Effect of mid-roll video advertising value and perceived intrusiveness on Facebook viewers' response: the mediating roles of attitude and word-of-mouth intention

Thavorn, Jakkrit; Trichob, Puripat; Klongthong, Worasak; Ngamkroeckjoti, Chittipa

Article

Effect of mid-roll video advertising value and perceived intrusiveness

on Facebook viewers' response: the mediating roles of attitude and

word-of-mouth intention

Cogent Business & Management

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Suggested Citation: Thavorn, Jakkrit; Trichob, Puripat; Klongthong, Worasak; Ngamkroeckjoti,

Chittipa (2022) : Effect of mid-roll video advertising value and perceived intrusiveness on Facebook

viewers' response: the mediating roles of attitude and word-of-mouth intention, Cogent Business &

Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 9, Iss. 1, pp. 1-22,

https://doi.org/10.1080/23311975.2022.2062091

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Effect of mid-roll video advertising value and

perceived intrusiveness on Facebook viewers’

response: the mediating roles of attitude and

word-of-mouth intention

Jakkrit Thavorn, Puripat Trichob, Worasak Klongthong & Chittipa

Ngamkroeckjoti

To cite this article: Jakkrit Thavorn, Puripat Trichob, Worasak Klongthong & Chittipa

Ngamkroeckjoti (2022) Effect of mid-roll video advertising value and perceived intrusiveness

on Facebook viewers’ response: the mediating roles of attitude and word-of-mouth intention,

Cogent Business & Management, 9:1, 2062091, DOI: 10.1080/23311975.2022.2062091

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MARKETING | RESEARCH ARTICLE

Effect of mid-roll video advertising value and

perceived intrusiveness on Facebook viewers’

response: the mediating roles of attitude and

word-of-mouth intention

Jakkrit Thavorn

, Puripat Trichob

, Worasak Klongthong

and Chittipa Ngamkroeckjoti

Abstract: Advertising plays an essential role for creating brand awareness that

leads to consumer behavior toward services and products. The objective of this

research is to investigate the role of mid-roll video advertising regarding its per-

ceived intrusiveness and value on viewers’ response to those ads. Data from 200

users who have experienced mid-roll video advertising were analyzed in a two-step

method via structural equation modeling (SEM) and confirmatory factor analysis

(CFA). The indirect impacts were investigated and compared via the bootstrap

approach. The analysis confirms that the value of mid-roll video advertising is

significantly and positively associated with attitude toward mid-roll video advertis-

ing and word-of-mouth (WOM) intention. In addition, the positive connection

between WOM intention and attitude as well as viewers’ response are observed.

However, the negative association between perceived intrusiveness and attitude is

ABOUT THE AUTHORS

Jakkrit Thavorn holds a PhD in

Technopreneurship and Innovation

Management from Chulalongkorn University. His

current research interests include strategic

management, innovation management, tech-

nology management, foresight, and business

model innovation.

Puripat Trichob received his Master’s Degree in

Business Administration from the Graduate

School of Business and Advanced Technology

Management, Assumption University.

Worasak Klongthong received his PhD in

Technopreneurship and Innovation

Management from Chulalongkorn University. His

research interests cover general management,

marketing management, and data analytics.

Chittipa Ngamkroeckjoti is a full-time Assistant

Professor at the Graduate School of Business

and Advanced Technology Management,

Assumption University. Her research field is

International Business Management,

International Corporate Strategy, and

Qualitative & Quantitative Methodologies.

PUBLIC INTEREST STATEMENT

In 2021, social media have penetrated Thais’

perception successfully. Along with the pandemic

thoroughly consuming external environments,

advertisements (ads) on social media create

paths for brands and companies’ images to

attract consumers. Video advertising in social

media is used to promote their brands and the

contents of products and/or services. However,

video advertisements, especially mid-roll ads, can

lead to negative feelings because these ads

interrupt viewers’ experiences of the continuation

of content while they are watching them. In this

study, the role of the mid-roll-ad value and per-

ceived intrusiveness on viewers’ responses was

investigated based on the advertising value of the

1995’s Ducoffe’s model. In addition, the media-

tion effect of attitude toward mid-roll ads and

word-of-mouth intention was studied. The

exploratory sequential mixed-method was

applied. As a result, there was a positive rela-

tionship between mid-roll-ad value, attitude

toward mid-roll video advertising, and word-of-

mouth intention whereas perceived intrusiveness

had a negative effect on the attitude. This paper

highlights how advertisers strategize their content

to successfully attract and satisfy the viewers.

Thavorn et al., Cogent Business & Management (2022), 9: 2062091

https://doi.org/10.1080/23311975.2022.2062091

Page 1 of 22

Received: 01 November 2021

Accepted: 28 March 2022

*Corresponding author: Chittipa

Ngamkroeckjoti, 592/3

Ramkhamhaeng 24, Hua-Mak,

Bangkapi, Bangkok 10240 Thailand

E-mail: [email protected]

Reviewing editor:

Carlos Gomez Corona, Consumer

Research, Firmenich SA, Mexico

Additional information is available at

the end of the article

Attribution (CC-BY) 4.0 license.

found as well in this research. For the contributions, the result not only strengthens

the importance of the advertising value theory as a framework to explain the

impact of advertising, but also provides recommendations for advertisers and con-

tent creators regarding some managerial actions that may need to be taken in

order to satisfy consumers.

Subjects: Strategic Management; Marketing; Organizational Studies

Keywords: online ads; mid-roll advertising value; perceived intrusiveness; attitude; word-

of-mouth intention; viewers response; Facebook; Thailand

1. Introduction

Since opening to the public in 2006 till the present, Facebook, one of social networking sites (SNSs), has

been one of the third most favorite social global media platforms in January 2022 (or 14.5% of global

internet users aged between 16 and 64 years old). This figure increases more than 10.1% compared to

the previous year (Kemp, 2022). Among those developed and emerging countries, Thailand ranked 8

of Facebook users (or 50.05 million users in 2022; Statista, 2022). The advertising of a brand on

Facebook is considered a powerful social media tool to effectively keep in touch with consumers

and turbulent changes of their demands over a period of time (Kang & Park, 2018), especially during

the COVID-19 pandemic (2020 onwards). The advancing marketing characteristic of social media is

certainly an influential instrument in increasing both business sustainability and brand popularity

(Shareef et al., 2019). Based on the statistics, it portrays the significance of video as an instrument for

brands and companies to engage their customers in advertising (Gaber et al., 2019).

