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The virality of advertising content

Balpreet Kaur (Department of Commerce and Business Management, DAV University, