-Through Intentions towards Ads Between Chinese and Dutch (Master Dissertation). University of Twente.
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REKLAMI TIKLA YA DA ATLA: TÜKETİCİLERİN ÇEVRİMİÇİ VİDEO İÇİ REKLAMLARI İZLEME DAVRANIŞLARI ÜZERİNE BİR ARAŞTIRMA

Yıl 2022, , 363 - 378, 28.10.2022

F. Görgün Deveci , Tuğba Yıldız

https://doi.org/10.30794/pausbed.1094618
Cited By: 1

Öz

Bu çalışma, çevrimiçi video içi reklam izleme motivasyonları ve bu motivasyonların çevrimiçi video içi reklama yönelik tutum ve algılanan reklam müdahaleciliğine etkisini belirlemeyi amaçlamaktadır. Ayrıca, bu iki değişkenin reklamı tıklama ve reklamı atlama üzerindeki etkisi incelenmiştir. Çalışmada çevrimiçi anket yöntemi kullanılmıştır. Araştırmanın örneklemini Türkiye’de yaşayan 18 yaş ve üzeri 391 tüketici oluşturmuştur. Veri analiz yöntemi olarak yapısal eşitlik modellemesi tercih edilmiştir. Araştırma bulgularına göre, eğlence boyutu video içi reklamlara yönelik tutum ve reklamı tıklama üzerinde pozitif etkiye sahipken; algılanan reklam müdahaleciliği üzerinde negatif etkiye sahiptir. Bilgi boyutu video içi reklamlara yönelik tutum ve reklamı tıklama üzerinde pozitif etkiye sahiptir. Algılanan reklam müdahaleciliği, çevrimiçi video içi reklama yönelik tutum üzerinde negatif etkiye sahiptir. Bilişsel ve davranışsal açıdan reklamı atlama üzerinde pozitif etkiye sahiptir. Ancak reklamı tıklama üzerinde etkisi bulunmamaktadır. Çevrimiçi video içi reklamlara yönelik tutum, reklamı tıklama üzerinde pozitif etkiye sahip, ancak bilişsel ve davranışsal açıdan reklamı atlama üzerinde etkili değildir.

Anahtar Kelimeler

Video İçi Reklamcılık Çevrimiçi Video Reklam Motivasyonları Çevrimiçi Video İçi Reklama Yönelik Tutum Algılanan Reklam Müdahaleciliği Reklamı Tıklama Reklamı Atlama