Videos are able to grab viewers’ attention intuitively. The popular social media platforms

including Facebook and YouTube have high video traffic. An average of 8 billion views are produced

by Facebook daily while the usage of Youtube’s mobile video increases to almost 100% each year

(Rawat et al., 2019). It is convincing that video ads are online ads which can certainly help to

increase users’ spending to around 50%. Video advertising, one of the effective marketing tools, is

employed largely by companies to promote their respective brands and products (S.-L. S.-L. Wang

& Lan, 2018). Furthermore, the sales rate of video advertisements is higher compared to static

advertisements, thus enabling them to be used in promoting certain products or brands.

Recently, Facebook has launched the option for content creators to earn money by inserting

short ads into their videos. With in-stream ads, creators tend to make longer, authentic contents

that can earn money by inserting ads into qualifying videos. There are many types of ad place-

ments that can be inserted into content, including pre-roll, mid-roll, post-roll, and image ads

(Widmer, 2017). On Facebook, in-stream advertisements attain approximately on-target rate of

89%. Publishers can adapt their advertisements based on their Facebook audiences so that those

advertisements can reach their targeted audience on Facebook. Therefore, creators can make

a decision on videos they need to monetize (Mogaji, 2016).

Ad completion rate is largely employed by the media industry in measuring the effectiveness of

an ad. Ad completion rate is defined as the percentage of ads which people view entirely and do

not stop watching in the midst (Krishnan & Sitaraman, 2013). The objective of any advertising

campaign is to minimize abandonment and maximize rates of completion. With the rise in internet

video traffic, people prefer to use mid-roll advertisements to promote their businesses. The

content, quality and placement of an ad are significant in determining if the user shows an interest

towards watching the ad. Therefore, it is essential to investigate the factors that affect viewers’

response in terms of mid-roll advertisements on Facebook.

Several advertising researches on mid-roll advertising in the social media (the test was started

at the beginning of 2016) has investigated “viewer response” replaced as “consumer response” in

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this study as the ones who react based on his/her actual behavior towards mid-roll advertisement

on Facebook (as abbreviated as mid-roll ads; Berman, 2017; Hsin Chang et al., 2013;

Kongsagoonwong & Ngamkroeckjoti, 2018; Mukherjee & Banerjee, 2017).

Following the success of mid-roll advertising in other video service providers like Hulu, NBC, CNN,

YouTube, and Netflix, Krishnan and Sitaraman (2013) found that the global highest completion

rate of 97% was generated when mid-roll ads were inserted in the midst of videos compared to

pre-roll ads and post-rolls ads which generated completion rates of 74% and 45% correspondingly.

However, Kongsagoonwong and Ngamkroeckjoti (2018) found that Thai viewers determined mid-

roll advertising on YouTube as interference and disturbing their enjoyment of specific programs.

Moreover, they are unlikely to pay attention to content or message and opt for skipping.

Other literature reviews had researched mid-roll advertising in the UK Facebook right after

started in 2016, in-stream advertisements attain an approximately on-target rate of 89%

(Mogaji, 2016). Others also found that 90% of US viewers consistently watched mid-roll advertising

through to completion (Weaver, 2018). As a result, it is the nature of mid-roll ads of which it lends

itself to a variety of higher-quality viewer experiences, and should not be overlooked (Weaver,

2018; Widmer, 2017). Therefore, if the creator and administrators of personal Facebook under-

stand the viewers’ response well, they will design the online content that matches with the

(updated changes of) demand of “Facebooker” or Facebook users. In other words, they can view

on a timely basis. The administrators’ list cope wbith a new mobile application that includes tools

for streaming video, updating Facebook stories, and messaging people across such platforms

among the creator and administrators’ personal homepages (Kim, 2015; Rawat et al., 2019).

Hence, the aim of this study is to explore and investigate the determinants of viewer response

toward mid-roll advertising on Facebook, with two research objectives. First, we intend to develop

a theoretical model to examine the relationships among mid-roll advertising value, perceived

intrusiveness, attitudinal dispositions, and word of mouth intention toward viewer response in

the context of Thai. Second, we hope to investigate the application of the social influence

theoretical model in this study. We believe that the study will offer useful insights for both

advertising scholars and executives to understand the intricacies of how mid-roll advertising

affects viewer response and to assist marketers in devising better approaches to increase the

effectiveness of mid-roll advertising.

In this research, mid-roll ads value is the perception of users regarding the effectiveness and

worthiness of the value when they watch the Facebook mid-roll ads. Consumers’ perceived

intrusiveness is defined as consumers’ moment of being obstructed undesirably by the Facebook

mid-roll ads. In addition, the role of attitude toward mid-roll ads and word-of-mouth (WOM)

intention is also investigated as a mediating effect. Attitude is defined as a person’s perception

toward mid-roll ads. WOM Intention refers to users’ eagerness to convey their thoughts regarding

the mid-roll ads to other users.

This research is rationally organized into five sections. The first section explains the theoretical

background while the second describes the research design and methodology. The findings and

analysis are presented in the third section. The discussion section is provided as the fourth while

the final concludes the study where the implications, limitations of this study, and suggestions for

future research are provided.

2. Theoretical background and hypotheses development

2.1. Mid-roll video advertising value, attitude toward mid-roll video advertising, and

word-of-mouth intention

This study selects two sub-categories under the advertising value based on interview results. There

are the quality of information and the credibility. Ducoffe (1995) has conceptualized advertising

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value (or ads value) from the traditional approach in 1995 till reaching social networking sites

(SNSs) in 1996 and 2000. This study concerns about ads value of consumers perspectives under-

neath social media tools like Facebook. Zha et al. (2015) define ads values as the general image

and evaluation of the value of an advertisement to consumer’s attitude. Hsin Chang et al. (2013)

researched the quality of information on ads via the internet that consumers care about to be

accepted. Such quality copes with the relationship between e-service quality and consumers.

Moreover, ads should convince their target consumers to have greater intention to purchase

those brands, in addition to having more positive influence on the society to avoid the feeling of

intrusiveness. These results correspond to what Ducoffe and Curlo (2000) conceived that ads value

as a subjective assessment of worthiness or usefulness of advertising to users while this research

focuses on viewers’ response on mid-roll ads on Facebook. However, an advertisement which is

lack value will generally lead to unfavorable users responses. One dimension of traditional value

that they defined as informativeness ads focuses on its quality which indicates valuable, impor-

tance, and usefulness. This study instead focuses insightful on the quality of information from mid-

roll ads on Facebook based on interview results in the context of Thai, such as easily sources of

information, supplying complete product/brand information, brand content, storyline, distribution,

and key messages towards their attitude to be accepted.

