The Level of Iraqi Women's Interaction with YouTube Advertisements: A Field Study

Abstract

The research entitled (The Level of Iraqi Women’s Interaction with Advertisements on YouTube: A Field Study) seeks to reveal the level and nature of women’s interaction with YouTube advertisements, and to know the reasons that increase women’s skipping or not skipping advertisements. Accordingly, the research problem was formulated with a main question: (What is the level of women’s interaction with YouTube advertisements, and the forms and reasons for that interaction?) To achieve the research objectives, the researcher adopted the survey method using the questionnaire tool, which was distributed electronically to a sample of women who follow YouTube exclusively. The researcher adopted the available sample, which is one of the intentional samples, and amounted to (232) individuals. The research came out with several results, the most important of which are: 94.90% of the sample follow YouTube and share the percentage of alternative follow-ups sometimes and always, and 33.33% of the sample explain the reasons for skipping the advertisement is its sudden appearance that causes them annoyance. Women interact with YouTube advertisements, so 32.43% of them like it, and 21.6% of them They copy and save the ad, and 18.91% follow the ad only.