Intentional ad-viewing to support user-generated-content creators and theoretical mechanism

This study examines the phenomenon of consumers intentionally choosing not to skip skippable ads in order to support content creators on user-generated content-sharing platforms, even when such ads are easily avoidable. Guided by social exchange theory, the study investigates the psychological mechanisms underlying intentional ad-viewing behavior and proposes that this behavior varies by content creator. Results from an online survey of 524 US consumers reveal that a substantial proportion of consumers intentionally don’t skip ads to support favored content creators. The extent of intentional ad-viewing differs significantly across creator types, with amateur creators and influencers eliciting greater intentional ad-viewing than professional creators. Mediation analyses further indicate that perceived gratitude and parasocial relationships play key roles in explaining these effects. As the first systematic, quantitative investigation of intentional ad-viewing as a form of consumer support for content creators, this study challenges the prevailing assumption of pervasive ad avoidance and highlights the potential value of advertising embedded in user-generated content environments. By conceptualizing creator–viewer interactions through a social exchange lens, this research extends the application of social exchange theory and offers important implications for marketing communication strategy.