Kaynakça

  • Agrawal, M., Singh, C. and Thakur, K. S. (2020). “Demographic Dividend: Skill Development Evidence in India”, SSRN Electronic Journal, 1-13.
  • Bellman, S., Schweda, A. and Varan, D. (2010). “The Residual Impact of Avoided Television Advertising”, Journal of Advertising, 39/1, 67-82.
  • Blanco, C. F., Blasco, M. G. and Azorín, I. I. (2010). “Entertainment and Informativeness as Precursory Factors of Successful Mobile Advertising Messages”, Communications of the IBIMA, 1-11.
  • Brechman, J., Bellman, S., Robinson, J. A., Rask, A. and Varan, D. (2016). “Limited-Interruption Advertising in Digital-Video Content: An Analysis Compares the Effects Of “Midroll” Versus “Preroll” Spots and Clutter Advertising”, Journal of Advertising Research, 56/3, 289-298.
  • Carlitz, A. (2020). The Impact of Video Advertising Placement and Video Advertising Transparency on Video Advertising Avoidance: Pre-Rolls, Mid-Rolls, and Psychological Reactance (Doctoral Dissertation). Ohio University.
  • Chang, S. J., Van Witteloostuijn, A. and Eden, L. (2010). “From The Editors: Common Method Variance in International Business Research”, Journal of International Business Studies, 41, 178–184.
  • Chang, H. H., Rizal, H. and Amin, H. (2013). “The Determinants of Consumer Behavior Towards Email Advertisement”, Internet Research, 23/3, 316-337.
  • Chatterjee, P. (2008). “Are unclicked ads wasted? Enduring effects of banner and pop-up ad exposures on brand memory and attitudes”, Journal of Electronic Commerce Research, 9/1, 51–61.
  • Chaudhuri, P. (2020). “Influence of Digital Marketing Channels on The Consumer Buying Process”, Journal of Emerging Technologies and Innovative Research (JETIR), 7/8, 96-105.
  • Chinchanachokchai, S. and de Gregorio, F. (2020). A consumer socialization approach to understanding advertising avoidance on social media. Journal of Business Research, 110, 474-483.
  • Cho, C. H. and Cheon, H. J. (2004). “Why Do People Avoid Advertising on The Internet?”, Journal of Advertising, 33/4, 89-97.
  • Currás‐Pérez, R., Ruiz‐Mafé, C. and Sanz‐Blas, S. (2013). “Social Network Loyalty: Evaluating the Role of Attitude, Perceived Risk and Satisfaction”, Online Information Review, 37/1, 61-82.
  • Djafarova, E. and Kramer, K. (2020). “Is YouTube Advertising Effective: Context of Travel Industry?”, Athens Journal of Tourism, 7/2, 117-132.
  • Dodoo, N. A. and Wen, J. (2020). “Weakening The Avoidance Bug: The Impact of Personality Traits in Ad Avoidance on Social Networking Sites”, Journal of Marketing Communications, 1-24.
  • Duff, B. R. L. and Faber, R. J. (2011). “Missing The Mark: Advertising Avoidance and Distractor Devaluation”, Journal of Advertising, 40/2, 51-62.
  • Edwards, S. M., Li, H. and Lee, J-H. (2002). “Forced Exposure and Psychological Reactance: Antecedents and Consequences of The Perceived Intrusiveness of Pop-Up Ads”, Journal of Advertising, 31/3, 83-95
  • Fabrigar, L. R., Wegener, D. T., MacCallum, R. C. and Strahan, E. J. (1999). “Evaluating The Use of Exploratory Factor Analysis in Psychological Research”, Psychological Methods, 4/3, 272-299.
  • Fornell, C. and Larcker, D. F. (1981). “Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, 18/1, 39-50.
  • Gauzente, C. (2010). “The Intention to Click on Sponsored Ads-A Study of The Role of Prior Knowledge and of Consumer Profile”, Journal of Retailing and Consumer Services, 17/6, 457-463.
  • Gharibshah, Z., Zhu, X., Hainline, A. and Conway, M. (2020). “Deep Learning for User Interest and Response Prediction in Online Display Advertising”, Data Science and Engineering, 5/1, 12-26.
  • Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis 7th Edition. Prentice Hall, Upper Saddle River, NJ.
  • Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E. (2014). Multivariate Data Analysis: Pearson New International Edition, Pearson Education Limited, London.
  • Interactive Advertising Bureau (2020). https://www.iab.com/wp-content/uploads/2020/05/FY19-IAB-Internet-Ad-Revenue-Report_Final.pdf (accessed 09.01.2021). Iacovleva, N. (2019). Digital Video Advertising as A Communication Tool on Facebook (Master dissertation). Università Ca’Foscari Venezia.
  • Kim, E., Choi, S. M., Kim, S. and Yeh, Y. H. (2013). “Factors Affecting Advertising Avoidance on Online Video Sites”, The Journal of Advertising and Promotion Research, 2/1, 87-121.
  • Kim, S. (2015). Effects of Ad-Video Similarity, Ad Location, And User Control Option on Ad Avoidance and Advertiser-Intended Outcomes of Online Video Ads (Doctoral dissertation). University of Minnesota.
  • Kim, J. K. and Seo, S. H. (2017). “An Exploration of Advertising Avoidance by Audiences Across Media”, International Journal of Contents, 13/1, 76-85.
  • Kim, G. and Moon, I. (2020). “Online Banner Advertising Scheduling for Advertising Effectiveness”, Computers & Industrial Engineering, 140, 1-12.
  • Krishnan, S. S. and Sitaraman, R. K. (2013). “Understanding the effectiveness of video ads: A measurement study”, In Proceedings of the 2013 Conference on Internet Measurement, Barcelona, Spain, 23-25 October 2013.
  • Lee, J. and Lee, M. (2011). “Factors Influencing the Intention to Watch Online Video Advertising”, Cyberpsychology, Behavior, and Social Networking, 14/10, 619-624.
  • Lee, J. and Lee, H. (2012). “Canonical Correlation Analysis of Online Video Advertising Viewing Motivations and Access Characteristics”, New Media & Society, 14/8, 1358-1374.
  • Lee, E. B., Lee, S. G. and Yang, C. G. (2017). “The Influences of Advertising Attitude and Brand Attitude on Purchase Intention of Smartphone Advertising”, Industrial Management & Data Systems, 117/6, 1011-1036.
  • Li, H., Edwards, S. M. and Lee, J-H. (2002). “Measuring Intrusiveness of Advertisings: Scale Development and Validation”, Journal of Advertising, 3/2, 37-47.
  • Li, H. and Lo, H. Y. (2015). “Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisings”, Journal of Advertising, 44/3, 208-218.
  • Liu, L. and Chen, H. (2019). “Balancing Impressiveness and Favorability: A Qualitative Study on An Emerging Type of Advertising in China”, Global Media and China, 4/4, 477-492.
