Extending Expectancy Violations Theory to Multiplayer Online Games: The Structure and Effects of Expectations on Attitude Toward the Advertising, Attitude Toward the Brand, and Purchase Intent
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DOI: 10.1080/10496491.2018.1500411
Abstract: Abstract This study identified the underlying structure and the dimensional properties of multiplayer online game (MOG) expectations by adopting expectancy violations theory (EVT) and examined its effects on attitudes and behavioral intention for in-game ads.… read more here.
Keywords: purchase intent; toward advertising; attitude toward; structure ... See more keywords
Negative factors of beliefs toward advertising on Facebook and their effect on attitudes
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DOI: 10.21511/ppm.15(2-2).2017.09
Abstract: Previous research has studied the effects of materialism, value corruption and falsity, which were identified by Pollay and Mittal (1993) as negatively impacting the beliefs about advertising. Few, if any, assessed negative beliefs about Facebook… read more here.
Keywords: advertising; facebook; advertising facebook; negative factors ... See more keywords