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Promotion
Mana ement

Journal of Promotion Management

ISSN: 1049-6491 (Print) 1540-7594 (Online)Journal homepage: https://www.tandfonline.com/loi/wjpm20

The Impacts of Consumer Personality Traits on
Online Video Ads Sharing Intention

Chang-Won Choi

To cite this article: Chang-Won Choi (2020) The Impacts of Consumer Personality Traits on
Online Video Ads Sharing Intention, Journal of Promotion Management, 26:7, 1073-1092, DOI:
10.1080/10496491.2020.17 46468

To link to this article: https://doi.org/10.1080/10496491.2020.1746468

a Published online: 03 Apr 2020.

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https://doi.org/10.1080/10496491.2020.1746468

https://10.1080/10496491.2020.17

https://www.tandfonline.com/loi/wjpm20

JOURNAL OF PROMOTION MANAGEMENT
2020, VOL 26, NO. 7, 107 1092
https//doi.org/10.1080/10496491.2020.1746468

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The Impacts of Consumer Personality Traits on Online
Video Ads Sharing Intention

Chang-Won Choi

University of South Carolina, Columbia, South Carolina, USA

ABSTRACT KEYWORDS
Despite the increasing importance of advertisement sharing, Big Five personality;

consumer personality;research on the characteristics of people sharing advertise­
advertisement sharing; v iral ments with others is limited. This study examines the impacts
advertis ing; audi-

of personality traits on online video advertising sharing inten­ ence targeting
tion (OVASI). The results show that extraversion, neuroticism,
and openness to experience among big-five personality traits
have positive impacts on OVASI. Particularly, the effect of
extraversion on OVASI was positive and the largest among
personality traits. Implications of the findings, as well as sug­
gestions for further research, are discussed.

Introduction

Video media is now shifting from TV to digital devices such as computers
and mobile phones. Cisco (2019), a technology conglomerate, forecasts that
video traffic will account for 82% of all consumer Internet traffic by 2022, up
from 75% in 2017. The online video ad spending in the U.S. will also increase
by 66% from 2018 to $29.6 billion by 2022 and is expected to account for
about one-half of television advertising spending (eMarketer, 2018).

As the online advertising market rapidly grows, consumers are being
exposed to more online ads. The flood of ads in online media might make
users perceive online video ads as irritating as they disrupt the consump­
tion of video content (Loureiro, 2018). Because consumers tend to use
digital media in a goal-oriented way, they perceive online video ads as
more intrusive than tradit

Substantive Ethics
I found this article by Mark S. Blodgett to be quite refreshing and informative in terms of the new perspectives being presented. In the article, the issue being presented is the differences between ethics and law within corporate programs. It is an interesting issue that not many seem to think about when mentioning business rules and regulations. Moreover, ethics and law are typically viewed as two completely separate things, but the author digresses. Blodgett believes that in order to better integrate ethical codes and legal terms into a corporation, both entities should be viewed as one and the same. This is a fair point because as mentioned in the article, ethical codes are used by more than 90% of companies today, yet law has not really sunken into businesses as much as it should. Also, as mentioned in the text, legal obligations can be easily ignored by business executives simply because they are ignorant of the laws that are proposed. This is another huge factor as to why laws and ethics should be two sides of the same coin and not be viewed as differences.
It must be mentioned that I do agree with the author and what the articles findings suggested. Both legal and ethical approaches should be taken when considering corporations and businesses in order to integrate a more fluent and accommodable environment. Additionally, I can imagine this study was a long and difficult one as over twenty different compliance areas were assessed in order to compile an accurate study. Not only that, the term frequencies needed to be operationally defined correctly which is no easy feat.
Overall, I feel this study is a very helpful and useful one not only for corporate business, but for anyone in the workplace. Legal obligations must be enforced but at the same time ethical codes must be placed so that businesses may prosper in a healthy way.
Justice at the Millennium
This article by Colquitt et al. was very interesting and insightful on the topic of justice and fairness. Before reading this study, I did not even consider what defines justice or how fairness is accounted for. The authors are correct when stating that we only judge something as just based on past research and experiences and I found this quite interesting. Furthermore, the authors found research studies dating back to 1975 up to the date of publication in order to see just how much things have changed in terms of the workplace. When considering this, it was a great choice to conduct this study as a meta-analysis to see the key differences between older definitions of justice, and a modern take on the concept. Between all this time, lots of rules and regulations have been implemented into what defines justice and more specifically, into the workplace. This study mainly focuses on how justice today plays a role in an organizational point of view rather than a courtroom, which can relate to a lot more people. Rightfully so, the researchers proposed three important ques

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