{"id":"https://openalex.org/W3132954077","doi":"https://doi.org/10.1109/imcom51814.2021.9377378","title":"Skipping Skippable Ads on YouTube: How, When, Why and Why Not?","display_name":"Skipping Skippable Ads on YouTube: How, When, Why and Why Not?","publication_year":2021,"publication_date":"2021-01-04","ids":{"openalex":"https://openalex.org/W3132954077","doi":"https://doi.org/10.1109/imcom51814.2021.9377378","mag":"3132954077"},"language":"en","primary_location":{"id":"doi:10.1109/imcom51814.2021.9377378","is_oa":false,"landing_page_url":"https://doi.org/10.1109/imcom51814.2021.9377378","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2021 15th International Conference on Ubiquitous Information Management and Communication (IMCOM)","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5040950735","display_name":"Snehasish Banerjee","orcid":"https://orcid.org/0000-0001-6355-0470"},"institutions":[{"id":"https://openalex.org/I52099693","display_name":"University of York","ror":"https://ror.org/04m01e293","country_code":"GB","type":"education","lineage":["https://openalex.org/I52099693"]}],"countries":["GB"],"is_corresponding":true,"raw_author_name":"Snehasish Banerjee","raw_affiliation_strings":["The York Management School, University of York, York, UK"],"affiliations":[{"raw_affiliation_string":"The York Management School, University of York, York, UK","institution_ids":["https://openalex.org/I52099693"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5048342913","display_name":"Anjan Pal","orcid":"https://orcid.org/0000-0001-7203-7126"},"institutions":[{"id":"https://openalex.org/I172675005","display_name":"Nanyang Technological University","ror":"https://ror.org/02e7b5302","country_code":"SG","type":"education","lineage":["https://openalex.org/I172675005"]}],"countries":["SG"],"is_corresponding":false,"raw_author_name":"Anjan Pal","raw_affiliation_strings":["School of Communication and Information, Nanyang Technological University, Singapore"],"affiliations":[{"raw_affiliation_string":"School of Communication and Information, Nanyang Technological University, Singapore","institution_ids":["https://openalex.org/I172675005"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5040950735"],"corresponding_institution_ids":["https://openalex.org/I52099693"],"apc_list":null,"apc_paid":null,"fwci":3.4133,"has_fulltext":false,"cited_by_count":12,"citation_normalized_percentile":{"value":0.92749525,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":94,"max":98},"biblio":{"volume":null,"issue":null,"first_page":"1","last_page":"5"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9940999746322632,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9940999746322632,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9907000064849854,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9894000291824341,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/personalization","display_name":"Personalization","score":0.715886652469635},{"id":"https://openalex.org/keywords/duration","display_name":"Duration (music)","score":0.6105226278305054},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.5849539041519165},{"id":"https://openalex.org/keywords/perception","display_name":"Perception","score":0.5083391070365906},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.4722192585468292},{"id":"https://openalex.org/keywords/internet-privacy","display_name":"Internet privacy","score":0.47009894251823425},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.44559717178344727},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.4275944232940674},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.3408883213996887},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.14432740211486816}],"concepts":[{"id":"https://openalex.org/C183003079","wikidata":"https://www.wikidata.org/wiki/Q1000371","display_name":"Personalization","level":2,"score":0.715886652469635},{"id":"https://openalex.org/C112758219","wikidata":"https://www.wikidata.org/wiki/Q16038819","display_name":"Duration (music)","level":2,"score":0.6105226278305054},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5849539041519165},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.5083391070365906},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4722192585468292},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.47009894251823425},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.44559717178344727},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4275944232940674},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.3408883213996887},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.14432740211486816},{"id":"https://openalex.org/C124952713","wikidata":"https://www.wikidata.org/wiki/Q8242","display_name":"Literature","level":1,"score":0.0},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.0},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1109/imcom51814.2021.9377378","is_oa":false,"landing_page_url":"https://doi.org/10.1109/imcom51814.2021.9377378","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2021 15th