الملخص الإنجليزي
This study aims to examine and analyze the use of video advertisements on social
media networks by students at Sultan Qaboos University. It investigates the patterns of
this usage, the gratifications obtained, and how these uses and gratifications are associated
with demographic factors. The study employs the Uses and Gratifications approach,
utilizing a survey method and an electronic questionnaire as the primary data collection
method. The sample consisted of 211 undergraduate students.
The findings reveal that social media advertisements are the most frequent
advertisements used by the respondents, with Instagram being the most preferred
network, followed by Snapchat and YouTube. The most favored activities on these
networks include posting photos, and watching humorous, unusual videos.
The results also indicate that respondents prefer watching video advertisements
on networks emphasizing visual content, such as Instagram, YouTube, Snapchat, and
TikTok. Most respondents preferred skipping ads that do not align with their interests.
The primary motivations for using video advertisements on social media include the
convenience of quick access, the feeling of social connectivity, and the ability to control
their time. The main gratifications derived from this usage are passing time, mitigating
boredom, entertainment, and the desire to acquire information about products and
services. The results further indicate statistically significant differences in the patterns of
video advertisement usage on social media based on the gender variable.
