A Study on Consumer Trust on YouTube Advertisement

This study examines consumer trust in online advertising on YouTube, focusing on how factors such as ad relevance, frequency, and intrusiveness influence user attitudes and behavior. Primary data was collected from 80 respondents through a structured questionnaire that included Likert-scale items related to ad-skipping, trust, and user engagement. The results revealed that most respondents frequently skip YouTube ads, primarily due to perceptions of irrelevance and interruption. While some users reported that ads influenced their brand perception and purchasing decisions, overall trust in YouTube advertisements was moderate. Only 37.5% agreed they trusted YouTube ads more than ads on other platforms. Correlation analysis showed no significant relationship between gender and ad-skipping behavior, suggesting that ad avoidance is common across demographics. However, One-Way ANOVA revealed a significant difference in trust levels based on how frequently users see ads—those who see ads more often were more likely to trust them. No significant difference in trust was found across age groups.