A study of “forced-ad resistance” leading to “Skip Ad” on YouTube
Main Article Content
Abstract
The current policy of YouTube forces viewers to watch ads for at least 5 seconds before appearing “Skip Ad” button to continue watching the video. Recent studies show that a large percentage of watchers skip YouTube ads whenever possible but the factors behind such viewers behavior has not been analyzed so far. This paper presents two concepts aiming understanding of YouTube users’ behavior and maximizing the ad effectiveness by exploring; “forced-ad resistance” (FAR) and “ad-characteristics resistance” (ACR) factors. Current study aims to discuss to what extent ad-skipping behavior is affected by the influence of each one of these two factors, and to explore the significant impact of four demographic characteristics: age, gender, education, and income. The data were collected from 2531 of YouTube users through an online questionnaire. The validity and reliability of the results were tested by using a set of statistical measures through SPSS. Based on our findings, recommendations for academics and practitioners in the field of advertising are made.
Downloads
Metrics
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
