Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action

This study employs the theory of reasoned action to explore factors influencing consumer intention to pass along online video advertisements.

Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action

Joonghwa Lee, Chang-Dae Ham and Mikyoung Kim

Since the emergence of online video sharing in the mid-2000s, the number of online video-sharing website users (e.g., YouTube users) has grown dramatically. In 2010, about 65% of U.S. Internet users watched online videos, and that number is expected to grow to 76% by 2015 (eMarketer 2011). With the rapid growth of online video-sharing websites, many advertisers and marketers are interested in using online video advertisements (hereinafter...

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