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 referred to as online video ads) as new vehicles for product promotion by generating viral effects. Online video advertising, one type of online advertising, provides viewers with the combined effects of the branding power of traditional TV commercials and the interactive power of the Internet (Brown 2008). In fact, U.S. Internet users watched more than 8.3 billion online video ads in March 2012 (comScore 2012). In addition, online video advertising spending was nearly US$1.42 billion in 2010, and projected to be US$7.11 billion by 2015 (eMarketer 2011).