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...

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Autors principals:	Donia Adnan Moawad, Hanan Gunied, Asmaa El-Mously
Format:	Artigo
Idioma:	Inglês
Publicat:	Academy Publishing Center 2023-10-01
Col·lecció:	Insights into Language, Culture and Communication
Matèries:	attitude towards purchasing, millennial, purchasing behavior, purchasing intention, skippable in-stream youtube advertisements
Accés en línia:	http://apc.aast.edu/ojs/index.php/ILCC/article/view/693
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