Spreading the Virus

Petya Eckler · Paul D. Bolls

333 citations0/0 files storedJournal of Interactive Advertising

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Digital Marketing and Social Media Marketing and Advertising Strategies Media and Digital Communication

Abstract

Viral advertising has attracted advertisers in recent years, yet little is known about how exactly it works from an information processing perspective. This study extends knowledge by exploring how the emotional tone (pleasant, unpleasant, coactive) of viral video ads affects attitude toward the ad, attitude toward the brand, and forwarding intentions. Results indicate that pleasant emotional tone elicits the strongest attitude toward the ad, attitude toward the brand, and intention to forward. The effects were weaker for coactive tone and weakest for negative emotional tone. These results challenge the common approach of shocking or scaring online users to motivate them to forward a viral video.

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References

2000The Limited Capacity Model of Mediated Message Processing 2006The Experience of Emotion 1997Beyond Bipolar Conceptualizations and Measures: The Case of Attitudes and Evaluative Space 1999EMOTION 2004Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email 2007Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing 2007Attitudes as Object–Evaluation Associations of Varying Strength 2010The Sage handbook of media processes and effects

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2011Viral Advertising in Social Media 2020Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post 2019A Decade of Online Advertising Research: What We Learned and What We Need to Know 2014Redefining virality in less broad strokes: Predicting viral behavioral intentions from motivations and uses of Facebook and Twitter 2014Social media advertising value

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