Effect of in-stream ads on viewer’s attitude to purchase—The moderating role of viewer’s control
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62690094%3A18450%2F24%3A50021780" target="_blank" >RIV/62690094:18450/24:50021780 - isvavai.cz</a>
Result on the web
<a href="https://systems.enpress-publisher.com/index.php/jipd/article/view/5401/3684" target="_blank" >https://systems.enpress-publisher.com/index.php/jipd/article/view/5401/3684</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.24294/jipd.v8i8.5401" target="_blank" >10.24294/jipd.v8i8.5401</a>
Alternative languages
Result language
angličtina
Original language name
Effect of in-stream ads on viewer’s attitude to purchase—The moderating role of viewer’s control
Original language description
Research in the field of online advertising has focused on the effect of in-stream ads on viewers’ attitudes and intentions to purchase. However, little is known regarding the crucial role of viewer’s control in terms of the ‘skip ad option’ towards the attitude to purchase. This research aims to investigate the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control. Primary data was collected from respondents of Vehari district of Pakistan through a questionnaire based on 5 points Likert scale. 370 questionnaires were incorporated after excluding the questionnaires having missing values. Structural equation modelling was used through SmartPLS-3 software in testing the hypotheses. The findings reveal that, in-stream (emotional, informational, and entertaining) ads have positive impact on viewers’ attitudes, and viewers’ control moderates the relationship between in-stream ads and viewers’ attitudes towards the ads. Further, viewers’ attitude toward the ads has a significant positive impact on viewers’ intention to purchase. To the best of our knowledge this is one of the first studies that examines the effect of in-stream ads on viewers’ attitudes to purchasing with the moderating role of viewer control in the context of a developing country, like Pakistan. © 2024 by author(s).
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Journal of Infrastructure, Policy and Development
ISSN
2572-7923
e-ISSN
2572-7931
Volume of the periodical
8
Issue of the periodical within the volume
8
Country of publishing house
US - UNITED STATES
Number of pages
20
Pages from-to
"Article number: 5401"
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85203076974