Analyzing the Customer Perception of YouTube Skippable Pre-Roll Advertising (Case Study: Sam Ratulangi University)

Abstract

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 if only on their perception they like it or not. Thus, this study attempts to identify potential litigators—source attractiveness of ad irritation and avoidance in the context of YouTube skippable in-stream ads. Using direct interview in University of Sam Ratulangi Manado. The findings show that while ad irritation has a positive effect on ad avoidance, reciprocal altruism can significantly reduce both ad irritation and avoidance. However, source attractiveness fails to mitigate ad irritation and avoidance. Theoretical and managerial implications of these findings are discussed, and several solutions for reducing ad irritation and avoidance are provided