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—...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-09-01
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| Series: | Information |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2078-2489/12/9/373 |