Yang et al. (2017) defined how trust of people or customers when watching the advertisement.

Mukherjee and Banerjee (2017) referred to credibility as how much ability of the advertisers deliver

trustworthiness to the receivers or audiencesthat has an impact on consumers’ attitude under the

social networking ads (SNAs). They added that in the perspective of SMS-based mobile advertise-

ments, credibility of ads has been considered as a critical determinant for shaping consumers’

attitude towards the SMS advertisements. In similar lines, in the context of SNAs, it can be

expected that advertisement credibility has a positive impact on users’/consumers’ attitude

towards SNAs. Lastly, Logan et al. (2012) mentioned credibility as the fairness and factualness

of advertising in customers’ perception. Based on qualitative results, this study concerns about

how trustworthiness of ads, credible advertisers, truthfulness of contents, and accurate of updated

ads on time delivery.

Attitude refers to a person’s sentiments and assessments towards engaging in a certain

behavior (Ajzen & Fishbein, 1980). In an advertising context, attitude is perceived as a tendency to

engender positively or negatively toward advertising content (Luna-Nevarez & Torres, 2015).

Values serve as the foundation of attitudes towards advertising (Beatty et al., 1985). The perceived

value of an advertisement is greatly influenced by attitude towards advertising (Brackett & Carr,

2001). The value of advertising has portrayed a substantial effect on attitude toward mobile

advertising. The perceived value of web advertising helps to attain satisfaction which in turn

motivates users to exhibit favorable behavior (Zha et al., 2015). Even though both sub-categories

have launched in several reviews, however as a result of the in-depth interview, they provide

deeper insightsto question in the quantitative format. Thus, Hypothesis 1 is proposed as follows:

H1: Mid-roll video advertising value has a positive impact on attitude toward mid-roll video

advertising.

From the advertising perspective, José-Cabezudo and Camarero-Izquierdo (2012) determined

the benefits of electronic word-of-mouth (or e-WOM) via email in terms of its provocative content

that motivate unpaid peer-to-peer communication of persuasive messages from identified spon-

sors. Therefore, it is also particularly important for the firms or brands to choose individuals who

are especially motivated to engage in viral dynamics, as an activity from which they derive

entertainment and an opportunity to share. Even though Individuals who require high levels of

trust (conveying the message or indicating the message in its subject line) are more reluctant and

engage in viral dynamics less. Furthermore, in Malaysia, Lim (2015) found a significant relationship

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also emerges between internet advertising and e-WOM which will reflect only the way people feel

as a result of persuasive communication. However, this study examines the relationship between

mid-roll advertising value and WOM intention. In addition, how the efficiency of consumers’

attitude mediates the relationship between advertising value and WOM intention. The explanation

of the relationship between attitude and WOM intention is proposed in the Hypothesis 5.

The received messages will be perceived by users as useful if those messages fulfill their

requirements or contain valuable purchase data. Previous research examined the association

between consumers’ response and advertising attitude (Tsang et al., 2004). They found that unless

consumers are specifically consented to advertising value, they normally have negative attitudes

toward that value. Thus, there is a relationship between consumer beliefs and attitudes and

consumer behavior. The increase of consumers’ purchase intention will make consumers to exhibit

a positive behavior towards services or products (Ko et al., 2005). Wahid and Ahmed (2011) also

found that attitude mediates between advertisement and response to purchase of the advertised

products. Similarly, attitude was found to fully mediate the relationship between value towards

ads and intention to refer the ads to others (Kumar & Kaushal, 2016). Thus, Hypothesis 2 and

Hypothesis 3 are proposed as follows:

H2: Mid-roll video advertising value has a positive impact on word-of-mouth intention.

H3: Attitude toward mid-roll video advertising mediates the effect of mid-roll video advertising on

word-of-mouth intention.

2.2. Perceived intrusiveness and attitude toward mid-roll video advertising

Perceived intrusiveness undesirably affects an individual’s experience by interrupting the indivi-

dual’s privacy (Cho, 2004). Nevertheless, advertisement is not the basis of interruption. Dutta-

Bergman, 2006 mentioned that the successful advertisement depends on its capability to

enlighten consumers. An ad is only perceived as disturbing if the users feel that the advertisement

disrupts their objectives (Edwards et al., 2002).

Advertising intrusiveness refers to an advertisement that disrupts the smoothness of an editorial

unit (Tudoran, 2019). People may develop an unfavorable response, particularly when users’

opinions of their anticipated content are inhibited by marketers or an ad can only be closed by

users after watching it for a specific amount of time (Ha & McCann, 2008). Furthermore, users’ level

of perceived intrusiveness relies on subjective decisions of varied requirements (Hsieh et al., 2021).

The online environment is more disturbing than traditional media (Belanche et al., 2017). The goal

of online advertisements is to grab the attention of users; however, online advertisements seem to

bring interruption to users (Tang et al., 2015). Advertisements with overstated or unclear statements

may cause users to feel disrupted. Users will also feel annoyed if the advertisements are too long or

loud (Bauer & Greyser, 1968). Moreover, an individual’s objectives may be disrupted by advertisement

intrusiveness, particularly when pop-up advertisements appear and obstruct users’ activities

(Pelsmacker et al., 2019). Madhavan et al. (2019) also found that perceived intrusiveness is negatively

associated with the online advertisement, publisher’s website, and attitude towards brand.

Following the interview results, the researcher has updated the operational components to fit

with the feedback of the respondents from mid-roll ads of Facebook. These are, for example, hard

sell, time consumption, threatening privacy, incongruency, and annoying behavior. Therefore,

Hypothesis 4 is proposed as follows.

H4: Perceived intrusiveness has a negative impact on attitude toward mid-roll video advertising.

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2.3. Attitude toward mid-roll video advertising and word-of-mouth (WOM) intention

Attitude toward consumer behavior implies the degree to which the execution of behavior is valued

either positively or negatively (Ajzen & Fishbein, 1980). An attitude of a person affects his or her actual

reaction and intentions toward products or services (Hsin Chang et al., 2013). Attitude toward

advertising refers to an individual’s tendency to demonstrate a positive or negative reaction towards

a certain advertisement (Chen & Wells, 1999). According to MacKenzie et al., 1986, an individual’s

behavioral disposition is greatly affected by his or her attitude toward advertising.

