Intentional ad-viewing to support video creators on digital video-sharing platforms

Eunah Kim, Jisu Huh

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


This study explored intentional ad-viewing on digital video-sharing platforms and focused on a novel type of ad-viewing behavior to support video creators. In-depth interviews with 20 YouTube users discovered the unique phenomenon of intentional ad-viewing to support creators, which seemed particularly prominent among younger consumers. A desire to express gratitude to the video creators, as well as intrinsic and extrinsic helping motives based upon empathy and reciprocity appeared to determine intentional ad-viewing largely. Perceptions of different video creators, parasocial relationships with them, and knowledge of the ad-revenue-sharing model were identified as factors that influenced the behavior examined.

Original languageEnglish (US)
JournalJournal of Marketing Communications
StateAccepted/In press - 2021

Bibliographical note

Publisher Copyright:
© 2021 Informa UK Limited, trading as Taylor & Francis Group.


  • ad-avoidance
  • Digital video advertising
  • digital video-sharing platforms
  • helping behavior
  • intentional ad-viewing


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