Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy

References

• Ajzen, I., and M. Fishbein (1977), “Attitude–Behavior Relations: A Theoretical Analysis and Review of Empirical Research,” Psychological Bulletin, 84 (5), 888–918.
   Web of Science ®Google Scholar
• Alhabash, S., A.R. McAlister, E.T. Quillam, N.J. Rifon, and J.I. Richards (2013), “Between Likes and Shares: Effects of Emotional Appeal and Virality on the Persuasiveness of Anti-Cyber Bullying Messages on Facebook,” Cyberpsychology, Behavior, and Social Networking, 16 (3), 175–82.
   PubMed Web of Science ®Google Scholar
• Altuna, O.K., and F.A. Konuk (2009), “Understanding Consumer Attitudes toward Mobile Advertising and Its Impact on Consumers Behavioral Intentions: A Crossmarket Comparison of United States and Turkish Consumers,” International Journal of Mobile Marketing, 4 (2), 43–51.
   Google Scholar
• Anderson, M. (2016), “More Americans Using Smartphones for Getting Directions, Streaming TV,” Pew Research Center, January 29, http://www.pewresearch.org/fact-tank/2016/01/29/us-smartphone-use/.
   Google Scholar
• Andreassen, C.S., S. Pallesen, M.D. Griffiths, T. Torsheim, and R. Sinha (2018), “The Development and Validation of the Bergen–Yale Sex Addiction Scale with a Large National Sample,” Frontiers in Psychology, 9, 144.
   PubMed Web of Science ®Google Scholar
• Anthonisen, L. (2018), “5 Reasons to Expand Your Digital Strategy into Pakistan,” Think with Google, November, https://www.thinkwithgoogle.com/intl/en-apac/trends-and-insights/5-reasons-expand-your-digital-strategy-pakistan/.
   Google Scholar
• Aslam, W., M. Batool, and Z. Ul Haq (2016), “Attitudes and Behaviour of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy,” Journal of Management Sciences, 3 (1), 63–80.
   Google Scholar
• Aslam, W., K. Farhat, L. Ejaz, and I. Arif (2020), “Adoption of Android Smartphones and Intention to Pay for Mobile Internet: An Empirical Analysis of Consumers in Pakistan,” International Journal of Business Innovation and Research, 21 (3), 428–46.
   Google Scholar
• Bagnied, M., M. Speece, and I. Hegazy (2018), “Advertising in a Developing Economy: Attitudes of Young Consumers in Egypt,” Proceedings of the 2018 Global Marketing Conference, Tokyo, Japan, July 26–29, 2018, 981–95.
   Google Scholar
• Belanche, D., C. Flavián, and A. Pérez-Rueda (2017), “Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Advertising,” Journal of Interactive Marketing, 37 (1), 75–88.
   Web of Science ®Google Scholar
• Belanche, D., C. Flavián, and A. Pérez-Rueda (2020), “Consumer Empowerment in Interactive Advertising and eWOM Consequences: The PITRE Model,” Journal of Marketing Communications, 26 (1), 1–20.
   Google Scholar
• Brackett, L.K., and B.N. Carr (2001), “Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes,” Journal of Advertising Research, 41 (5), 23–32.
   Web of Science ®Google Scholar
• Campbell, Colin, Frauke Mattison Thompson, Pamela E. Grimm, and Karen Robson (2017), “Understanding Why Consumers Don’t Skip Pre-Roll Video Ads,” Journal of Advertising, 46 (3), 411–23.
   Web of Science ®Google Scholar
• Chen, Q. (1999), “Attitude toward the Site,” Journal of Advertising Research, 39 (5), 27–37.
   Web of Science ®Google Scholar
• Chin, W.W. (1998), “The Partial Least Squares Approach to Structural Equation Modeling,” Modern Methods for Business Research, 295 (2), 295–336.
