The Negative Impact of Online Advertisements on Viewer Enjoyment and Focus While Watching YouTube in Egypt | ||
| المجلة الأكاديمية للعلوم الإجتماعية | ||
| Articles in Press, Accepted Manuscript, Available Online from 16 November 2025 | ||
| Document Type: بحوث ميدانية | ||
| DOI: 10.21608/ajss.2025.436426.1097 | ||
| Authors | ||
| walid hossny abouzeid* 1; ,walaa gaberg2 | ||
| 1الاكاديمية الدولية للهندسة وعلوم الاعلام | ||
| 2ieams | ||
| Abstract | ||
| The purpose of this research is to explore the detrimental impact of commercials on YouTube on the enjoyment and attentiveness of Egyptian viewers. Given that YouTube has become increasingly popular in Egypt as an important avenue for entertainment, learning, and news, the majority of users depend on its complimentary, advertisement-supported format, thereby subjecting themselves to regular and often obtrusive commercials. By utilizing psychological and cognitive models like Cognitive Load Theory and Reactance Theory, this study analyzes the ways in which ad formats, positions, number of occurrences, cultural connection, and emotional impact affect the user's overall experience. Information was gathered via questionnaires aimed at university students and evaluated through PLS-SEM for the purpose of confirming suggested theories. The data demonstrates that non-skippable and in-stream ads noticeably diminish enjoyment and focus, and an excessive number of commercials amplifies aggravation, which ultimately weakens behavioral intentions. Alternately, advertisements with cultural relevance and substantial emotional resonance had a favorable effect on engagement. The results draw attention to the contradictory function of advertisements—both intrusive and convincing—and emphasize how essential it is to create advertisement tactics that are culturally attuned and centered on the user, which allows for a balance between income generation and a favorable viewer experience. | ||
| Keywords | ||
| Online Advertisements; Viewer Focus; Distraction; User Experience | ||
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