Why Do We Share? The Impact of Viral Videos Dramatized to Sell

Chen, Tsai; Lee, Hsiang-Ming

doi:10.2501/jar-54-3-292-303

Cited by 35 publications

(28 citation statements)

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“…Viewers likely assume that others will find such ads emotionally evocative as well and will therefore share the content. Chen and Lee (2014) suggest that ads rated as high in transportation (i.e., those that use plot to engage the viewer) enhance sharing intentions. However, their study did not examine actual shares.…”

Section: Sharing Digital Ads: Conceptual Framework and Hypothesesmentioning

confidence: 99%

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

Tellis¹,

MacInnis²,

Tirunillai³

et al. 2019

Journal of Marketing

323

319

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The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies test these hypotheses using 11 emotions and over 60 ad characteristics. The results are consistent with theory and robust across studies. Information-focused content has a significantly negative effect on sharing, except in risky contexts. Positive emotions of amusement, excitement, inspiration, and warmth positively affect sharing. Various drama elements such as surprise, plot, and characters, including babies, animals, and celebrities arouse emotions. Prominent (early vs. late, long vs. short duration, persistent vs. pulsing) placement of brand names hurts sharing. Emotional ads are shared more on general platforms (Facebook, Google+, Twitter) than on LinkedIn, and the reverse holds for informational ads. Sharing is also greatest when ad length is moderate (1.2 to 1.7 minutes). Contrary to these findings, ads use information more than emotions, celebrities more than babies or animals, prominent brand placement, little surprise, and very short or very long ads. A third study shows that the identified drivers predict sharing accurately in an entirely independent sample.

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Section: Sharing Digital Ads: Conceptual Framework and Hypothesesmentioning

confidence: 99%

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

Tellis¹,

MacInnis²,

Tirunillai³

et al. 2019

Journal of Marketing

323

319

View full text Add to dashboard Cite

show abstract

“…Participants, procedures and measures : Young adults are the predominant social media users and represent the key targets promoting viral advertisements (Chen and Lee, 2014). Hence, undergraduate students ( n = 263) studying commerce, science, engineering and management across different colleges in a metropolitan city in India (51.34 per cent male; average age = 20.45 years, SD = 1.71) were selected to participate in the study.…”

Section: Methodsmentioning

confidence: 99%

“…Young consumers are the most active users of social media, where they consume and share viral content online (Chen and Lee, 2014). There is no empirical research investigating the effect of young consumers' personality traits on their intention to share a viral ad.…”

Section: Introductionmentioning

confidence: 99%

Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appeal

Kulkarni

Kalro

Sharma

2019

JCM

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Purpose This study aims to investigate the influence of Big Five Personality traits (i.e. openness to experience, conscientiousness, extraversion, agreeableness and neuroticism) on young consumers’ intentions to share branded viral video advertisements. Further, this study also demonstrates that the advertising appeal (informational versus emotional) used in the viral advertisement moderates the effects of specific personality traits on the sharing of viral ads. Design/methodology/approach A conceptual framework is proposed based on the Five-Factor Model of Personality (McCrae and John, 1992) and advertising effectiveness literature. Using experiments, responses from young consumers were collected and hypotheses were tested using hierarchical regression and ANOVA. Findings Results reveal that the two personality traits, extraversion and openness to experiences, are positively associated with consumers’ viral ad sharing intentions, whereas conscientiousness, agreeableness and neuroticism are not. Moreover, individuals scoring high on openness and extraversion prefer sharing branded viral ads containing informational appeal vis-ã-vis those containing emotional appeals. Originality/value Studies decoding the factors behind the success of viral advertisements have more often focussed on the ad content rather than on personality dimensions of the ad sharers. This study bridges this gap by investigating the influence of Big Five Personality traits on young consumers’ intention to forward viral ads, in interaction with ad appeal. Young consumers represent key audience segments consuming and sharing viral content online, and hence, it is important to have a deeper understanding of this market segment.

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“…Advergames are an increasingly popular way to market products, raise brand awareness (Cauberghe and De Pelsmacker, 2010;Gross, 2010), create positive brand experience and brand attitudes (Vashisht and Sreejesh, 2017), and achieve viral status (Chen and Lee, 2014). Advergames are socially interactive game components that take the advantage of the popularity of video games, which drew $36bn of consumer spending in 2017, an 18 percent rise over 2016 according to the Entertainment Software Association.…”

Section: Introductionmentioning

confidence: 99%

Characters’ persuasion effects in advergaming

Choi

2019

INTR

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Purpose The purpose of this paper is to explore advergaming to identify how users respond to characters in terms of forming brand trust and purchase intentions. The study shows that users will tend to trust brands when characters are congruent with product type and trust propensity. Design/methodology/approach In a 2×2×2 factorial design, the character presence/absence condition and product type (high vs low involvement) are between-subject, manipulated and dichotomous variables. Trust propensity is a measured, continuous variable. Findings Findings indicate that character presence contributes to brand trust, leading to higher purchase intentions. Character presence is more effective for promoting products of low involvement; character absence is more effective for promoting products of high involvement. Moreover, in the low-involvement product condition, consumers who have low-trust propensity are more persuaded by characters. In the high-involvement product condition, consumers who have high or low-trust propensity respond similarly to both character presence and absence. Originality/value Although characters potentially affect how gamers react to online gaming, surprisingly few studies have attempted to identify how the characters and their interactions influence consumers’ emotions and behaviors in advergaming contexts. The current study fills the gap by focusing on the effects of characters and the interactions among other influences related to characters. This study makes new theoretical and practical contributions to the literature by showing that brand trust plays a mediating role and demonstrates that game characters can stimulate purchase intentions more persuasively depending on gamers’ trust propensity and involvement in the advertised products. The findings contribute to theory regarding congruency effects of game characters and the theory of brand trust.

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Why Do We Share? The Impact of Viral Videos Dramatized to Sell

Cited by 35 publications

References 0 publications

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appeal

Characters’ persuasion effects in advergaming

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