Internal and external factors influencing millennials’ sharing behaviour of online video advertisements

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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...

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Bibliographic Details
Main Authors:	Nik Mohd Zainordin, Nik Mohamad Shamim, Kamal Basha, Norazlyn, Ho, Jo Ann, Ng, Siew Imm
Format:	Article
Published:	Canadian Center of Science and Education 2022
Online Access:	http://psasir.upm.edu.my/id/eprint/101960/

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