Do you want me to watch this ad on social media? The effects of norms on online video ad watching

Joonghwa Lee, Mikyoung Kim, Chang Dae Ham, Soojung Kim

Research output: Contribution to journalArticlepeer-review


This study examines the influences of norms on consumers’ intentions to watch online video ads on social media. The social norms approach and the theory of reasoned action (TRA) were adopted as theoretical frameworks. In addition, the effects of interpersonal and social influences on the three personal-level norms were examined as the antecedents of normative perceptions. To test the hypothesized model, an online survey was conducted with 313 undergraduate students. A confirmatory factor analysis was used to validate the measurement constructs of the model, and a structural equation modeling was used to identify the relationships among constructs in the model. Findings indicate that personal injunctive norms and subjective norms were positively related to consumers’ intention to watch online video ads. Interpersonal and social influences were positively related to three normative perceptions regarding online video ad watching. The findings of this study contribute to the research stream on social norms approach and TRA and provide practical implications for advertising and marketing practitioners.

Original languageEnglish (US)
Pages (from-to)456-472
Number of pages17
JournalJournal of Marketing Communications
Issue number5
StatePublished - Sep 3 2017


  • Online video advertising
  • normative influences
  • norms
  • social influences
  • social norms approach
  • theory of reasoned action (TRA)

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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