The Mitigators of Ad Irritation and Avoidance of YouTube Skippable In-Stream Ads: An Empirical Study in Taiwan

The Mitigators of Ad Irritation and Avoidance of YouTube Skippable In-Stream Ads: An Empirical Study in Taiwan

On YouTube, skippable in-stream advertisements (ads) are critical income for both YouTube and content creators. However, ads inevitably irritate viewers, and as a result, they tend to avoid ads. Thus, this study attempts to identify potential mitigators—source attractiveness and reciprocal altruism—...

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Bibliographic Details
Main Authors: Hota Chia-Sheng Lin, Neil Chueh-An Lee, Yi-Chieh Lu
Format: Article
Language:English
Published: MDPI AG 2021-09-01
Series:Information
Subjects:
ad irritation
ad avoidance
reciprocal altruism
source attractiveness
skippable instream ad
Online Access:https://www.mdpi.com/2078-2489/12/9/373

Internet

https://www.mdpi.com/2078-2489/12/9/373

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