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What Makes People Share?: The Effects of Online Ads on Consumers' Sharing Intentions
Abstract
Digital marketing has become an important tool for businesses to reach a wider audience. Many companies, therefore, apply online ads in order to gain new customers. However, since the number of companies that try to benefit from digital marketing is very high, the online ads sector is now more competitive. Drawing consumers' attention is not easy anymore. Therefore, this study focused on the factors that make people share. For this purpose, this study conducted a survey with 253 consumers. The results show that attitudes toward online ads, search intention, and social media product browsing have positive impacts on consumers' sharing intentions. In this study, the authors also wondered, how do online ad types differ from each other in terms of shareability? To understand this, this study did 15 face-to-face interviews and found that consumers prefer to share online ads with text and image rather than video ads. Easiness to share, brief information, and being understandable are the three factors that lead consumers to prefer to share text and image-based online ads.
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