The effect of YouTube advertisements with skip-button function on young Egyptian women’s purchasing behavior

<p>This research paper aims at evaluating how entertainment, customization and perceived intrusiveness of the skippable in-stream YouTube advertisement can affect Egyptian millennial women’s attitude towards the skippable in-stream advertisement content, defining the relationship between attitudes t...

ver descrição completa

Detalhes bibliográficos

Principais autores:	Donia Adnan Moawad, Hanan Gunied, Asmaa El-Mously
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Academy Publishing Center 2023-10-01
coleção:	Insights into Language, Culture and Communication
Assuntos:	attitude towards purchasing, millennial, purchasing behavior, purchasing intention, skippable in-stream youtube advertisements
Acesso em linha:	http://apc.aast.edu/ojs/index.php/ILCC/article/view/693
Tags:	Adicionar Tag Sem tags, seja o primeiro a adicionar uma tag!