   Google Scholar
• Chin, W.W., B.L. Marcolin, and P.R. Newsted (2003), “A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic Mail Motion/Adoption Study,” Information Systems Research, 14 (2), 189–217.
   Web of Science ®Google Scholar
• Cho, C-H., and H.J. Cheon (2004), “Why Do People Avoid Advertising on the Internet?,” Journal of Advertising, 33 (4), 89–97.
   Web of Science ®Google Scholar
• Chowdhury, H.K., N. Parvin, C. Weitenberner, and M. Becker (2006), “Consumer Attitude toward Mobile Advertising in an Emerging Market: An Empirical Study,” International Journal of Mobile Marketing, 1 (2), 33–41.
   Google Scholar
• Chungviwatanant, T., and S. Chungviwatanant (2017), “A Study of Factors That Affect Consumer’s Attitude toward a ‘Skippable in-Stream Ad’ on YouTube,” AU-GSB e-Journal, 9 (1), 83–96.
   Google Scholar
• Connolly, A. (2015), “YouTube Makes Its TrueView Ads More Interactive to Encourage Users to Engage,” TNW, April 8, http://thenextweb.com/google/2015/04/08/youtube-makes-itstrueview-ads-more-interactive-to-encourage-users-to-engage/.
   Google Scholar
• Cummings, C. (2016), “Infographic: The Video Sites Millennials Can’t Live Without (and the Ads They Can Live With): YouTube, Netflix, and Social All Surpass TV,” Adweek, March 14, http://www.adweek.com/news/advertising-branding/infographic-video-sites-millennials-cant-livewithout-and-ads-they-can-live-170132.
   Google Scholar
• Davis, M. (1983), “Measuring Individual Differences in Empathy: Evidence for a Multidimensional Approach,” Journal of Personality and Social Psychology, 44 (1), 113–26.
   Web of Science ®Google Scholar
• Drossos, D., G.M. Giaglis, G. Lekakos, F. Kokkinaki, and M.G. Stavraki (2007), “Determinants of Effective SMS Advertising: An Experimental Study,” Journal of Interactive Advertising, 7 (2), 16–27.
   Google Scholar
• Drossos, D.A., G.M. Giaglis, P.A. Vlachos, E.D. Zamani, and G. Lekakos (2013), “Consumer Responses to SMS Advertising: Antecedents and Consequences,” International Journal of Electronic Commerce, 18 (1), 105–36.
   Web of Science ®Google Scholar
• Ducoffe, R.H. (1995), “How Consumers Assess the Value of Advertising,” Journal of Current Issues and Research in Advertising, 17 (1), 1–18.
   Google Scholar
• Ducoffe, R.H. (1996), “Advertising Value and Advertising on the Web,” Journal of Advertising Research, 36 (5), 21–35.
   Web of Science ®Google Scholar
• Duroy, D., O. Sabbagh, A. Baudel, and M. Lejoyeux (2018), “Compulsive Buying in Paris Psychology Students: Assessment of DSM-5 Personality Trait Domains,” Psychiatry Research, 267 (1), 182–86.
   PubMed Web of Science ®Google Scholar
• Edwards, S.M., H.R. Li, and J.H. Lee (2002), “Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Advertising,” Journal of Advertising, 31 (3), 83–95.
   Web of Science ®Google Scholar
• Escalas, J.E., and B.B. Stern (2003), “Sympathy and Empathy: Emotional Responses to Advertising Dramas,” Journal of Consumer Research, 29 (4), 566–78.
   Web of Science ®Google Scholar
• Ferle, C.L., and W.N. Lee (2003), “Attitudes toward Advertising: A Comparative Study of Consumers in China, Taiwan, South Korea, and the United States,” Journal of International Consumer Marketing, 15 (2), 5–23.
   Google Scholar
• Fishbein, M. (1979), “A Theory of Reasoned Action: Some Applications and Implications,” Nebraska Symposium on Motivation, 27 (1), 65–116.
