Motivations of Watching YouTube Video Ads and Their Impact on the Audience’s Relationship with Telecom Companies ’s brand:

The study sought to determine the motives behind the public's exposure to video Ads of Egyptian and Saudi Telecom companies on their pages on the social media "YouTube", and the impact of these motives on their relationship with these brands. The study relied on the survey method by applying online survey on an available sample of (400) respondents in Egypt and Saudi Arabia. The study concluded with many results, as follows:
-The study showed that Vodafone came to the forefront of Egyptian Telecom companies that the Egyptian public is keen to follow through YouTube, while about Saudi Telecom companies, Saudi Telecom Company "STC" came in first rank.
- Utilitarian motives came in first rank for Egyptian and Saudi audiences to watch video Ads for the Telecom companies under study on YouTube. In contrast, Hedonic motives came in second place for the Egyptian audience and third rank for the Saudi audience. Motivational reasons came in second place for the Saudi audience and third place for the Egyptian audience. In general, the motives of the Egyptian audience were high with an SD (of 2.3550), while the motives of the Saudi audience were average with an SD (of 1.9100).
- The study highlighted the relationship of commitment between respondents and Egyptian and Saudi Telecom companies through video Ads on YouTube, where it came to the forefront and with the agreement of the Egyptian and Saudi audiences, indicating that respondents prefer to deal with a certain brand over others. The study recommends the importance of companies working to enhance customer loyalty through rewards programs and promoting brands in a way that simulates strong and positive interaction with the audience.