jbm@fe.unpad.ac.id
euis soliha:

I believe that you would serve as an excellent reviewer of the manuscript, "Motivation for Sharing Online Video Advertisement: Integrating Identity Theory and The Expanded Advertising Model," which has been submitted to Jurnal Bisnis dan Manajemen. The submission's abstract is inserted below, and I hope that you will consider undertaking this important task for us.

Please log into the journal web site by 2020-04-06 to indicate whether you will undertake the review or not, as well as to access the submission and to record your review and recommendation.

The review itself is due 2020-04-13.

Submission URL: http://journal.feb.unpad.ac.id/index.php/jbm/reviewer/submission/71?key=ACCESS_KEY

Thank you for considering this request.

Deru R Indika
SINTA ID: 5991796, Universitas Padjadjaran
deru.indika@unpad.ac.id



"Motivation for Sharing Online Video Advertisement: Integrating Identity Theory and The Expanded Advertising Model"

Abstract
Nowadays more and more marketing practitioners and researchers are interested in an online video advertisement because of its potential to create viral effects. Online video advertisement possesses branding characteristics of TV Ads as well as the interactivity of the internet. Built upon identity theory and expanded Traditional Advertising Model, this study aims to examine the antecedents of message self-expressiveness and attitude toward the ads, also its implications towards the intention to share online video advertisement. An empirical analysis is conducted through a structural equation model using online survey data of 101 digital native YouTube viewers in Jakarta. The result of structural model estimation shows the positive impact of self-brand congruity and entertainment value toward message self-expressiveness, while the relationship of product category involvement toward message self-expressiveness is not confirmed in this research. This research also demonstrated the positive influence of Self-brand congruity, entertainment value and information value upon attitude toward the ads. On the side of the consequences, message self-expressiveness and attitude toward the ads proved to be the driving force of intention to share
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Jurnal Bisnis dan Manajemen
http://journal.feb.unpad.ac.id/index.php/jbm