Intrusive Advertising in YouTube Videos- Cognitive Absorption and its Effects on the audience of Islamabad/Rawalpindi

Abstract

This study is to investigate the phenomenon of intrusive advertising by using YouTube videos and their practical implementation of cognitive absorption by audiences in Pakistan deliberately from twin cities. The study is to examine the effects and relevance of the advertising content, the balance between skill and challenge, interest and relationship between episodes on cognitive absorption of viewers on the basis of a theoretical framework that treats the cognitive absorption theory and is to be taken into account during investigating the issue. Mostly, video publicizing is acknowledged as a prevalent type of advanced electronic promotions that shows plugs inside the unique video or play brief business before the video loads, amid a break in the video or at the finish of the video. Many web indexes or informal community destinations offer video media choices to sponsors. The same number of individuals is recognized as the term or promotes YouTube channel is the world's most mainstream online video-seeing stage. The online video promoting organizations can be assortment as the Interactive Advertising Bureau to do target. In addition, the study is to be considered how the theory or concept of cognitive absorption that leads to intrusion, irritation and avoidance by audience. Around 323 university students are to be surveyed in Islamabad and Rawalpindi by using systematic or convenient random sampling and the data is to be analyzed quantitatively in part to answer the research questions.