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Creative strategies of advertising to break the barrier of advertisement avoidance on Youtube.

Sachdeva, Chaitanya (2020) Creative strategies of advertising to break the barrier of advertisement avoidance on Youtube. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research explores the motives of millennials skipping YouTube Advertisements and installing ad avoidance tools. The secondary objective of the study provides creative strategies that can be used to evoke re-engagement among millennials. For this study, a qualitative approach was used, followed by an In-depth interview with millennials, a sample size of 9 participants were selected, based on their high YouTube consumption. Findings reveal that creative strategies that provide relevant content, and evoke a feeling of Nostalgia, prevent millennials from skipping YouTube advertisements. Further findings also reveal that Millennials are not motivated to install ad avoidance tools for YouTube but intrusive pop-ups on other sites.

Keywords: Millennials, YouTube, online video, Advertisement, Ad avoidance, Cocreation, engagement, Nostalgia, Data mining.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 16:39
Last Modified: 08 Feb 2021 16:39
URI: http://norma.ncirl.ie/id/eprint/4709

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