Consumer attitudes toward online video advertising: An empirical study on YouTube as platform.
Keng-Chieh YangConna YangChia-Hui HuangPo-Hong ShihSu Yu YangPublished in: IEEM (2014)
Keyphrases
- attitudes toward
- online video
- video sharing
- electronic word of mouth
- statistically significant
- consumer behavior
- internet advertising
- perceived usefulness
- college students
- computer technology
- high school
- user interaction
- user generated
- computer assisted language learning
- computer usage
- social media
- gender differences
- cognitive style
- search advertising
- web based instruction
- reinforcement learning
- learning algorithm
- english as a foreign language
- behavioral intention