![Sample our Economics, Finance,Business & Industry journals, sign in here to start your access, latest two full volumes FREE to you for 14 days]({"type":"image" , "src" : "/sda/5931/TOC-Subject-Sample-2021-Economics-Finance-Business-Industry.jpg"})
Abstract
Despite the increasing importance of advertisement sharing, research on the characteristics of people sharing advertisements with others is limited. This study examines the impacts of personality traits on online video advertising sharing intention (OVASI). The results show that extraversion, neuroticism, and openness to experience among big-five personality traits have positive impacts on OVASI. Particularly, the effect of extraversion on OVASI was positive and the largest among personality traits. Implications of the findings, as well as suggestions for further research, are discussed.
Notes
1 In this study, the online video content refers to the video with embedded video ads. Not all online videos include video ads. Generally, if a channel, which has many subscribers or followers, sets up to host pre-roll or mid-roll video ads, that channel’s videos on YouTube and Facebook have embedded video ads. The embedded video ad exposure is also related to the video content length. In the case of Facebook, only videos 3 minutes or longer can host video ads. On YouTube, videos that are 10 minutes or longer can have not only pre-roll ads but also mid-roll ads.