Internal and External Factors Influencing Millennials’ Sharing Behaviour of Online Video Advertisements

This study aimed to uncover the internal and external factors driving Millennial consumers to engage in Online Video Advertisements (OVAs) sharing. Underpinned by the Theory of Planned Behaviour (TPB), the internal factors tested in this study were attitude, subjective norms, and perceived behavioural control. The external factors predicted to influence consumers’ intention and actual sharing behaviour of OVAs were company reputation, brand awareness, and celebrity endorsement were underpinned by Stimulus Organism Response Model (S-O-R). The study included perceived intrusiveness as a moderator between the aforementioned antecedents and the sharing behaviour of OVAs. A total of 220 Millennial respondents was collected in Selangor, Malaysia. Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis showed that attitude and subjective norms significantly predict consumers’ intention to share OVAs. In terms of external antecedents, only celebrity endorsements were found to positively influence the sharing intention of OVAs. The study also revealed that perceived intrusiveness negatively moderates the effects of attitude and social norms on the intention to share OVAs.