Advertising breaks on social network sites and youth attitudes towards them

Advertising is the cornerstone of successful marketing activity, on the basis of which an effective marketing strategy in the modern era is determined. Therefore, studying advertising is an important issue for contemporary marketing activity and one of the scientific developments that affected societal culture in the recent period. Young people are considered one of the most important elements of progress and prosperity for any society, and they represent the vast majority of the fabric of Egyptian society, which is reflected in its impact on the economic process in general and the marketing in particular. Studying youth attitudes towards contemporary advertising forms, which resulted from the development of communication technology; especially in light of the spread of the phenomenon of social networking sites such as YouTube is a very important area of research. Based on the above, the research problem aims at identifying of the most important features and characteristics of the advertising breaks -included in the videos of YouTube as one of the most important social networking sites-, and the youth's attitudes towards it, and then examining the most important patterns of youth exposure to these advertisements, as well as identifying the intermediate factors that may affect the nature of these attitudes , such as the negative mental image prior to the advertisement in general due to cutting it and distracting the viewer, or the directive nature of this type of advertisements, and other factors.