WOM intention is vital in making purchase-related choices. It is found that positive WOM will

enable new users to develop interests toward certain products or services (Jones & Reynolds,

2006). Consumers will usually share an advertisement that they like to their friends on social

media platforms. In this context, consumers act as initiators of marketing campaigns on social

media platforms. A favorable WOM can be developed through attitude toward marketing on social

media (Durukan & Bozaci, 2012). Once a favorable attitude is developed for the advertisement, it

influences consumers’ intention to share information (WOM).

Moreover, Mukherjee et al. (2017) investigated the impact of attitude towards SNAs on

WOM intention. They considered both positive and negative results from attitude toward SNAs

to be applied. Their results indicated that the attitude towards SNAs once it has a positive sign,

resulting in positive WOM intention. There was a strong relationship between the attitude and

WOM intentions. Besides, the attributes SNAs of entertainment and credibility were getting

along together very well; they both have a strong influence on the attitude of consumers. It is

very important to the marketers in terms of its image, sales, and alliance with prospective and

existing customers. Chu and Chen (2019) examine the positive relationship between brand

attitude and e-WOM intention of consumers’ CSR-related activities in social media. Accordingly,

it is plausible to expect that viewers’ attitudes affect the WOM intention. Thus, it is hypothe-

sized that:

H5: Attitude toward mid-roll video advertising has a positive impact on word-of-mouth intention.

2.4. Attitude toward mid-roll video advertising and viewer response

Purchase intention is the decision of consumers in choosing to purchase a certain product or

brand. It enables marketers to understand the view of potential consumers on actual purchase.

Online purchase intention refers to the concept which strengthens consumers’ aim to buy a certain

product or brand via online platforms (Salisbury et al., 2001). Purchase intention is directly affected

by product attitude. The substantial predictor of purchase intention in the location-based adver-

tising context is attitude (Xu et al., 2009). Similarly, the increase in stock price and customers’

purchase intention are affected positively by brand attitude (E.-B. E.-B. Lee et al., 2017).

Few research upon e-mail advertising revealed that the behavioral intentions of an individual

are affected positively by his or her behavioral disposition. Users who think e-mail advertisements

are valuable would be more probably to surf the website of the company or go to the physical

store (Martin et al., 2003). According to Trivedi and Teichert (2019), customers tend to develop

favorable intentions and reactions towards companies and their product offerings, especially when

they have a favorable fondness towards an advertisement. Therefore, customers’ reaction is

affected favorably by their favorable behavior towards advertisements on social networking sites

(Y. Y. Wang & Sun, 2010). Thus, the following hypothesis is proposed.

H6: Attitude toward mid-roll video advertising has a positive impact on viewer response.

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H7: Word-of-mouth intention mediates the effect of attitude toward mid-roll video advertising on

viewers’ response.

2.5. Word-of-mouth (WOM) intention and viewer response

It is found in previous studies that intention has a substantial connection with viewer response.

The willingness of a person to have an active involvement with marketers helps to portray viewer

response in marketing campaigns (Hsin Chang et al., 2013). According to Kent and Brandal (2003),

viewer response defines a customer’s actual behavior. Customers tend to develop favorable

intentions and reactions towards companies and their product offerings, especially when they

have a favorable fondness towards an advertisement. Martin et al. (2003) stated that customers

will tend to show more favorable reactions if they have positive intentions towards marketers.

Therefore, the following hypothesis is proposed:

H8: Word-of-mouth intention has a positive impact on viewer response.

2.6. The conceptual framework

The conceptual framework is to investigate the connection among viewers’ response through mid-

roll video advertising value, perceived intrusiveness, attitude toward mid-roll video advertising, and

word-of-mouth (WOM) intention. figure 1 depicts the model and research framework and Figure 2

shows the mediation effect of Hypothesis 3 and Hypothesis 7.

3. Methods

3.1. Exploratory Sequential Mixed Method Design

This research uses an exploratory sequential mixed method research which presupposes a specific

juxtaposition of the qualitative and quantitative components consequentially. According to

Creswell and Clark (2017), exploratory designs are useful for exploring relationships when study

variables are not known, refining and testing an emerging theory, developing new psychological

assessment instruments based on an initial qualitative analysis, and generalizing qualitative

findings to a specific population. This research also designated specifically supports the purpose

Figure 1. The conceptual fra-

mework.

Note: H

and H

refer to indirect

effects which were mediated by

attitude toward mid-roll video

advertising and word-of-mouth

intention, respectively.

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of the phenomenon of mid-roll advertising launched on Facebook since the beginning of 2017 in

Thailand (Wagner, 2017).

As shown in figure 3, the first phase of qualitative data collection and analysis is followed by the

collection of quantitative data to test or generalize the initial qualitative results (Schoonenboom &

Johnson, 2017). There are three rounds of interviews; however, up until the third round, inter-

viewers are able to confirm the application of both independent and dependent variables from

nine interviewees with marketing backgrounds from at least three international companies located

in Thailand. Each round provides the researchers as much closed to validate the ideas generated

from the qualitative component based on the related literature reviews. In addition, the research-

ers had initiated and confirmed the usage of additional components of perceived intrusiveness,

quality of information, and appropriate length of time. The specific new variables derived from

interviewing sessions are, for example, feeling forced (hard-sell), wasting my time, threatening

privacy, incongruent content, and interrupting the original video.

Finally, qualitative research methodologies are used to explore why or how a phenomenon

occurs, to describe the nature of an individual’s experience on mid-roll advertising on Facebook,

while quantitative methodologies address questions about causality, generalizability, or magni-

tude of such effect on Facebook viewers’ responses (Berman, 2017). Therefore, the designed

conceptual model (figure 1) was tested out to confirm its application of Facebook with the

samples. Findings are compared, with other literature reviews under a different context.

3.2. Sample selection and data collection

In order to investigate the research hypotheses and test the suggested model, an online survey

questionnaire was employed as a quantitative approach in this study. This research was conducted

aiming at Facebook users in Thailand. In this study, Facebook users who are more than 18 years

old and have experienced Facebook mid-roll video advertising were selected as the target

Figure 2. The mediation effect of

Hypothesis 3 and Hypothesis 7.

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respondents. The online questionnaire survey was created via Google forms. The URL of the

surveys was sent through social media platforms, namely Facebook and LINE. The whole process

was undertaken on an entirely voluntary basis. The survey answers were sent to a link via Google

Form where data are stored in a password protected electronic format and confidentially kept.

Therefore, all responses remain anonymous. No one will be able to identify answers from respon-

dents. Facebook users were provided with a detailed explanation regarding the approach and

appropriate statistical tests that were applied when participating in the online survey.

