This study investigates the dual role of YouTube as a platform for both user gratification and commercial advertising, exploring the complex interplay between positive user experiences and disruptive ad encounters. To address this, the paper develops and empirically tests an integrated model that examines how social and entertainment gratifications, alongside perceived ad irritation, collectively influence advertising value and user intentions. A cross-sectional survey design was employed, gathering data from 359 active YouTube users. The relationships in the proposed model were tested using Pearson correlation analysis. The findings indicate that social gratifications positively enhance entertainment value and that both entertainment and informational content can increase advertising value, though through different mechanisms. Crucially, the study uncovered a counter-intuitive positive correlation between ad irritation and perceived advertising value, challenging the conventional view that annoyance universally destroys value. Theoretically, this research contributes a holistic framework that integrates Uses and Gratifications (U&G) theory with Psychological Reactance Theory (PRT) and Media Context Theory. Practically, the findings provide actionable insights for advertisers, highlighting the need for context-aware strategies that balance ad intrusiveness with the user's primary motivation for viewing, whether it be for entertainment or information.
| Published in | Innovation Economics (Volume 1, Issue 1) |
| DOI | 10.11648/j.iecon.20260101.11 |
| Page(s) | 1-11 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2026. Published by Science Publishing Group |
YouTube, Advertising Value, Ad Irritation, Uses and Gratifications, Social Media Marketing
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APA Style
Khan, M. A., Ullah, H. (2026). The Advertiser’s Dilemma on YouTube: Balancing Ad Irritation with Informational and Entertainment Value. Innovation Economics, 1(1), 1-11. https://doi.org/10.11648/j.iecon.20260101.11
ACS Style
Khan, M. A.; Ullah, H. The Advertiser’s Dilemma on YouTube: Balancing Ad Irritation with Informational and Entertainment Value. Innov. Econ. 2026, 1(1), 1-11. doi: 10.11648/j.iecon.20260101.11
AMA Style
Khan MA, Ullah H. The Advertiser’s Dilemma on YouTube: Balancing Ad Irritation with Informational and Entertainment Value. Innov Econ. 2026;1(1):1-11. doi: 10.11648/j.iecon.20260101.11
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Download@article{10.11648/j.iecon.20260101.11,
author = {Muhammad Ali Khan and Haseeb Ullah},
title = {The Advertiser’s Dilemma on YouTube: Balancing Ad Irritation with Informational and Entertainment Value},
journal = {Innovation Economics},
volume = {1},
number = {1},
pages = {1-11},
doi = {10.11648/j.iecon.20260101.11},
url = {https://doi.org/10.11648/j.iecon.20260101.11},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.iecon.20260101.11},
abstract = {This study investigates the dual role of YouTube as a platform for both user gratification and commercial advertising, exploring the complex interplay between positive user experiences and disruptive ad encounters. To address this, the paper develops and empirically tests an integrated model that examines how social and entertainment gratifications, alongside perceived ad irritation, collectively influence advertising value and user intentions. A cross-sectional survey design was employed, gathering data from 359 active YouTube users. The relationships in the proposed model were tested using Pearson correlation analysis. The findings indicate that social gratifications positively enhance entertainment value and that both entertainment and informational content can increase advertising value, though through different mechanisms. Crucially, the study uncovered a counter-intuitive positive correlation between ad irritation and perceived advertising value, challenging the conventional view that annoyance universally destroys value. Theoretically, this research contributes a holistic framework that integrates Uses and Gratifications (U&G) theory with Psychological Reactance Theory (PRT) and Media Context Theory. Practically, the findings provide actionable insights for advertisers, highlighting the need for context-aware strategies that balance ad intrusiveness with the user's primary motivation for viewing, whether it be for entertainment or information.},
year = {2026}
}
TY - JOUR T1 - The Advertiser’s Dilemma on YouTube: Balancing Ad Irritation with Informational and Entertainment Value AU - Muhammad Ali Khan AU - Haseeb Ullah Y1 - 2026/02/24 PY - 2026 N1 - https://doi.org/10.11648/j.iecon.20260101.11 DO - 10.11648/j.iecon.20260101.11 T2 - Innovation Economics JF - Innovation Economics JO - Innovation Economics SP - 1 EP - 11 PB - Science Publishing Group UR - https://doi.org/10.11648/j.iecon.20260101.11 AB - This study investigates the dual role of YouTube as a platform for both user gratification and commercial advertising, exploring the complex interplay between positive user experiences and disruptive ad encounters. To address this, the paper develops and empirically tests an integrated model that examines how social and entertainment gratifications, alongside perceived ad irritation, collectively influence advertising value and user intentions. A cross-sectional survey design was employed, gathering data from 359 active YouTube users. The relationships in the proposed model were tested using Pearson correlation analysis. The findings indicate that social gratifications positively enhance entertainment value and that both entertainment and informational content can increase advertising value, though through different mechanisms. Crucially, the study uncovered a counter-intuitive positive correlation between ad irritation and perceived advertising value, challenging the conventional view that annoyance universally destroys value. Theoretically, this research contributes a holistic framework that integrates Uses and Gratifications (U&G) theory with Psychological Reactance Theory (PRT) and Media Context Theory. Practically, the findings provide actionable insights for advertisers, highlighting the need for context-aware strategies that balance ad intrusiveness with the user's primary motivation for viewing, whether it be for entertainment or information. VL - 1 IS - 1 ER -
School of Digital, Technology Innovation and Business, University of Staffordshire, Stoke-on-Trent, United Kingdom
Research and Studies Institute, Saudi Electronic University, Riyadh, Saudi Arabia
