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of users to participate with others and socialize on the site. YouTube offers the option to fill the need of participation and socializing by checking com- ments (see 1.11 Second -order factor structure) I participate in discussions by commenting under a video • B.J. Calder et al. / Journal of Interactive Marketing 23 (2009) suggest the theory of using Social-Interactive Engagement as a tool to connect with us- ers. The web gives unique experiences, such as participating in discussions and socializing with others through a site. The last question suggests checking out the video advertising and share your reaction by choosing from the five-step graphical presentation of a face corre- sponding to alternatives ranging from "very unsatisfied" to "very satisfied". Table 1 presents summarized question items and sources supported each hypothesis. 66PDF Image | YouTube as an advertising platform
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