Effect of in-stream ads on viewer’s attitude to purchase—The moderating role of viewer’s control

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Effect of in-stream ads on viewer’s attitude to purchase—The moderating role of viewer’s control

Popis výsledku v původním jazyce

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).

Název v anglickém jazyce

Effect of in-stream ads on viewer’s attitude to purchase—The moderating role of viewer’s control

Popis výsledku anglicky

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).

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Infrastructure, Policy and Development

ISSN

2572-7923

e-ISSN

2572-7931

Svazek periodika

8

Číslo periodika v rámci svazku

8

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

20

Strana od-do

"Article number: 5401"

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85203076974