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 … since their videos have embedded ads of programme sponsors in addition to regular YouTube advertisements). Design …