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Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta

Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta

Adilla Anggraeni, Sarah Diandra
Copyright: © 2017 |Volume: 8 |Issue: 1 |Pages: 13
ISSN: 1947-9638|EISSN: 1947-9646|EISBN13: 9781522513131|DOI: 10.4018/IJABIM.2017010103
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MLA

Anggraeni, Adilla, and Sarah Diandra. "Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta." IJABIM vol.8, no.1 2017: pp.38-50. http://doi.org/10.4018/IJABIM.2017010103

APA

Anggraeni, A. & Diandra, S. (2017). Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta. International Journal of Asian Business and Information Management (IJABIM), 8(1), 38-50. http://doi.org/10.4018/IJABIM.2017010103

Chicago

Anggraeni, Adilla, and Sarah Diandra. "Self-Expressiveness as Consumers' Motivation to Share Online Video Advertisements in Jakarta," International Journal of Asian Business and Information Management (IJABIM) 8, no.1: 38-50. http://doi.org/10.4018/IJABIM.2017010103

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Abstract

This study is a replication study of Self-Enhancement as a Motivation for Sharing Online Advertising by David G. Taylor, David Strutton, and Kenneth Thompson (2012). This study involves two different types of advertisement; one for low involvement product (mineral water) and one of high involvement product (mobile phone service provider). The result of this study shows that product category involvement increases consumer self-expressiveness. The regression output provides indication that there is a direct positive linear relationship between product category involvement and self-expressiveness. The findings of this study would be beneficial for managers in advertising industry especially in online advertising industry. It provides the marketing manager with helpful information to formulate online advertisement that aims to go viral by maximizing the use of digital media. It helps the marketer to better understand the consumer motives behind their decision to share advertisement. This could be useful in designing the appropriate promotion strategy.

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