Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model

Modern users demand control over their advertising experience and a sense of empowerment throughout the communication process. In response, some platforms have introduced online features that increase users’ control by facilitating ad interaction and electronic word of mouth (eWOM), such as YouTube’s skippable advertising. Using this prototypical example, the current study develops and proposes a novel, sequential framework that accounts for...