  • Liu, L., Zhu. J., Li, K. and Lv, H. (2019). “Research on the difference of user avoidance behavior of multi-device video advertisement”, In 2019 International Joint Conference on Information, Media and Engineering, Osaka, Japan, 17-19 December 2019.
  • Ljubojević, M., Vasković, V. and Starčević, D. (2013). “The Analysis of The Users’ Response to The Linear Internet Video Advertising by Using Qoe Methods”, Journal of Universal Computer Science, 19/12, 1736-1760.
  • Logan, K. (2013). “And Now a Word from Our Sponsor: Do Consumers Perceive Advertising on Traditional Television and Online Streaming Video Differently?”, Journal of Marketing Communications, 19/4, 258-276.
  • Luna-Nevarez, C. and Torres, I. M. (2015). “Consumer Attitudes toward Social Network Advertising”, Journal of Current Issues & Research in Advertising, 36/1, 1-19.
  • Malhotra, N., Nunan, D. and Birks, D. (2017). Marketing Research: An Applied Approach, Pearson Education Limited, London.
  • Mao, E. and Zhang, J. (2015). “What drives consumers to click on social media ads? The roles of content, media, and individual factors”, In 2015 48th Hawaii International Conference on System Sciences, Hawaii, 5-8 January 2015.
  • Mei, T., Hua, X, S., Yang., L. and Li, S. (2007). “Videosense: Towards Effective Online Video Advertising”, In Proceedings of the 15th ACM International Conference on Multimedia, Bavaria, Germany, 23-29 September 2007.
  • Mei, T., Guo, J., Hua, X.S. and Liu, F. (2010). “Ad on: Toward Contextual Overlay In-Video Advertising”, Multimedia Systems, 16, 335-344.
  • Mir, I. A. (2012). “Consumer Attitudinal Insights About Social Media Advertising: A South Asian Perspective”, The Romanian Economic Journal, 15/45, 265-288.
  • Mir, I. (2015). “Effects of Beliefs and Concerns on User Attitudes toward Online Social Network Advertising and Their Ad Clicking Behavior”, The Journal of Internet Banking and Commerce, 20/2,1-25.
  • Mir, I. A. (2017). “Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective”, Zagreb International Review of Economics & Business, 20/1, 19-47.
  • Morimoto, M. and Chang, S. (2006). “Consumers’ Attitudes toward Unsolicited Commercial E-Mail and Postal Direct Mail Marketing Methods: Intrusiveness, Perceived Loss of Control, and Irritation”, Journal of Interactive Advertising, 7/1, 1-11.
  • Noguti, V. and Waller, D. S. (2020). “Motivations to Use Social Media: Effects on The Perceived Informativeness, Entertainment, and Intrusiveness of Paid Mobile Advertising”, Journal of Marketing Management, 1-29.
  • Ogbanufe, O. and Kim, D. J. (2018). ““Just How Risky Is It Anyway?” The Role of Risk Perception and Trust on Click-Through Intention”, Information Systems Management, 35/3, 182-200.
  • Pashkevich, M., Dorai-Raj, S., Kellar, M. and Zigmond, D. (2012). “Empowering Online Advertisings by Empowering Viewers with The Right to Choose: The Relative Effectiveness of Skippable Video Advertisings on YouTube”. Journal of Advertising Research, 52/4, 451-457.
  • Park, L. and Han, S. (2018). “The Effectiveness of The Process of Mobile Video Advertising-Focused on The Perceived Intrusiveness and Attitude toward Advertising”, International Journal of Pure and Applied Mathematics, 120/6, 5245-5262.
  • Rejón-Guardia, F. and Martínez-López, F. J. (2014). “Online Advertising Intrusiveness and Customers’ Avoidance Behaviors”, In Martinez-Lopez, F.J. (Ed.), Handbook of Strategic E-Business Management, Springer, New York.
  • Speck, P. S. and Elliott, M. T. (1997). “Predictors of Advertising Avoidance in Print and Broadcast Media”, Journal of Advertising, 26/3, 61-76.
  • Subburaj, A., Sriram, V. and Mehrolia, S. (2020). “Effects of Supply Chain Integration on Firm’s Performance: A Study on Micro, Small and Medium Enterprises in India”, Uncertain Supply Chain Management, 8/1, 231-240.
  • Truong, Y. and Simmons, G. (2010). “Perceived Intrusiveness in Digital Advertising: Strategic Marketing Implications”, Journal of Strategic Marketing, 18/3, 239-256.
  • Wang, T. Oh, L.B. and Wang, K. (2009). “Antecedents and Consequences of Mobile Advertising Intrusiveness”, In The 9th International Conference on Electronic Business, Macau, China, 30 November-4 December 2009.
  • Wang, Y. and Sun, S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review,19/4 333-344.
  • Wang. Y. (2020). Creative Mid-Roll Advertising or In-Video Overlay Advertising? The Effects of Two Emerging Ad Types in Chinese TV Series (Doctoral Dissertation). Concordia University.
  • Yang, K. C., Yang, C., Huang, C. H., Shih, P. H. and Yang, S. Y. (2014). “Consumer Attitudes toward Online Video Advertising: An Empirical Study on YouTube as Platform” In 2014 IEEE International Conference on Industrial Engineering and Engineering Management, Malaysia, 9-12 December 2014.
  • Yang, K. (2020). Online Behavioral Advertising: Why and How Online Customers Respond to It?: An Experimental Study into The Effects of Personalized Levels, Rewards on Click-Through Intentions towards Ads Between Chinese and Dutch (Master Dissertation). University of Twente.
  • Yaşlıoğlu, M. M. (2017). “Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması”, Istanbul Business Research, 46, 74-85.
  • Youn, S. and Kim, S. (2019). “Understanding Ad Avoidance on Facebook: Antecedents and Outcomes of Psychological Reactance”, Computers in Human Behavior, 98, 232-244.
  • Zach, O., Slanina, M. and Seufert, M. (2018). Investigating The Impact of Advertising Banners and Clips on Video Qoe. In 2018 IEEE 38th International Conference on Distributed Computing Systems, Vienna, Austria, 2-5 July 2018.
  • Zhang, J., & Mao, E. (2016). “From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising”, Psychology & Marketing, 33/3, 155-164.
  • Zhou, Z., & Bao, Y. (2002). “Users’ Attitudes toward Web Advertising: Effects of Internet Motivation and Internet Ability”, Advances in Consumer Research, 29, 71-78.
Toplam 64 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Finans
Bölüm Makaleler
Yazarlar