According to Hair et al. (2010), structural equation modeling (SEM) analysis is suitable for

a minimum sample size of 200 or 10 cases per variable. This study contained 19 observable

variables, and thus the minimum sample size was 190. As a consequence, 200 surveys were

gathered after the data was collected and screened to be analyzed.

To assure the eligibility of respondents, screening questions such as “Have you ever seen/viewed

Facebook mid-roll video advertisings?” were applied in the survey. Respondents who provided

a “yes” answer are considered as the participants of the survey. When respondents took part in

the questionnaire, the definition of a Facebook mid-roll video advertising was explained to them as

follows: “Facebook mid-roll video advertising is activated for 5 to 15 seconds after viewer had

watched a video clip on Facebook for approximately 20 seconds without any authority to skip

button. Facebook makes its profit by offering the new advertising channel to the publishers for

their insert advertisements as video clips.”

3.3. Instrument development

In order to verify reliability and validity of the instruments, scales from previous studies were

adapted in this study. The questionnaires were divided into three parts: 1) screening questions, 2)

information regarding demographic and behavioral features of respondents, and 3) measurement

Figure 3. Exploratory sequential

mixed method design of this

research. Note: QUAL repre-

sents qualitative research and

QUAN represents quantitative

research.

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items. As for the measurement items, a four-point Likert scale was applied in this study ranging

from strongly agree (4) to strongly disagree (1).

The mid-roll video advertising value (VAL), which was the independent variable, was calculated

with five items in the proposed model, as per Hsin Chang et al. (2013). Perceived intrusiveness

(INTRU) was calculated with five items, as per Yang et al. (2017)) and Prendergast et al. (2009).

Attitude toward mid-roll video advertising (ATT) was assessed through three items, which was

altered from the findings of E.-B. E.-B. Lee et al. (2017). Word-of-mouth intention (WOM) was

assessed through three items, which was altered from the findings of Ranaweera and Karjaluoto

(2017). Viewers’ response (RES) was assessed through three items, which was altered from the

findings of Hsin Chang et al. (2013). The scale items are shown in Appendix (Table A1).

A pilot panel of 30 respondents was adopted to test the validity and reliability of the ques-

tionnaire. After that, we revised some minor improvements to ensure that the constructs were

well-understood, well-structured, evidently stated, and captured the key factors.

3.4. Data analysis

In order to conduct descriptive analysis, we employed Statistical Analysis System (SAS) software

version 9.4 in this study. Furthermore, the covariance-based structural equation modeling (CB-SEM)

was utilized in this study to analyze the data. This technique encompasses various statistical tools

such as path analysis for analyzing a multiple regression, factor loadings, and composite reliability

for assessing validity tests and reliability tests respectively. CB-SEM enables the exclusion of

measurement scales with low loadings such as lower than 0.5 and/or large error terms, thereby

improving the validity and reliability of the latent variables in the model, tested by the confirma-

tory factor analysis (CFA) (Hair et al., 2014). It also leads to the model with an acceptable fit,

verified by various indicators, between the observed and estimated models. In order to carry out

CFA and SEM, Analysis of Moments Structure (AMOS) software version 22.0 was employed to assess

the proposed hypotheses.

4. Results

4.1. Sample profile

A self-completed online questionnaire format was used to gather data in this study. Respondents

made an attempt to recollect their experience with the mid-roll advertisement via the Facebook

platform. According to their own opinions about mid-roll video advertising, respondents answered

the questions in the questionnaire. A total of 200 valid questionnaires were consolidated for the

purpose of analyzing the data. In order to investigate the demographic information, descriptive

statistics via SAS was applied in this study. It is portrayed that there were 56.50% of male

respondents while 42.50% of them were female respondents. Majority of the respondents were

aged between 25 and 34 years (79.50%), were single (91.00%), earned a bachelor’s degree

(68.00%), and were employed as employees in firms (68.50%).

4.2. Measurement model assessment

Confirmatory factor analysis (CFA) was applied in this study to assess the connection between the

constructs and their retained items. To evaluate the presumed connections among the variables,

separate tests and a complete CFA model for significance were conducted. There were five latent

variables and 19 observable variables in the proposed model. Table 1 portrays the constructs and

items for the measurement model.

To ensure the reliability of the model variables, the value of Cronbach’s alpha coefficient for each

of the constructs, corresponding to their scales, is between 0.767 and 0.845. These values are

larger than 0.7, ensuring the internal consistency of each construct (Taber, 2018). In addition, the

convergent validities of each construct were also computed. There are three requirements that

should be taken into account when measuring the convergent validity: 1) composite reliability (CR)

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of each construct has a value of at least 0.7; 2) average variance extracted (AVE) has a value of at

least 0.5; and 3) standardized factor loading has statistical significance of at least 0.5 (Awang,

2015). Table 1 portrays the convergent validity of the adjusted measurement model.

Overall, the acceptable level of the construct validity is shown through assessing results which

implicit that the 5 latent variables are reasonably fit for further structural model assessment.

Below are indicators of the goodness-of-fit for the measurement model: Chi-square = 249.578;

Degree of freedom = 134; Chi-square/degree of freedom (CMIN/df) = 1.86 (<3.00) (Hair et al.

(2010)); Goodness-of-fit index (GFI) = 0.90 (≥0.90; Marsh et al. (2020)); Comparative fit index

(CFI) = 0.941 (≥0.90); (Hu and Bentler (1999); Tucker—Lewis index (TLI) = 0.924 (≥0.90; Hox et al.

(2017); Root mean square error of approximation (RMSEA) = 0.066 (≤0.08) (Meyers et al. (2005)).

According to the data analysis, the goodness-of-fit indices met all requirements in the measure-

ment, thereby the data were in a good fit and structural model analysis could be further conducted

for the model.

Furthermore, the discriminant validity stipulates the extent of helping to distinguish each con-

struct (Rönkkö & Cho, 2020). In order to ensure the discriminant validity of constructs or latent

variables, the square root of AVE should be higher than the relationship between the respective

construct and other constructs. If any two latent variables possess an AVE which are larger than

the squared correlation (or coefficients) between those variables, they will thus possess discrimi-

nant validity. Table 2 depicts that all pairs of latent variables possess discriminant validity.

