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possible theoretical rationales for why context should affect reactions to ads. ( B.J. Calder et al. / Journal of Interactive Marketing 23 (2009) 321–331) . 1.11 Second -order factor structure One factor, Personal Engagement, is manifested in experiences that are very similar to those that people have with newspapers and magazines. For exam- ple, people have social experiences with both print and online content by bring- ing up an article they read; just as reading a newspaper at the breakfast table can be habitual, so can reading a website. (B.J. Calder et al. / Journal of Inter- active Marketing 23 (2009) 321–331). YouTube as a platform can be com- pared with watching TV as a habitual form of behavior - since turn on TV after working day become daily basis. Nowadays, watching YouTube gives mental relieve to fill the time and it is a part of Personal Engagement. The second factor, Social-Interactive Engagement, is weighted more to expe- riences that are unique to the web, such as participating in discussions and socializing with others through a site. These experiences give Social- Interac- tive Engagement its dominant social character. This finding gives empirical support and specificity to the idea that the Internet is a different kind of me- dium. (B.J. Calder et al. / Journal of Interactive Marketing 23 (2009) 321–331). However , for the concrete research my understanding of engagement is more concentrated on Social - Interactive engagement, since YouTube platform 48PDF Image | YouTube as an advertising platform
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