F. Görgün Deveci 0000-0001-8987-2478

Tuğba Yıldız 0000-0003-0260-0555

Yayımlanma Tarihi 28 Ekim 2022
Kabul Tarihi 10 Haziran 2022
Yayımlandığı Sayı Yıl 2022

Kaynak Göster

APA Deveci, F. G., & Yıldız, T. (2022). CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(53), 363-378. https://doi.org/10.30794/pausbed.1094618
AMA Deveci FG, Yıldız T. CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS. PAUSBED. Ekim 2022;(53):363-378. doi:10.30794/pausbed.1094618
Chicago Deveci, F. Görgün, ve Tuğba Yıldız. “CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy. 53 (Ekim 2022): 363-78. https://doi.org/10.30794/pausbed.1094618.
EndNote Deveci FG, Yıldız T (01 Ekim 2022) CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 53 363–378.
IEEE F. G. Deveci ve T. Yıldız, “CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS”, PAUSBED, sy. 53, ss. 363–378, Ekim 2022, doi: 10.30794/pausbed.1094618.
ISNAD Deveci, F. Görgün - Yıldız, Tuğba. “CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 53 (Ekim 2022), 363-378. https://doi.org/10.30794/pausbed.1094618.
JAMA Deveci FG, Yıldız T. CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS. PAUSBED. 2022;:363–378.
MLA Deveci, F. Görgün ve Tuğba Yıldız. “CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy. 53, 2022, ss. 363-78, doi:10.30794/pausbed.1094618.
Vancouver Deveci FG, Yıldız T. CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS. PAUSBED. 2022(53):363-78.

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