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

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 attit...

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Bibliographic Details
Main Authors: Donia Adnan Moawad, Hanan Gunied, Asmaa El-Mously
Format: Article
Language:English
Published: Academy Publishing Center 2023-10-01
Series:Insights into Language, Culture and Communication
Subjects:
attitude towards purchasing, millennial, purchasing behavior, purchasing intention, skippable in-stream youtube advertisements
Online Access:http://apc.aast.edu/ojs/index.php/ILCC/article/view/693
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