Exploring the Influence of Social Interaction Characteristics on Advertising Attitudes Toward Online Video Platform Users.

The comprehensive evaluation of advertisements can be affected by the interactive relationships among the online video platforms and their user bases. These spontaneous interactions manifest sociability features and represent a unique cultural phenomenon on diverse video platforms. The purpose of the study is to understand the impact of social interaction characteristics on the attitudes of users toward online video advertising. A survey was conducted with responses from 297 participants. Results suggested that the perceived value of advertising can significantly predict the tendency of users’ attitudes toward online video advertising. Social interaction characteristics are essential in positively shaping users’ advertising attitudes. With a higher intensity of video platform engagement and social ties, users have a more positive perception of the advertisement.