International Conference on Ubiquitous Information Management and Communication (IMCOM)","raw_type":"proceedings-article"},{"id":"pmh:oai:eprints.whiterose.ac.uk:169102","is_oa":false,"landing_page_url":"https://orcid.org/0000-0001-6355-0470>","pdf_url":null,"source":{"id":"https://openalex.org/S4306400854","display_name":"White Rose Research Online (University of Leeds, The University of Sheffield, University of York)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I2800616092","host_organization_name":"White Rose University Consortium","host_organization_lineage":["https://openalex.org/I2800616092"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":null,"raw_type":"NonPeerReviewed"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":27,"referenced_works":["https://openalex.org/W1490068665","https://openalex.org/W1607208425","https://openalex.org/W1945108038","https://openalex.org/W1979290264","https://openalex.org/W2000738357","https://openalex.org/W2033530627","https://openalex.org/W2043894656","https://openalex.org/W2045745870","https://openalex.org/W2253548483","https://openalex.org/W2519517651","https://openalex.org/W2544137774","https://openalex.org/W2552646986","https://openalex.org/W2606292639","https://openalex.org/W2611265231","https://openalex.org/W2791250464","https://openalex.org/W2796410451","https://openalex.org/W2887026317","https://openalex.org/W2900849642","https://openalex.org/W2911338964","https://openalex.org/W2940631313","https://openalex.org/W3000476390","https://openalex.org/W3004041021","https://openalex.org/W3034412029","https://openalex.org/W3045044548","https://openalex.org/W4285719527","https://openalex.org/W6640640909","https://openalex.org/W6753401972"],"related_works":["https://openalex.org/W2348837382","https://openalex.org/W746329893","https://openalex.org/W4205872570","https://openalex.org/W4245971243","https://openalex.org/W2109940557","https://openalex.org/W2466832359","https://openalex.org/W1922805944","https://openalex.org/W4253588120","https://openalex.org/W2383732295","https://openalex.org/W4248716494"],"abstract_inverted_index":{"YouTube":[0],"introduced":[1],"skippable":[2,43,96,111,130,237],"video":[3],"ads,":[4,44],"which":[5],"give":[6],"Internet":[7],"users":[8,40,53,128,231],"the":[9,13,28,36,45,73,135,146,165,169,246],"option":[10,63],"to":[11,35,134,156,192,204],"skip":[12,42,129,157,180],"ads":[14,57,200,238],"after":[15],"a":[16,61,100,150,194,234],"5-second":[17],"non-skippable":[18,56,170],"segment.":[19],"This":[20],"interactive":[21],"format":[22],"has":[23,78],"now":[24],"become":[25],"dominant":[26],"in":[27,68,233],"industry":[29],"as":[30,64,181,183],"it":[31,65,116],"offers":[32],"greater":[33],"control":[34],"audience.":[37],"However,":[38],"if":[39,223],"always":[41],"advertisers'":[46],"purposes":[47],"would":[48,153,179],"not":[49,60,127,221,240],"be":[50,241],"served.":[51],"Bombarding":[52],"with":[54],"long-duration":[55],"is":[58,185],"also":[59],"viable":[62],"can":[66],"result":[67],"negative":[69,213],"user":[70],"experiences.":[71],"On":[72],"scholarly":[74],"front,":[75],"this":[76,105],"problem":[77],"mostly":[79],"been":[80],"tackled":[81],"using":[82],"quantitative":[83],"studies.":[84],"The":[85,243],"literature":[86],"still":[87],"lacks":[88],"an":[89],"in-depth":[90,114],"understanding":[91],"of":[92,95,103,137,148,164,172,197,209,245],"users'":[93,108,212],"perceptions":[94],"ads.":[97,112,131],"Hence,":[98],"adopting":[99],"qualitative":[101],"lens":[102],"investigation,":[104],"research":[106],"explores":[107],"responses":[109],"toward":[110],"Using":[113],"interviews,":[115],"investigates":[117],"(1)":[118],"how,":[119],"(2)":[120],"when,":[121],"(3)":[122],"why,":[123],"and":[124,142,211,227],"(4)":[125],"why":[126],"Themes":[132],"related":[133],"question":[136,147],"\u201chow\u201d":[138],"include":[139],"habitual":[140],"skipping":[141,184],"emotional":[143],"skipping.":[144],"Regarding":[145],"\u201cwhen\u201d,":[149],"few":[151],"respondents":[152,166,189],"have":[154],"liked":[155],"even":[158],"before":[159],"five":[160,173],"seconds.":[161],"About":[162],"half":[163],"thought":[167],"that":[168],"duration":[171,196],"seconds":[174],"was":[175],"reasonable":[176],"but":[177],"they":[178,219,224],"soon":[182],"allowed.":[186],"Occasionally,":[187],"some":[188],"were":[190],"open":[191],"consider":[193],"longer":[195],"non-skippability.":[198],"Skippable":[199],"are":[201,220,225,232,248],"skipped":[202,222],"due":[203],"repetitions,":[205],"time":[206],"constraints,":[207],"lack":[208],"personalization,":[210],"attitudes":[214],"towards":[215],"advertising.":[216],"In":[217],"contrast,":[218],"captivating":[226],"personalized.":[228],"Additionally,":[229],"when":[230],"relaxing":[235],"mood,":[236],"may":[239],"skipped.":[242],"contributions":[244],"findings":[247],"discussed.":[249]},"counts_by_year":[{"year":2025,"cited_by_count":3},{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":4},{"year":2021,"cited_by_count":2}],"updated_date":"2026-04-05T17:49:38.594831","created_date":"2025-10-10T00:00:00"}