Table 1. Result of the adjusted measurement model

Constructs Standardized

factor loading

SE Critical ratio AVE CR Cronbach’s

alpha

VAL 0.536 0.848 0.843

VAL1 0.896 0.238 7.622

VAL2 0.633 0.145 8.213

VAL3 0.885 0.209 7.786

VAL4 0.587 0.146 6.754

VAL5 0.592 - -

INTRU 0.554 0.859 0.831

INTRU1 0.625 0.114 8.793

INTRU2 0.878 0.101 12.211

INTRU3 0.619 0.106 9.239

INTRU4 0.788 - -

INTRU5 0.776 0.111 9.909

ATT 0.694 0.871 0.845

ATT1 0.917 - -

ATT2 0.819 0.073 13.146

ATT3 0.755 0.106 9.196

WOM 0.559 0.786 0.767

WOM1 0.538 - -

WOM2 0.848 0.183 7.610

WOM3 0.818 0.193 7.515

RES 0.615 0.826 0.821

RES1 0.678 - -

RES2 0.783 0.120 9.685

RES3 0.878 0.121 10.503

Note: SE = Standard error, AVE = Average variance extracted, and CR = Composite reliability

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4.3. Structural model assessment

After assessing the measurement model, a structural model was analyzed using AMOS software

(version 22.0) to proceed a path analysis in order to examine the associations in the proposed

model. Below are the indicators of the goodness-of-fit indices: Chi-square = 278.846; Degree of

freedom = 137; Chi-square/degree of freedom (CMIN/df) = 2.035 (<3.00) (Hair et al. (2010);

Goodness-of-fit index (GFI) = 0.90 (≥ 0.90; Marsh et al. (2020); Comparative fit index

(CFI) = 0.927 (≥0.90; Hu and Bentler (1999)); Tucker—Lewis index (TLI) = 0.909 (≥0.90; Hox et al.

(2017); Root mean square error of approximation (RMSEA) = 0.072 (≤0.08) (Meyers et al. (2005).

The indicators fulfilled cutoff values, thus showing that the SEM model was a good fit.

Hypothesis 1 purposed that mid-roll video advertisings value is positively associated with attitude

toward mid-roll video advertising. The results revealed that there was a positive relationship

between the variables (β = .574, p < .001). The result was also statistically significant. Therefore, it

supported hypothesis 1. Mid-roll video advertisings value had positive relationship with WOM inten-

tion (β = .173, p < .05), hence supporting hypothesis 2. Conversely, perceived intrusiveness was

negatively associated with attitude toward mid-roll video advertising (β = −.335, p < .001), thus

supporting hypothesis 3. It was revealed that attitude toward mid-roll video advertisings had

a significant positive effect on WOM intention (β = .636, p < .001) and viewers response (β = .355,

p < .001), therefore supporting hypotheses 4 and 5. Furthermore, WOM intention showed positive

significant influence on viewers response (β = .536, p < .001), thereby supporting hypothesis 6.

Table 2. Discriminant validity of constructs

Construct VAL INTRU ATT WOM RES

VAL 0.536

INTRU 0.030 0.554

ATT 0.372 0.154 0.694

WOM 0.320 0.154 0.526 0.559

RES 0.317 0.305 0.510 0.632 0.615

Note: Italic bold values along the diagonal line represent the average variance extracted (AVE) while the other entries

represent the squared correlations.

Figure 4. Standardized path

coefficient and adjusted

R-squared.

Note: *** p < .001, * p < 0.05.

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The predictive power of a path model could be assessed through examining the coefficient of

determination (R-squared) of each hypothesized construct with higher values, suggesting greater

precision of prediction (Hair et al., 2010). Figure 4 portrays the test results of each hypothesis

which show the R-squared values and relationship significance of variables.

In order to test the mediation effect of mid-roll video advertisings value towards WOM intention via

attitude toward mid-roll video advertising, a bootstrapping technique was applied in this study with

95% bias-corrected confidence level (Yu et al., 2021). The results of mediation analysis showed that

mid-roll video advertisings value had a direct effect on WOM intention (β = .173, p < .05), and WOM

intention through attitude toward mid-roll video advertising had a considerable indirect effect of .365

(.574 x .636), confirming partial mediation (Collier, 2020).

Viewers response was directly affected by attitude toward mid-roll video advertisings (β = .355,

p < .001). The indirect coefficients were assessed and the mediating variable was involved. Then, WOM

intention was added to the model. The path coefficients (Attitude toward mid-roll video advertising →

WOM intention and WOM intention → viewers response) had an indirect value of .341 (.636 x .536),

suggesting partial mediation (Collier, 2020). Table 3 summarizes the mediation test results.

Table 4 shows the summary of all hypotheses testing both direct effect and indirect effect.

5. Discussions and implications

5.1. Discussions of the findings and research contribution

There are twofold contributions illustrated in this study. Firstly, this study offers the application of

fitted-in operational components with SNSs, especially Facebook. There are, for example, mid-roll

advertising value, perceived intrusiveness, ads attitude, WOM intention, and consumer response.

Second, this study offers a comprehensive theoretical model to explain the effectiveness of mid-

roll Facebook advertising.

The first objective provides insight of the adjusted variables to fit antecedents influencing view-

ers’ response on mid-roll advertising on Facebook based on the qualitative method. To achieve this

goal, the researchers developed semi-structured interview questions to gain a genuine feeling

from the target interviewees who had at least used Facebook more than 2 hours per day every day

in the past 6 months (from March to August). We had interviewed three rounds to gain the most

specific components till data is redundant at the end. As a result, this study found different

responses towards ads between email and Facebook. You only read ads in email while watching

ads in the form of videos on Facebook. Therefore, operational dimensions were re-designed and/or

re-adjusted to fit with a Facebook page (see Appendix (Table A2)).

The second objective provides an insightful presentation on how mid-roll ads value and other

antecedents influence viewers’ response and tests all hypotheses. To reach that goal, we re-

Table 3. Mediation test results

Path Direct effect Indirect effect Result

H3: Mid-roll video

advertisings value →

Attitude toward mid-roll

video advertisings → WOM

intention.

.173* .365*** Partial mediation

H7: Attitude toward mid-

roll video advertisings →

WOM intention → viewers

response.

.355*** .341*** Partial mediation

Note: *** p < .001, * p < 0.05.

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developed a theoretical model investigating the relationships among (after transformed) mid-roll

ads value, attitude, perceived intrusiveness, word-of-mouth intention, and viewers’ response. The

results show that there are either positive or negative significant relationships amongst all vari-

ables (see Table 4).

