Abstract:

YouTube remains one of the most interesting examples to study, given its importance in the daily lives of Internet users and in advertisers' communication strategies. In fact, advertisers who buy advertising space on YouTube want their products to be appreciated by users so much that they often try to communicate the message through intrusive, disruptive and disturbing ads (Bell and Buchner, 2018). This situation gives rise to a kind of contradiction. On the one hand, the negative feelings aroused by the advertisement and, on the other hand, the positive feelings the user is supposed to develop towards the products being advertised (Bell and Buchner, 2018). The present work is exploratory in nature. It aims to concretely elucidate the concept of user experience, by studying the impact of advertising on the perception of YouTube user experience for Moroccans.
The study which was carried through interviews with two focus groups of university students showed that four main factors are at the origin of this perception: irritation, avoidance, entertainment and viewing time.