International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 5 (September-October 2026) Submit your research before last 3 days of October to publish your research paper in the issue of September-October.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 5
September-October 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

YOUTUBE AD RELEVANCE AND VIEWER ENGAGEMENT : A Study of Attention and Clicking Behaviour among Consumers in Ahmedabad

Author(s) Manzurfatema Sabbirali Patawat, Dr. Swati Dave
Country India
Abstract When people open YouTube, they usually want to watch a video, not an advertisement. An advertisement therefore has very little time to hold their attention. A message that matches a present need may be easier for the viewer to notice. This paper looks at whether users who see advertisements suited to their wants and needs also report watching skippable advertisements in full, paying attention to non-skippable advertisements and clicking on advertisements to know more. The analysis is based on an online survey of 1,009 YouTube users in Ahmedabad. Respondents answered four questions on a five-point scale from Never to Always. Frequencies, percentages and Spearman's rank correlation were used. Relevance was strongly related to full viewing of skippable advertisements (rₛ = .754), attention to non-skippable advertisements (rₛ = .680) and clicking on advertisements (rₛ = .669). Each relationship was statistically significant at p < .001. Even so, 51.6 per cent of respondents said that relevant advertisements appeared rarely or never. Respondents who saw more relevant advertisements generally reported greater engagement. Since the information came from a survey, the results do not show that relevance caused these responses.
Keywords YouTube advertising, ad relevance, viewer attention, ad clicking, digital marketing
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-22
DOI https://doi.org/10.36948/ijfmr.2026.v08i05.88248
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com
Powered by Sky Research Publication and Journals