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The Impact of YouTube advertising clutter on the viewers’ attitude towards YouTube channels owned by mainstream television channels

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dc.contributor.author Senarathna, T
dc.date.accessioned 2023-01-05T06:15:32Z
dc.date.available 2023-01-05T06:15:32Z
dc.date.issued 2022-12-01
dc.identifier.uri http://dl.lib.uom.lk/handle/123/20102
dc.description.abstract The impact of exposure to advertising clutter while watching television programs on offline media and the subsequent attitude generation of viewers towards offline media have been discussed extensively in marketing. However, surprisingly, the impact of advertising clutter on online media and the viewers' attitude towards online media have been examined only to a limited extent in marketing. Most importantly, the impact of advertising clutter on YouTube, which now has the fiercest competition for the online media that broadcasts television programs, does not seem to have sparked any discussion in recent times. Accordingly, the discussion on viewers' attitude towards YouTube TV channels with advertising clutter has also been marginalized. This study investigated the impact of YouTube advertising clutter on viewers' attitude towards YouTube channels owned by mainstream television channels. A cross-sectional survey was employed, utilizing 305 YouTube viewers. The analysis, which used regression analysis, indicated that the perceived advertising clutter has no significant direct effect on viewers' attitude towards the YouTube TV channel. However, it was found that the perceived YouTube advertising clutter significantly impacts viewer irritation which, in turn, leads to a negative attitude towards the YouTube TV channel, even though this negative effect is minor. Results related to the impact of additional mobile data cost incurred by YouTube advertising clutter were counterintuitive, and this could be due to measurement error. The moderator impact of the skippable or non-skippable nature of YouTube advertisements on the relationship between perceived YouTube advertising clutter and irritation was insignificant. en_US
dc.language.iso en en_US
dc.publisher Business Research Unit (BRU) en_US
dc.subject YouTube TV en_US
dc.subject Social media advertising en_US
dc.subject Advertising clutter en_US
dc.subject Skippable advertisements en_US
dc.subject Data cost en_US
dc.title The Impact of YouTube advertising clutter on the viewers’ attitude towards YouTube channels owned by mainstream television channels en_US
dc.type Conference-Full-text en_US
dc.identifier.year 2022 en_US
dc.identifier.conference International Conference on Business Research en_US
dc.identifier.place Moratuwa en_US
dc.identifier.pgnos pp. 275-292 en_US
dc.identifier.proceeding 5th International Conference on Business Research en_US
dc.identifier.email tharindu.prabathpro@gmail.com en_US


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