Papers by Donny Wijayanto
Nowadays more and more marketing practitioners and researchers are interested in online video adv... more Nowadays more and more marketing practitioners and researchers are interested in online video advertisement because of its potential to create viral effects. Online video advertisement possesses branding characteristics of TV Ads as well as the interactivity of the internet. Built upon identity theory and expanded Traditional Advertising Model, this study aims to examine the antecedents of message self-expressiveness and attitude toward the ads, also its implications towards the intention to share online video advertisement. An empirical analysis is conducted through a structural equation model using online survey data of 101 digital native YouTube viewers. The result of structural model estimation shows the positive impact of self-brand congruity and entertainment value toward message self-expressiveness, while the relationship of product category involvement toward message self-expressiveness is not confirmed in this research. This research also demonstrated the positive influence...
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Papers by Donny Wijayanto