Internal and external factors influencing millennials’ sharing behaviour of online video advertisements

• Main Authors: Nik Mohd Zainordin, Nik Mohamad Shamim, Kamal Basha, Norazlyn, Ho, Jo Ann, Ng, Siew Imm
• 格式: Article
• 出版: Canadian Center of Science and Education 2022
• 在線閱讀: http://psasir.upm.edu.my/id/eprint/101960/; https://ccsenet.org/journal/index.php/ass/article/view/0/46544

This study aimed to uncover the internal and external factors driving Millennial consumers to engage in Online Video Advertisements (OVAs) sharing. Underpinned by the Theory of Planned Behaviour (TPB), the internal factors tested in this study were attitude, subjective norms, and perceived behaviour...