2015
DOI: 10.17265/2159-5836/2015.04.006
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Abstract: Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals' motivational orientation in the context of advertising plays a key role in ad preference and effectiveness, few studies have been carried out to investigate the effect of online English advertising on international consumers with different motivational orientations in non-English speaking populations.Accordingly, this article examines the effects of motivational …

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