Examining some dynamics related to YouTube ad clutter in a high–clutter context
| Autor: | Tharindu Senarathna, Dinuka Wijetunga |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2024 |
| Předmět: | |
| Zdroj: | South Asian Journal of Marketing, Vol 5, Iss 1, Pp 1-14 (2024) |
| Druh dokumentu: | article |
| ISSN: | 2738-2486 2719-2377 |
| DOI: | 10.1108/SAJM-04-2023-0025/full/pdf |
| Popis: | Purpose – This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies (These YouTube channels tend to have a greater ad clutter since their videos have embedded ads of programme sponsors in addition to regular YouTube advertisements). Design/methodology/approach – Employing a positivistic, quantitative methodology, the study collected data through an online survey from a sample of 295 YouTube viewers in Sri Lanka. Data were analysed using the regression-based PROCESS macro, utilising the SPSS software. Findings – Ad clutter has a negative impact on viewers' attitudes towards the YouTube channel, but only indirectly, through irritation. Skippability of advertisements does not moderate the relationship between ad clutter and ad irritation, but non-skippability increases ad irritation (direct relationship). Practical implications – YouTube channel owners should pay careful attention to having an optimum level of advertising because clutter resulting in high ad irritation leading to a negative attitude towards the channel could reduce subscriptions. Offering an ad skippability option is unlikely to reduce irritation if there is high clutter. Originality/value – Although ad clutter is well-researched, its impact on viewer responses to online media channels is uncommon. With YouTube poised to become a top ad revenue-generating medium, this study contributes by examining some dynamics related to ad clutter in a possibly high-clutter context. |
| Databáze: | Directory of Open Access Journals |
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