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Sharing is entertaining: the impact of consumer values on video sharing and brand equity

Gustavo Quiroga Souki (Research Centre of Tourism, Sustainability, and Wellbeing (CinTurs), Faculty of Economics, Universidade do Algarve, Faro, Portugal) (School of Hospitality and Tourism of Vila Real de Santo António, Turismo de Portugal, Vila Real de Santo António, Portugal) (TRIE/ISMAT, ISMAT - Grupo Lusófona, Portimão, Portugal)
Flavia Braga Chinelato (CENTRUM Catolica Graduate Business School, Lima, Peru) (Pontificia Universidad Católica del Perú, Lima, Perú)
Cid Gonçalves Filho (Doctoral and Master Program in Administration, Fumec University, Belo Horizonte, Brazil)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 24 June 2021

Issue publication date: 24 February 2022

1322

Abstract

Purpose

The study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity.

Design/methodology/approach

A survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand attachment and brand equity. The structural equation modeling (SEM) tested the survey´s hypothetical model.

Findings

The entertainment value and the social value had positive impacts on the likelihood to share commercial videos online. Moreover, the likelihood to share videos positively impacted brand attachment and brand equity. Finally, brand attachment had a positive effect on brand equity.

Practical implications

Entertainment and social values affect the likelihood to share commercial videos, stimulating consumer engagement with brands through interactive marketing on SNSs. Therefore, companies should produce fun videos that add social value to consumers to go viral, positively influencing brands. Finally, another contribution is the impact of video sharing on brand attachment. Previous studies have contemplated only the opposite relationship between these constructs.

Originality/value

This research adds value to interactive marketing by investigating consumers' behaviors, their interactivity in social networking sites (SNSs) and the impacts on brands. It is the only study that simultaneously contemplates the effects of entertainment, social and functional values on the likelihood to share commercial videos online and demonstrates its impact on brand attachment and brand equity.

Keywords

Acknowledgements

This paper is financed by National Funds provided by FCT- Foundation for Science and Technology through project UIDB/04020/2020.

Citation

Souki, G.Q., Chinelato, F.B. and Gonçalves Filho, C. (2022), "Sharing is entertaining: the impact of consumer values on video sharing and brand equity", Journal of Research in Interactive Marketing, Vol. 16 No. 1, pp. 118-136. https://doi.org/10.1108/JRIM-03-2020-0057

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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