TY - JOUR
T1 - Intentional ad-viewing to support video creators on digital video-sharing platforms
AU - Kim, Eunah
AU - Huh, Jisu
N1 - Publisher Copyright:
© 2021 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2021
Y1 - 2021
N2 - This study explored intentional ad-viewing on digital video-sharing platforms and focused on a novel type of ad-viewing behavior to support video creators. In-depth interviews with 20 YouTube users discovered the unique phenomenon of intentional ad-viewing to support creators, which seemed particularly prominent among younger consumers. A desire to express gratitude to the video creators, as well as intrinsic and extrinsic helping motives based upon empathy and reciprocity appeared to determine intentional ad-viewing largely. Perceptions of different video creators, parasocial relationships with them, and knowledge of the ad-revenue-sharing model were identified as factors that influenced the behavior examined.
AB - This study explored intentional ad-viewing on digital video-sharing platforms and focused on a novel type of ad-viewing behavior to support video creators. In-depth interviews with 20 YouTube users discovered the unique phenomenon of intentional ad-viewing to support creators, which seemed particularly prominent among younger consumers. A desire to express gratitude to the video creators, as well as intrinsic and extrinsic helping motives based upon empathy and reciprocity appeared to determine intentional ad-viewing largely. Perceptions of different video creators, parasocial relationships with them, and knowledge of the ad-revenue-sharing model were identified as factors that influenced the behavior examined.
KW - ad-avoidance
KW - Digital video advertising
KW - digital video-sharing platforms
KW - helping behavior
KW - intentional ad-viewing
UR - http://www.scopus.com/inward/record.url?scp=85119453068&partnerID=8YFLogxK
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U2 - 10.1080/13527266.2021.1995779
DO - 10.1080/13527266.2021.1995779
M3 - Article
AN - SCOPUS:85119453068
SN - 1352-7266
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
ER -