   Google Scholar
• Fornell, C., and D.F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18 (1), 39–50.
   Web of Science ®Google Scholar
• Fung, R., and M. Lee (1999), “EC-Trust (Trust in Electronic Commerce): Exploring the Antecedent Factors,” Americas Conference on Information Systems 1999 Proceedings, 179 (1), 516–19.
   Google Scholar
• Garson, G.D. (2016), Partial Least Squares: Regression and Structural Equation Models, Asheboro, NC: Statistical Associates.
   Google Scholar
• Golan, G.J., and L. Zaidner (2008), “Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel,” Journal of Computer-Mediated Communication, 13 (4), 959–72.
   Web of Science ®Google Scholar
• Goodrich, K., S.Z. Schiller, and D. Galletta (2015), “Consumer Reactions to Intrusiveness of Online-Video Advertisements: Do Length, Informativeness, and Humor Help (or Hinder) Marketing Outcomes?,” Journal of Advertising Research, 55 (1), 37–50.
   Web of Science ®Google Scholar
• Grant, P., E. Botha, and J. Kietzmann (2015), “Branded Flash Mobs: Moving toward a Deeper Understanding of Consumers’ Responses to Video Advertising,” Journal of Interactive Advertising, 15 (1), 28–42.
   Google Scholar
• Haenlein, M., and A. M. Kaplan (2004), “A Beginner’s Guide to Partial Least Squares Analysis,” Understanding Statistics, 3 (4), 283–297.
   Google Scholar
• Haghirian, P., and A. Inoue (2007), “An Advanced Model of Consumer Attitudes toward Advertising on the Mobile Internet,” International Journal of Mobile Communications, 5 (1), 48–67.
   Google Scholar
• Haghirian, P., M. Madlberger, and A. Inoue (2008), “Mobile Advertising in Different Stages of Development: A Cross-Country Comparison of Consumer Attitudes,” Proceedings of the 41st Annual Hawaii International Conference on System Sciences, Washington, DC: IEEE Computer Society,
   Google Scholar
• Haghirian, P., M. Madlberger, and A. Tanuskova (2005), “Increasing Advertising Value of Mobile Marketing: An Empirical Study of Antecedents,” Proceedings of the 38th Annual Hawaii International Conference on System Sciences, Washington, DC: IEEE Computer Society.
   Google Scholar
• Hair, J.F. Jr., W.C. Black, B.J. Babin, and R.E. Anderson (2010), Multivariate Data Analysis: A Global Perspective, Upper Saddle River, NJ: Pearson.
   Google Scholar
• Hair, J.F. Jr., G.T.M. Hult, C. Ringle, and M. Sarstedt (2013), A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Thousand Oaks, CA: Sage.
   Google Scholar
• Hair, J.F. Jr., G.T.M. Hult, C. Ringle, and M. Sarstedt (2016), A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 2nd ed., Thousand Oaks, CA: Sage.
   Google Scholar
• Hair, J. F., J. J. Risher, M. Sarstedt, and C. M. Ringle (2019), “When to Use and How to Report the Results of PLS-SEM,” European Business Review, 31 (1), 2–24.
   Google Scholar
• Hairong, L., S.M. Edwards, and J.-H. Lee (2002), “Measuring the Intrusiveness of Advertisements: Scale Development and Validation,” Journal of Advertising, 31 (2), 37–47.
   Web of Science ®Google Scholar
• Haque, A., S. Al Mahmud, A.K. Tarofder, and A.Z. Hj Ismail (2007), “Internet Advertisement in Malaysia: A Study of Attitudinal Differences,” Electronic Journal of Information Systems in Developing Countries, 31 (1), 1–15.
   Google Scholar
• Hegner, S.M., D.C. Kusse, and A.T. Pruyn (2016), “Watch It! The Influence of Forced Pre-Roll Video Ads on Consumer Perceptions,” in Advances in Advertising Research, P. Verlegh, H. Voorveld, and M. Eisend, eds., vol. 6, Wiesbaden, Germany: Springer Gabler, 63–73.
   Google Scholar
• Henseler, J., C.M. Ringle, and M. Sarstedt (2015), “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling,” Journal of the Academy of Marketing Science, 43 (1), 115–35.
   Web of Science ®Google Scholar
• Henseler, J., C.M. Ringle, and M. Sarstedt (2016), “Testing Measurement Invariance of Composite Using Partial Least Squares,” International Marketing Review, 33 (3), 405–31.
   Web of Science ®Google Scholar
• Hwang, Y., and S.H. Jeong (2019), “Editorial Content in Native Advertising: How Do Brand Placement and Content Quality Affect Native-Advertising Effectiveness?,” Journal of Advertising Research, 59 (2), 208–18.
   Web of Science ®Google Scholar
• Internet Advertising Bureau (2012), “IAB Digital Video Ad Effectiveness Case Study,” June 7, https://www.iab.com/insights/iab-digital-video-ad-effectiveness-case-study/.
   Google Scholar
• Jain, G., S. Rakesh, and K.R. Chaturvedi (2018), “Online Video Advertisements’ Effect on Purchase Intention: An Exploratory Study on Youth,” International Journal of E-Business Research, 14 (2), 87–101.
   Web of Science ®Google Scholar
• Jeon, Y.A., H. Son, A.D. Chung, and M.E. Drumwright (2019), “Temporal Certainty and Skippable In-Stream Commercials: Effects of Ad Length, Timer, and Skip-Ad Button on Irritation and Skipping Behavior,” Journal of Interactive Marketing, 47 (1), 144–58.
   Web of Science ®Google Scholar
• Joa, Claire Y., Kisun Kim, and Louisa Ha (2018), “What Makes People Watch Online In-Stream Video Advertisements?,” Journal of Interactive Advertising, 18 (1), 1–14.
   Google Scholar
• Jung, A.R. (2017), “The Influence of Perceived Ad Relevance on Social Media Advertising: An Empirical Examination of a Mediating Role of Privacy Concern,” Computers in Human Behavior, 70 (1), 303–309.
   Web of Science ®Google Scholar
• Kaasinen, E. (2003), “User Needs for Location-Aware Mobile Services,” Personal and Ubiquitous Computing, 7 (1), 70–79.
   Web of Science ®Google Scholar
• Kamran, Q., and D.A. Siddiqui (2019), “The Impact of Emotional Advertising on Consumer Buying Behavior for Home Appliance Products in Pakistan,” Business and Management Horizons, 7 (1), 23–48.
   Google Scholar
• Kelly, L., G. Kerr, and J. Drennan (2010), “Avoidance of Advertising in Social Networking Sites: The Teenage Perspective,” Journal of Interactive Advertising, 10 (2), 16–27.
   Google Scholar
• Kononova, A., and S. Yuan (2015), “Double-Dipping Effect? How Combining YouTube Environmental PSAs with Thematically Congruent Advertisements in Different Formats Affects Memory and Attitudes,” Journal of Interactive Advertising, 15 (1), 2–15.
   Google Scholar
• Laskey, H.A., E. Day, and M.R. Crask (1989), “Typology of Main Message Strategies,” Journal of Advertising, 18 (1), 36–41.
   Web of Science ®Google Scholar
• Lavrakas, P.J. (2008), Encyclopedia of Survey Research Methods, Thousand Oaks, CA: Sage.
   Google Scholar
• Lee, E.B., S.G. Lee, and C.G. Yang (2017), “The Influences of Advertisement Attitude and Brand Attitude on Purchase Intention of Smartphone Advertising,” Industrial Management and Data Systems, 117 (6), 1011–36.
   Web of Science ®Google Scholar
• Lee, J., and I.B. Hong (2016), “Predicting Positive User Responses to Social Media Advertising: The Roles of Emotional Appeal, Informativeness, and Creativity,” International Journal of Information Management, 36 (3), 360–73.
   Web of Science ®Google Scholar
• Li, B., and S. Yin (2020), “How Perceived Control Affects Advertising Avoidance Intention in a Skippable Advertising Context: A Moderated Mediation Model,” Chinese Journal of Communication, published electronically June 11,
   Web of Science ®Google Scholar
• Liu, S.S., and P.A. Stout (1987), “Effects of Message Modality and Appeal on Advertising Acceptance,” Psychology and Marketing, 4 (3), 167–87.
   Google Scholar
• Liu-Thompkins, Y. (2019), “A Decade of Online Advertising Research: What We Learned and What We Need to Know,” Journal of Advertising, 48 (1), 1–13.
   Web of Science ®Google Scholar
• MacKenzie, S.B., and R.J. Lutz (1989), “An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context,” Journal of Marketing, 53 (2), 48–65.
   Web of Science ®Google Scholar
• McCoy, S., A. Everard, P. Polak, and D.F. Galletta (2008), “An Experimental Study of Antecedents and Consequences of Online Ad Intrusiveness,” International Journal of Human-Computer Interaction, 24 (7), 672–99.
   Web of Science ®Google Scholar
• Murillo, E. (2017), “Attitudes toward Mobile Search Ads: A Study among Mexican Millennials,” Journal of Research in Interactive Marketing, 11 (1), 91–108.
   Web of Science ®Google Scholar
• Murillo, E., M. Merino, and A. Núñez (2016), “The Advertising Value of Twitter Ads: A Study among Mexican Millennials,” Revista Brasileira de Gestão de Negócios, 18 (61), 436–56.
   Web of Science ®Google Scholar
• Nauman Abbasi, M., M. Ramzan Sheikh, R. Saeed, and M. Imdadullah (2014), “Impact of Emotional Appeals on Youth Purchasing Behavior: Evidence from Pakistan,” Pakistan Journal of Social Sciences, 34 (2), 781–94.
   Google Scholar
• Nwagwu, W.E., and B. Famiyesin (2016), “Acceptance of Mobile Advertising by Consumers in Public Service Institutions in Lagos, Nigeria,” The Electronic Library, 34 (2), 265–88.
   Web of Science ®Google Scholar
• Oh, L.-B., and H. Xu (2003), “Effects of Multimedia on Mobile Consumer Behavior: An Empirical Study of Location-Aware Advertising,” Proceedings of the International Conference on Information Systems: ICIS 2003, 56.
   Google Scholar
• Olofsson, A., and M. Pietz (2009), “Advertisement to Mobile Phones, Success or Failure? A Study of Swedish Youths Acceptance towards Receiving Mobile Advertisement,” January.
   Google Scholar
• Pashkevich, M., S. Dorai-Raj, M. Kellar, and D. Zigmond (2012), “Empowering Online Advertisements by Empowering Viewers with the Right to Choose: The Relative Effectiveness of Skippable Video Advertisements on YouTube,” Journal of Advertising Research, 52 (4), 451–57.
   Web of Science ®Google Scholar
• Petty, R.E., and J.T. Cacioppo (1986), Communication and Persuasion, New York, NY: Springer-Verlag.
   Google Scholar
• Puto, C.P., and W.D. Wells (1984), “Informational and Transformational Advertising: The Differential Effects of Time,” Advances in Consumer Research, 11 (1), 638–43.
   Google Scholar
• Puwandi, P.H., G. Tiara, and N. Brasali (2020), “The Factors Affecting Consumer Response towards Online Video Advertisement: YouTube As a Platform,” International Journal of Multicultural and Multireligious Understanding, 7 (2), 375–90.
   Google Scholar
• Raney, Arthur A., Laura M. Arpan, Kartik Pashupati, and Dale A. Brill (2003), “At the Movies, on the Web: An Investigation of the Effects of Entertaining and Interactive Web Content on Site and Brand Evaluations,” Journal of Interactive Marketing, 17 (4), 38–53.
   Web of Science ®Google Scholar
• Redondo, I., and G. Aznar (2018), “To Use or Not to Use Ad Blockers? The Roles of Knowledge of Ad Blockers and Attitude toward Online Advertising,” Telematics and Informatics, 35 (6), 1607–16.
   Web of Science ®Google Scholar
• Saunders, C., P. Tait, M. Guenther, and P.C. Dalziel (2015), “Consumer Preferences in Developing and Developed Country Markets of Relevance to New Zealand Exporters,” presented at the 143rd Joint EAAE/AAEA Seminar, Naples, Italy, March.
   Google Scholar
• Schlosser, A.E., S. Shavitt, and A. Kanfer (1999), “Survey of Internet Users’ Attitudes toward Internet Advertising,” Journal of Interactive Marketing, 13 (3), 34–54.
   Google Scholar
• Sekaran, U., and R. Bougie (2016), Research Methods for Business: A Skill Building Approach, John Wiley & Sons.
   Google Scholar
• Shareef, M.A., B. Mukerji, Y.K. Dwivedi, N.P. Rana, and R. Islam (2019), “Social Media Marketing: Comparative Effect of Advertisement Sources,” Journal of Retailing and Consumer Services, 46 (1), 58–69.
   Web of Science ®Google Scholar
• Shavitt, S., P. Lowrey, and J. Haefner (1998), “Public Attitudes toward Advertising: More Favorable Than You Might Think,” Journal of Advertising Research, 38 (4), 7–22.
   Web of Science ®Google Scholar
• Smit, E.G., L. Van Meurs, and P.C. Neijens (2006), “Effects of Advertising Likeability: A 10-Year Perspective,” Journal of Advertising Research, 46 (1), 73–83.
   Web of Science ®Google Scholar
• Soper, D.S. (2020), A Priori Sample Size Calculator for Structural Equation Models [Software], http://www.danielsoper.com/statcalc.
   Google Scholar
• Statista (2019a), “Number of Digital Video Viewers in the United States from 2018 to 2022,” https://www.statista.com/statistics/271611/digital-video-viewers-in-the-united-states/.
   Google Scholar
• Statista (2019b), “Number of Digital Video Viewers Worldwide from 2019 to 2023,” https://www.statista.com/statistics/1061017/digital-video-viewers-number-worldwide/.
   Google Scholar
• Statista (2019c), “YouTube Viewers in the United States 2018–2022,” https://www.statista.com/statistics/469152/number-youtube-viewers-united-states/.
   Google Scholar
• Statista (2020a), “Number of Digital Video Viewers in the Asia Pacific Region from 2019 to 2023,” https://www.statista.com/statistics/658228/digital-video-viewers-in-apac/.
   Google Scholar
• Statista (2020b), “Video Advertising,” https://www.statista.com/outlook/218/100/video-advertising/worldwide.
   Google Scholar
• Stewart, D.W., and P.A. Pavlou (2002), “From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media,” Journal of the Academy of Marketing Science, 30 (4), 376–96.
   Web of Science ®Google Scholar
• Styśko-Kunkowska, M.A., and D. Borecka (2010), “Extraversion and Evaluation of Humorous Advertisements,” Psychological Reports, 106 (1), 44–48.
   PubMed Web of Science ®Google Scholar
• Taylor, D.G., J.E. Lewin, and D. Strutton (2011), “Friends, Fans, and Followers: Do Ads Work on Social Networks? How Gender and Age Shape Receptivity,” Journal of Advertising Research, 51 (1), 258–75.
   Web of Science ®Google Scholar
• Think with Google (2019), “YouTube: Pakistan’s Most Popular Online Video Platform,” https://www.thinkwithgoogle.com/intl/en-apac/country/insights-pakistan/youtube-pakistans-most-popular-online-video-platform/.
