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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| Format: | Article |
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Canadian Center of Science and Education
2022
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