Sharif Digital Repository

Nowadays, we have been faced with an increasing number of people who are spending tremendous amounts of time all around the world on YouTube. To date, the factors that persuade customers to accept YouTube advertising as an advertising medium are not yet fully understood. The present paper identified four dimensions towards YouTube advertising (i.e., entertainment, Informativeness, Customization and irritation) which may be affected on advertising value as well as brand awareness, and accordingly on purchase intention of consumers. The conceptual model hypothesizes that ad value strategies are positively associated with brand awareness, which in turn influence perceived usefulness of You Tube... 

Robotic blimps have a wide range of applications, such as monitoring activities in their surroundings, advertising, and performing on stages. They also have remarkable capacities to be used as a social robot. In this research, a manually operated social robotic blimp has been developed intending to interact with children as a social agent and attract adults’ attention as an entertainer in indoor public environments. Since the appearance of a social robot has a significant impact on its acceptance, first, we acquired opinions of several participants on the shape of a desired floating robot. The results revealed that a simple spherical structure adequately draws people’s attention. After...