Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements
Abstract
Understanding how consumer evaluations of online advertisements affect their intention to share advertising content online is essential for successful viral advertising. This article examines consumer decisions whether or not to share video advertisements, in particular the role of their moment-to-moment likeability of the online ad. The study uses a theoretical memory-based framework of temporal sequence effects and unique data for 120...
Paper Details
Title
Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements
Published Date
Aug 1, 2016
Volume
35
Pages
27 - 43
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