東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Consumer Responses to Ads on Digital...

Kim, Eunah.

Linked to FindBook

Google Book

Amazon

博客來

Consumer Responses to Ads on Digital Video-Sharing Platforms: the Phenomenon of Intentional Ad-Viewing Behavior.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Consumer Responses to Ads on Digital Video-Sharing Platforms: the Phenomenon of Intentional Ad-Viewing Behavior./
Author:	Kim, Eunah.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
Description:	165 p.
Notes:	Source: Dissertations Abstracts International, Volume: 84-03, Section: A.
Contained By:	Dissertations Abstracts International84-03A.
Subject:	Mass communications. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29322037
ISBN:	9798351423678

Consumer Responses to Ads on Digital Video-Sharing Platforms: the Phenomenon of Intentional Ad-Viewing Behavior.
Kim, Eunah.

Consumer Responses to Ads on Digital Video-Sharing Platforms: the Phenomenon of Intentional Ad-Viewing Behavior. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 165 p.

Source: Dissertations Abstracts International, Volume: 84-03, Section: A.

Thesis (Ph.D.)--University of Minnesota, 2022.

This item must not be sold to any third party vendors.

With the popularity of digital videos, digital video-sharing platforms have been receiving attention as a medium that may surpass traditional TV in terms of viewership and as a powerful medium for advertising. Interestingly, on digital video-sharing platforms such as YouTube, consumers sometimes choose to view rather than skip ads in order to support content creators, even if the ads are not relevant to them and they can easily avoid them by clicking on the 'skip ad' button. This is a very unique phenomenon that has been hardly observed in any other media platforms, nor has been examined in prior studies. The purpose of this dissertation is two-fold: (1) to investigate whether and to what extent intentional ad-viewing to support content creators is indeed happening on digital video-sharing platforms; and (2) to explore why and when consumers choose to not skip ads for the sake of content creators.A three-phase study using a multi-method approach was performed. In Phase 1, a preliminary survey was conducted (N = 265) to inform and guide the study design and measurement developments of the next two phases. The results demonstrated that consumers sometimes choose to not skip ads in order to support content creators, which confirms the existence of such a novel ad-viewing behavior.In Phase 2, a series of in-depth interviews were conducted to further probe: (1) the motivations driving such behavior and (2) potential influencing factors (N = 20). The Phase 2 in-depth interviews suggest three different but interrelated motivations driving intentional ad-viewing as a way of supporting content creators: gratitude to content creators, extrinsic helping motivation with the expectation of reciprocity, and intrinsic helping motivation from empathy.In Phase 3, which is the main study of this dissertation, an online survey (N = 499) was conducted to formally address the research question and test the hypotheses posed based on the findings of Phase 1 and Phase 2. The results show that amateur content creators and influencers are more likely to generate intentional ad-viewing to support content creators than are professional creators. While helping motivation was not a significant mediator of the relationship between creator type and intentional ad-viewing to support content creators, it was shown to be another significant antecedent of such ad-viewing behavior.This study contributes to advancing ad avoidance research by establishing the previously unknown phenomenon of intentional ad-viewing to support content creators, and by adopting the perspective of helping behavior that has been hardly used in advertising research. This study also provides important practical implications for advertising practitioners and digital media platform companies: the comparative value of placing ads on digital video-sharing platforms, and the consideration of independent and amateur channels.

ISBN: 9798351423678Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

Digital videos

Consumer Responses to Ads on Digital Video-Sharing Platforms: the Phenomenon of Intentional Ad-Viewing Behavior.
LDR:04039nmm a2200349 4500 001 2394372
005 20240422070839.5
006 m o d
007 cr#unu||||||||
008 251215s2022 ||||||||||||||||| ||eng d
020 $a 9798351423678
035 $a (MiAaPQ)AAI29322037
035 $a AAI29322037
040 $a MiAaPQ $c MiAaPQ
100 1 $a Kim, Eunah. $3 3683322
245 1 0 $a Consumer Responses to Ads on Digital Video-Sharing Platforms: the Phenomenon of Intentional Ad-Viewing Behavior.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2022
300 $a 165 p.
500 $a Source: Dissertations Abstracts International, Volume: 84-03, Section: A.
500 $a Advisor: Huh, Jisu.
502 $a Thesis (Ph.D.)--University of Minnesota, 2022.
506 $a This item must not be sold to any third party vendors.
520 $a With the popularity of digital videos, digital video-sharing platforms have been receiving attention as a medium that may surpass traditional TV in terms of viewership and as a powerful medium for advertising. Interestingly, on digital video-sharing platforms such as YouTube, consumers sometimes choose to view rather than skip ads in order to support content creators, even if the ads are not relevant to them and they can easily avoid them by clicking on the 'skip ad' button. This is a very unique phenomenon that has been hardly observed in any other media platforms, nor has been examined in prior studies. The purpose of this dissertation is two-fold: (1) to investigate whether and to what extent intentional ad-viewing to support content creators is indeed happening on digital video-sharing platforms; and (2) to explore why and when consumers choose to not skip ads for the sake of content creators.A three-phase study using a multi-method approach was performed. In Phase 1, a preliminary survey was conducted (N = 265) to inform and guide the study design and measurement developments of the next two phases. The results demonstrated that consumers sometimes choose to not skip ads in order to support content creators, which confirms the existence of such a novel ad-viewing behavior.In Phase 2, a series of in-depth interviews were conducted to further probe: (1) the motivations driving such behavior and (2) potential influencing factors (N = 20). The Phase 2 in-depth interviews suggest three different but interrelated motivations driving intentional ad-viewing as a way of supporting content creators: gratitude to content creators, extrinsic helping motivation with the expectation of reciprocity, and intrinsic helping motivation from empathy.In Phase 3, which is the main study of this dissertation, an online survey (N = 499) was conducted to formally address the research question and test the hypotheses posed based on the findings of Phase 1 and Phase 2. The results show that amateur content creators and influencers are more likely to generate intentional ad-viewing to support content creators than are professional creators. While helping motivation was not a significant mediator of the relationship between creator type and intentional ad-viewing to support content creators, it was shown to be another significant antecedent of such ad-viewing behavior.This study contributes to advancing ad avoidance research by establishing the previously unknown phenomenon of intentional ad-viewing to support content creators, and by adopting the perspective of helping behavior that has been hardly used in advertising research. This study also provides important practical implications for advertising practitioners and digital media platform companies: the comparative value of placing ads on digital video-sharing platforms, and the consideration of independent and amateur channels.
590 $a School code: 0130.
650 4 $a Mass communications. $3 3422380
653 $a Digital videos
653 $a YouTube
653 $a Influencers
690 $a 0708
710 2 $a University of Minnesota. $b Mass Communication. $3 1057384
773 0 $t Dissertations Abstracts International $g 84-03A.
790 $a 0130
791 $a Ph.D.
792 $a 2022
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29322037