CLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORS

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dc.contributor.authorDeveci, F. Görgün
dc.contributor.authorYıldız, Tuğba
dc.date.accessioned2024-10-04T19:04:12Z
dc.date.available2024-10-04T19:04:12Z
dc.date.issued2022
dc.departmentBayburt Üniversitesien_US
dc.description.abstractThis study aims to determine online in-video advertising watching motivations and the effect of these motivations on attitude towards the online in-video advertising and perceived ad intrusiveness. Also, the effect of these two variables on ad-click and ad-avoidance are examined. In this study, an online survey method was used. The research sample consisted of 391 consumers, who are aged 18 and older, in Turkey. Structural equation modeling was preferred as the data analysis method. According to the research findings, while the entertainment dimension has a positive effect on the attitude towards the online in-video advertising and ad-click, it has a negative effect on perceived ad intrusiveness. Information dimension has a positive effect on the attitude towards the online in-video advertising and ad-click. Perceived ad intrusiveness has a negative effect on the attitude towards the online in-video advertising. It has a positive effect on cognitive and behavioral ad-avoidance. But has no effect on ad-click. Attitude towards the online in-video advertising has a positive effect on ad-click but has no effect on cognitive and behavioral ad-avoidance.en_US
dc.identifier.doi10.30794/pausbed.1094618
dc.identifier.endpage378en_US
dc.identifier.issn1308-2922
dc.identifier.issn2147-6985
dc.identifier.issue53en_US
dc.identifier.startpage363en_US
dc.identifier.trdizinid1164364en_US
dc.identifier.urihttps://doi.org/10.30794/pausbed.1094618
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1164364
dc.identifier.urihttp://hdl.handle.net/20.500.12403/4237
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.relation.ispartofPamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisien_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectIn-video advertisingen_US
dc.subjectOnline video advertising motivationsen_US
dc.subjectAttitude towards the online in-video advertisingen_US
dc.subjectPerceived ad intrusivenessen_US
dc.subjectAd-clicken_US
dc.subjectAd-avoidanceen_US
dc.titleCLICK OR AVOID THE ADVERTISING: A RESEARCH ON CONSUMERS’ ONLINE IN-VIDEO ADVERTISING WATCHING BEHAVIORSen_US
dc.typeArticleen_US

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