   Google Scholar
• Tsang, M.M., S.C. Ho, and T.P. Liang (2004), “Consumer Attitudes toward Mobile Advertising: An Empirical Study,” International Journal of Electronic Commerce, 8 (3), 65–78.
   Web of Science ®Google Scholar
• Ul Haq, Z. (2012), “Attitude toward SMS Advertising: A Survey with Reference to Indian Consumers,” Journal of Internet Commerce, 11 (4), 271–90.
   Google Scholar
• Ünal, S., A. Ercis, and E. Keser (2011), “Attitudes towards Mobile Advertising: A Research to Determine the Differences between the Attitudes of Youth and Adults,” presented at the 7th International Strategic Management Conference, Paris, France, June/July.
   Google Scholar
• Varshney, U. (2003), “Location Management for Mobile Commerce Applications in Wireless Internet Environment,” ACM Transactions on Internet Technology, 3 (3), 236–55.
   Google Scholar
• Wang, Y., S. Sun, W. Lei, and M. Toncar (2009), “Examining Beliefs and Attitudes toward Online Advertising among Chinese Consumers,” Direct Marketing: An International Journal, 3 (1), 52–66.
   Google Scholar
• Webster, J., L.K. Trevino, and L. Ryan (1994), “The Dimensionality and Correlates of Flow in Human Computer Interactions,” Computers in Human Behavior, 9 (4), 411–26.
   Web of Science ®Google Scholar
• Wells, W.D. (1980), How Advertising Works, Chicago, IL: Needham Harper Worldwide.
   Google Scholar
• Wu, P.C., and Y.C. Wang (2011), “The Influences of Electronic Word-of-Mouth Message Appeal and Message Source Credibility on Brand Attitude,” Asia Pacific Journal of Marketing and Logistics, 23 (4), 448–72.
   Google Scholar
• Xie, F.T., N. Donthu, R. Lohtia, and T. Osmonbekov (2004), “Emotional Appeal and Incentive Offering in Banner Advertisements,” Journal of Interactive Advertising, 4 (2), 30–37.
   Google Scholar
• Xu, H., L.B. Oh, and H.H. Teo (2009), “Perceived Effectiveness of Text vs. Multimedia Location-Based Advertising Messaging,” International Journal of Mobile Communications, 7 (2), 154–77.
   Web of Science ®Google Scholar
• Yadati, K., H. Katti, and M. Kankanhalli (2013), “CAVVA: Computational Affective Video-in-Video Advertising,” IEEE Transactions on Multimedia, 16 (1), 15–23.
   Web of Science ®Google Scholar
• Yang, K.C., C.H. Huang, C. Yang, and S.Y. Yang (2017), “Consumer Attitudes toward Online Video Advertisement: YouTube As a Platform,” Kybernetes, 46 (5), 840–53.
   Web of Science ®Google Scholar
• Youn, S., and S. Kim (2019), “Understanding Ad Avoidance on Facebook: Antecedents and Outcomes of Psychological Reactance,” Computers in Human Behavior, 98 (1), 232–44.
   Web of Science ®Google Scholar
• YouTube (2016), “Non-Skippable In-Stream Ads,” https://support.google.com/youtube/answer/188038?hl=en.
   Google Scholar
• YouTube Statistics (2018), “Más de Mil Millones de Usuarios,” https://www.youtube.com/yt/press/statistics.html.
   Google Scholar
• Zanot, E.J. (1984), “Public Attitudes towards Advertising: The American Experience,” International Journal of Advertising, 3 (1), 3–15.
   Google Scholar
• Zhang, H., X. Cao, J.K. Ho, and T.W. Chow (2016), “Object-Level Video Advertising: An Optimization Framework,” IEEE Transactions on Industrial Informatics, 13 (2), 520–31.
   Web of Science ®Google Scholar