The findings of this study indicated that all the proposed hypotheses are supported. This study makes

the contributions to the marketing literature and practice. Firstly, we aimed to demonstrate that if mid-

roll ads on Facebook show their appropriate values they will be perceived as less intrusive to viewers, thus

leading to a greater tendency for Facebook to influence the consumer’s attitudinal and behavioral

dispositions. Even though Y.-G. Y.-G. Lee et al. (2016) and Mukherjee and Banerjee (2017) generally

focused on credibility and reliability of product/service information shown in the ads via television and/or

SNSs; however, our results specifically show up-to-date information without faking ones of ads will surge

higher favorable attitude of viewers’ response on time. Such quality information and the positive attitude

of FMVAs will play a major role to make customers understand clearly what the advertisers want to

convey the key message to others (Hsin Chang et al., 2013). Therefore, our results added on those positive

viewers will further discuss those key information derived from FMVAs more with others confirmed by

Ranaweera and Karjaluoto (2017) whose their work pointed out that a positive attitude will influence

a positive response. Our results successfully lead to a precise and up-to-date portrait of ads value towards

positive attitude and positive WOM intention under the context of MVAs of Facebook in Thailand.

Secondly, another proposition result we constructed was between the perceived intrusiveness and

attitude towards FMVAs. There is a negative relationship between perceived intrusiveness and favorable

attitudes. According to Logan et al. (2012) and McCoy et al. (2017), users’ attitudes towards a website are

affected by intrusive advertisements. Longer pre-roll and mid-roll video advertisements will increase

consumers’ unfavorable attitudes and feelings of intrusiveness towards those advertisements (Goodrich

et al., 2015). Abbasi et al. (2021) proposed that advertisers should comprehend consumers’ interest and

need as well as create a shorter version of advertisements with attractive content to overcome the

occurrence of perceived intrusiveness. Our result complies with those above models, we found that the

less those FMVAs interrupt the original video content, the more the favorable attitude towards FMVAs.

Thirdly, the final proposition was the direct and indirect relationships among variables including

attitude of FMVAs, WOM intention, and viewers’ response. Our result proved that all hypotheses

both direct and indirect show significant positive relationships among others. These results corre-

spond to the model designed by Hsin Chang et al. (2013) and Ranaweera and Karjaluoto (2017).

Table 4. Hypotheses testing results

Hypothesis Relationship Result

: FMVAs value → FMVAs attitude Direct Significant positive relationship

: FMVAs value → WOM intention Direct Significant positive relationship

: FMVAs value → FMVAs Attitude

→ WOM intention (Indirect)

Indirect Significant positive relationship

: Perceived intrusive → FMVAs

attitude

Direct Significant negative relationship

: FMVAs attitude → WOM

intention

Direct Significant positive relationship

: FMVAs attitude → Viewer

response

Direct Significant positive relationship

: FMVAs attitude → WOM

intention → Viewer Response

(Indirect)

Indirect Significant positive relationship

: WOM intention → Viewer

response

Direct Significant positive relationship

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To be more specific, Hsin Chang et al. (2013)’s model design indicates that the person’s attitude

will lead to behavior/action, which means that if a person has a positive attitude towards the ads,

he/she will positively intend to purchase or react towards ads. Our result corresponds to their

model which suggests that higher viewers’ favorable attitude that viewers think Facebook using

MVA’s is a smart idea, those will make use of ads video received in FMVAs.

A parallel relationship corresponds with Ranaweera and Karjaluoto (2017), who said that a positive

attitude will influence positive behaviour while this study points out that the higher viewers’ favorable

attitude that viewers think Facebook using FMVAs is a smart idea. Also, the model of Lien and Cao (2014)

revealed that attitudes significantly influence positive WOM behavior. This is in line with the findings of

Shih et al. (2013), showing that attitudes toward an online ad had a positive impact on WOM intention.

Consumers are generally more willing to suggest advertisements shown on social media platforms to

others since they like those ads or their content.

Moreover, Ranaweera and Karjaluoto (2017) and Kwok et al. (2019) showed that WOM and e-WOM are

key customer engagement and lead to purchase intention or positive response while this study if viewers

discuss any MVAs with others, those will make use of advice received in FMVAs. In conclusion, our results

successfully lead attitude and WOM intention towards MVAs of Facebook to viewers’ response. In other

words, a positive attitude towards the quality of advs will lead viewers to intend to have positive WOM

and to positively viewers’ response. Therefore, the advertisers who would like to put mid-rolls ads should

confirm the much higher value of ads to gain positive viewers attitude which led to a positive response at

the end.

For the theoretical contribution, this research offered a more understanding about the position of mid-

roll video ads value and intrusiveness. This research confirmed that the quality of mid-roll video ads value

and intrusiveness tended to be the factor that fostered the attitude toward mid-roll video ads, which

determined the level of WOM intention and viewers response on social media platform. The result

strengthened the importance of the Ducoffe theory in explaining the benefits of advertising value,

intrusiveness, attitude, and WOM intention, which were also consistent with the findings from prior

studies.

5.2. Practical implications

This research provides a recommendation for content creators and advertisers regarding

some managerial actions that may need to be taken in order to formulate and strategize

advertising for better reach and engagement. Firstly, content creators and advertisers should

provide the interesting and appropriate content to attract viewers’ attention. Moreover, the

length of ads time should be concise and get to the points as quickly as possible. The

storytelling advertising with verbal and visual components is recommended to create positive

consumers’ attitude (Tresa Sebastian et al., 2021).

Secondly, mid-roll video advertising can be shown during native videos, including live videos that

are being broadcasted in real-time. Thus, publishers and advertisers should match the content of

an advertisement to its targeted viewers. Publishers and advertisers may want to aim at including

advertisements in particular videos directly or remove some content completely based on their

targeted consumers. Furthermore, advertisers can apply the personalizing advertisement to match

their content with viewers’ memories on Facebook.

Lastly, publishers should consider their goals and disable non-skippable ads. In the midst of

generating brand awareness in a campaign, advertisers should make sure that the contents

of their advertisements present brand awareness favorably. Advertisers should consider their

targeted audience while planning to promote their brands. Advertisers should let the viewers

to be able to skip an advertisement after 5 seconds and this will certainly leave a good

impression. Viewers will be more likely to view the advertisement completely when they see it

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again in the future. Skippable function in an advertisement may be appropriate for the initial

campaign in order to get positive viewers’ response.

6. Conclusions, limitations, and further research

This study provides the latest insights into the understanding of factors determining con-

sumer behaviour, in other words, viewers’ response used in this study toward mid-roll ads on

Facebook. The exploratory sequential mixed method has been conducted to examine how to

improve mid-roll advertisement based on social networking sites (SNSs) especially Facebook.

We found perceptively new dimensions of the cognitive feeling of each variable used in this

framework. It is observed that all proposed hypotheses are found to fit the data of the study and

are supported. We also discover that attitude acted as a mediator for the relationship between ads

value while WOM intention for the attitude and consumer behaviour. Overall, this work contributes

to the development of a new theoretical model to explain the viewer response toward mid-roll

advertisements on Facebook.

Despite having contributions in the study, there are some limitations that still need to be acknowl-

edged. Firstly, this study used the cross-sectional method for collecting data. Therefore, this study could

only provide results that reflect the association between variables. The findings of this study require

future studies that use the experimental method to prove the causality between the variables. In

addition, this research was conducted before the coronavirus pandemic. After the pandemic, consumers

have embraced their digital lifestyle, leading to changes in social media habits. It is suggested to conduct

longitudinal research in order to find out the ways that users alter their perceived intrusiveness, attitude,

intention, and their response over time.

Secondly, the respondents in this study are mostly in the age between 25 and 34 years

(accounted for 79.5% of total respondents). This may lead to the conclusion of the viewer

response toward the mid-roll ads in a particular age range. However, this age range is the

main population in Thailand who spend most of the time on social media (e.g., Facebook),

thus the results can be useful for marketers to launch appropriate ads on Facebook to get

positive feedback from the main viewers.

Thirdly, the research was conducted using the sample of Facebook users in Thailand. Since the

research only involved users of a country, the results may not be generalized to users in other

nations. In order to verify and broaden the results, it is suggested that future research can assess

the proposed model by using the sample in other nations.

Besides that, this study only involved Facebook throughout the process of conducting this study.

Therefore, it is recommended that different types of social media can be employed in future

research to compare and examine the differences in mid-roll video advertising among a variety

of social media platforms.

Acknowledgements

This research was supported by the Graduate School of

Business and Advanced Technology Management,

Assumption University.

Funding

The authors received no direct funding for this research.

Author details

Jakkrit Thavorn

ORCID ID: http://orcid.org/0000-0002-8341-4203

Puripat Trichob

ORCID ID: http://orcid.org/0000-0003-1186-2581

Worasak Klongthong

ORCID ID: http://orcid.org/0000-0003-1717-216X

Chittipa Ngamkroeckjoti

E-mail: [email protected]

ORCID ID: http://orcid.org/0000-0003-0165-712X

Technopreneurship and Innovation Management

Program, Graduate School, Chulalongkorn University,

Bangkok, Thailand.

Graduate School of Business and Advanced Technology

Management, Assumption University, Bangkok,

Thailand.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Citation information

Cite this article as: Effect of mid-roll video advertising

value and perceived intrusiveness on Facebook viewers’

response: the mediating roles of attitude and word-of-

mouth intention, Jakkrit Thavorn, Puripat Trichob,

Thavorn et al., Cogent Business & Management (2022), 9: 2062091

https://doi.org/10.1080/23311975.2022.2062091

Page 16 of 22

Worasak Klongthong & Chittipa Ngamkroeckjoti, Cogent

Business & Management (2022), 9: 2062091.

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Appendix

Table A1. Scale items

Latent variable Observed variables

Mid-roll video advertising value (VAL) VAL1 Mid-roll video advertising provides appropriate

length of ads time.

VAL2 Mid-roll video advertising provides up-to-date

information.

VAL3 I believe the video ads shown by the mid-roll

video advertising platform.

VAL4 Facebook always chooses the reliable

advertisers for mid-roll video advertising

platforms.

VAL5 I feel that I am precisely notified after watching

the mid-roll video advertising.

Perceived intrusiveness (INTRU) INTRU1 When the mid-roll video advertisings were

shown, I feel forced.

INTRU2 When the mid-roll video advertisings were

shown, I feel that my time was wasted by the

videos.

INTRU3 When the mid-roll video advertisings were

shown, I feel that my privacy was at risk.

INTRU4 When the mid-roll video advertisings were

shown, I feel that it disrupts the original content

of the video.

INTRU5 When the mid-roll video advertisings were

shown, I feel that it was unrelated to the

original video.

Attitude toward mid-roll video advertisings

(ATT)

ATT1 I like the idea of Facebook using mid-roll video

advertisings.

ATT2 The use of mid-roll video advertisings in

Facebook is a good idea.

ATT3 The use of mid-roll video advertisings in

Facebook is a smart idea.

WOM intention (WOM) WOM1 I will discuss the mid-roll video advertisings with

other people whether positively or negatively.

WOM2 I will encourage other people to watch the mid-

roll video advertisings.

WOM3 I will post/share messages about the mid-roll

video advertisings on some internet message

boards.

Viewers response (RES) RES1 I stay tune to the Facebook mid-roll video

advertising until it is over.

RES2 I often make use of ads video received in mid-

roll video advertisings.

RES3 I want to view Facebook mid-roll video

advertising in the future.

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Table A2. Operationalization table of variables

Definition by authors Interviewees feedback

Quality of Information refers to the quality video

provided the content or information in the Facebook

mid-roll video advertisements (FMVAs) (Hsin Chang

et al., 2013; Yang et al., 2017).

Brand, Content, Key message, Storyline, Place to get,

Product, Price, Description, Up-to-date information,

Appropriate length of ads time

Credibility defines as how the Facebook mid-roll

video advertisements (FMVAs) can be believed/trusted

or not (Prendergast et al., 2009; Yang et al., 2017).

Truth, Sincerity, Honesty

Perceived Intrusiveness refers to being negatively

interrupted by the Facebook mid-roll video

advertisements (FMVAs) while viewing or watching

the video on Facebook (Hsin Chang et al., 2013;

Prendergast et al., 2009; Yang et al., 2017).

Hard sell (feel forced), Waste my time, threaten

privacy, Not related (congruence) like watch football

video but the female apparel product ads show,

Interrupt the original video content (Annoying)

FMVAs Attitude refers to customers’ beliefs and/or

opinions to the Facebook mid-roll video

advertisements (FMVAs), which can be whether

positive or negative after experienced with or have

watched, seen, viewed, heard (E.-B. E.-B. Lee et al.,

2017; Y.-G. Y.-G. Lee et al., 2016).

Smart, mid-roll advertising

WOM Intention means the customers’ desire to

express and share their thinking as well as attitudes

about the related FMVA’s topics (FMVA’s itself, product

or services from advertisers, content) to others

(Mukherjee & Banerjee, 2017; Ranaweera &

Karjaluoto, 2017).

Positive and negative points of view

FMVAs Viewers’ Response once users have watched

the Facebook Mid-roll Video Advertisements (FMVAs),

they will react or respond to their actual behaviors to

the FMVAs (Hsin Chang et al., 2013).

Watch, product/service on mid-roll ads

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