Senarathna, Tharindu; Wijetunga, Dinuka - In: South Asian journal of marketing 5 (2024) 1, pp. 1-14
Purpose This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards … YouTube channels operated by traditional television (TV) companies (These YouTube channels tend to have a greater ad clutter …. Findings Ad clutter has a negative impact on viewers' attitudes towards the YouTube channel, but only indirectly, through …