Factors Influencing Ad Abstinence Behaviors of YouTube Viewers: A Study on the Students of University of Barishal

Most. Sharmin Sultana, Tasmin Jahan and Md. Sakib Hossain
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Most. Sharmin Sultana: Department of Marketing, University of Barishal, Barishal -8254, Bangladesh.
Tasmin Jahan: Department of Marketing, University of Barishal, Barishal -8254, Bangladesh.
Md. Sakib Hossain: Department of Marketing, University of Barishal, Barishal -8254, Bangladesh.

Journal of Scientific Reports, 2024, vol. 7, issue 1, 28-39

Abstract: Online advertising has expanded quickly in the modern era to draw in a large number of targeted consumers. One of the most widely used venues for marketers and advertisers to promote their brands, goods, or services is YouTube. However, because most consumers prefer to ignore or bypass YouTube commercials, some are seen to be inefficient in influencing consumer purchase behavior. Therefore, the purpose of this study is to identify the variables affecting YouTube users' ad abstention behavior. It talked about the six criteria used in YouTube advertisements, which were disturbing, incredulity of ad message, ad clutter, time consuming, perceived unnecessariness, and interruptive to work. This study used an online survey and quantitative research methods to examine the problem statement with the goal of comprehending an individual's viewpoints. 140 individuals who have first-hand experience with YouTube streaming provided the data. The analysis of the collected data was done with SPSS version 22. Among the statistical techniques used were multiple regression analysis, correlation, reliability analysis, descriptive statistics, and hypothesis testing. The results demonstrated that all the six factors have a significant impact on the ad abstention behavior of YouTube viewers. Disturbance, time consumption, work interruption, ad clutter and perceived unnecessariness are thought to be the principal factors that should be taken into account when evaluating the effectiveness of YouTube commercials. The study's conclusions are important from a theoretical and practical standpoint.

Keywords: YouTube; YouTube Viewer; Social Media; Ad Skipping; Ad skipping behavior (search for similar items in EconPapers)
Date: 2024
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