Social media has become a relevant content dissemination channel in recent years. Each user has the capacity to potentially reach others, and in this way, social media challenges the traditional distribution of content through mass media. The advertising industry has had to adapt to this new ecosystem and develop audiovisual pieces specifically tailored to this environment as part of their communication strategies. These pieces aim at achieving not only views but to engage viewers in sharing content with their contacts. Recent research indicates that there are certain aspects of human behaviour related to emotions and motivations that have an impact on the decision to share information, news and content with others. However, there are few studies analysing how the features of the content shared influence that decision. This article presents the content analysis results of the 100 most widely shared advertising viral videos around the world from 2011 to 2015 according to Adweek. The analysis was conducted from an emotional perspective in order to establish the common features of the most shared videos and to identify the frequency in which emotional narrative resources are used.

No abstract

Resumen:Al igual que las marcas comerciales, también los países se diferencian por las asociaciones percibidas y proyectadas hasta el punto que resultan medibles a través de distintos estudios. El presente trabajo aborda una de las últimas campañas realizadas para fomentar la marca España ante distintos públicos, principalmente externos. Se trata de "I need Spain" que se orquestó a través de medios digitales con distintas plataformas. Se realiza una reflexión crítica acerca de los agentes implicados en dicha tarea y las perspectivas de futuro al respecto.Palabras clave: Imagen de marca país; internacionalización; gestión de marca; medios digitales.The nation brand of Spain on the internet through the "I need Spain" campaign Abstract:Both commercial and nation brands get differentiated by perceived and broadcasted associations and perceptions that are measureable through different reports. This paper focusses on the last campaign to foster Spain's nation brand between different target audiences, mainly from abroad. The campaign titled "I need Spain" has run through digital media and different platforms. The authors analyze the role played by the agents involved and future perspectives on this issue.

Social media has become a relevant content dissemination channel in recent years. Each user has the capacity to potentially reach others, and in this way, social media challenges the traditional distribution of content through mass media. The advertising industry has had to adapt to this new ecosystem and develop audiovisual pieces specifically tailored to this environment as part of their communication strategies. These pieces aim at achieving not only views but to engage viewers in sharing content with their contacts. Recent research indicates that there are certain aspects of human behaviour related to emotions and motivations that have an impact on the decision to share information, news and content with others. However, there are few studies analysing how the features of the content shared influence that decision. This article presents the content analysis results of the 100 most widely shared advertising viral videos around the world from 2011 to 2015 according to Adweek. The analysis was conducted from an emotional perspective in order to establish the common features of the most shared videos and to identify the frequency in which emotional narrative resources are used.

No abstract