Internal and external factors influencing millennials’ sharing behaviour of online video advertisements
This study aimed to uncover the internal and external factors driving Millennial consumers to engage in Online Video Advertisements (OVAs) sharing. Underpinned by the Theory of Planned Behaviour (TPB), the internal factors tested in this study were attitude, subjective norms, and perceived behaviour...
| Main Authors: | , , , |
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| Format: | Article |
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Canadian Center of Science and Education
2022
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| Online Access: | http://psasir.upm.edu.my/id/eprint/101960/ |
| _version_ | 1848863677865787392 |
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| author | Nik Mohd Zainordin, Nik Mohamad Shamim Kamal Basha, Norazlyn Ho, Jo Ann Ng, Siew Imm |
| author_facet | Nik Mohd Zainordin, Nik Mohamad Shamim Kamal Basha, Norazlyn Ho, Jo Ann Ng, Siew Imm |
| author_sort | Nik Mohd Zainordin, Nik Mohamad Shamim |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study aimed to uncover the internal and external factors driving Millennial consumers to engage in Online Video Advertisements (OVAs) sharing. Underpinned by the Theory of Planned Behaviour (TPB), the internal factors tested in this study were attitude, subjective norms, and perceived behavioural control. The external factors predicted to influence consumers’ intention and actual sharing behaviour of OVAs were company reputation, brand awareness, and celebrity endorsement were underpinned by Stimulus Organism Response Model (S-O-R). The study included perceived intrusiveness as a moderator between the aforementioned antecedents and the sharing behaviour of OVAs. A total of 220 Millennial respondents was collected in Selangor, Malaysia. Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis showed that attitude and subjective norms significantly predict consumers’ intention to share OVAs. In terms of external antecedents, only celebrity endorsements were found to positively influence the sharing intention of OVAs. The study also revealed that perceived intrusiveness negatively moderates the effects of attitude and social norms on the intention to share OVAs. |
| first_indexed | 2025-11-15T13:36:44Z |
| format | Article |
| id | upm-101960 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T13:36:44Z |
| publishDate | 2022 |
| publisher | Canadian Center of Science and Education |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1019602024-03-15T03:53:34Z http://psasir.upm.edu.my/id/eprint/101960/ Internal and external factors influencing millennials’ sharing behaviour of online video advertisements Nik Mohd Zainordin, Nik Mohamad Shamim Kamal Basha, Norazlyn Ho, Jo Ann Ng, Siew Imm This study aimed to uncover the internal and external factors driving Millennial consumers to engage in Online Video Advertisements (OVAs) sharing. Underpinned by the Theory of Planned Behaviour (TPB), the internal factors tested in this study were attitude, subjective norms, and perceived behavioural control. The external factors predicted to influence consumers’ intention and actual sharing behaviour of OVAs were company reputation, brand awareness, and celebrity endorsement were underpinned by Stimulus Organism Response Model (S-O-R). The study included perceived intrusiveness as a moderator between the aforementioned antecedents and the sharing behaviour of OVAs. A total of 220 Millennial respondents was collected in Selangor, Malaysia. Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis showed that attitude and subjective norms significantly predict consumers’ intention to share OVAs. In terms of external antecedents, only celebrity endorsements were found to positively influence the sharing intention of OVAs. The study also revealed that perceived intrusiveness negatively moderates the effects of attitude and social norms on the intention to share OVAs. Canadian Center of Science and Education 2022 Article PeerReviewed Nik Mohd Zainordin, Nik Mohamad Shamim and Kamal Basha, Norazlyn and Ho, Jo Ann and Ng, Siew Imm (2022) Internal and external factors influencing millennials’ sharing behaviour of online video advertisements. Asian Social Science, 18 (1). 23 - 46. ISSN 1911-2017; ESSN: 1911-2025 https://ccsenet.org/journal/index.php/ass/article/view/0/46544 10.5539/ass.v18n1p23 |
| spellingShingle | Nik Mohd Zainordin, Nik Mohamad Shamim Kamal Basha, Norazlyn Ho, Jo Ann Ng, Siew Imm Internal and external factors influencing millennials’ sharing behaviour of online video advertisements |
| title | Internal and external factors influencing millennials’ sharing behaviour of online video advertisements |
| title_full | Internal and external factors influencing millennials’ sharing behaviour of online video advertisements |
| title_fullStr | Internal and external factors influencing millennials’ sharing behaviour of online video advertisements |
| title_full_unstemmed | Internal and external factors influencing millennials’ sharing behaviour of online video advertisements |
| title_short | Internal and external factors influencing millennials’ sharing behaviour of online video advertisements |
| title_sort | internal and external factors influencing millennials’ sharing behaviour of online video advertisements |
| url | http://psasir.upm.edu.my/id/eprint/101960/ http://psasir.upm.edu.my/id/eprint/101960/ http://psasir.upm.edu.my/id/eprint/101960/ |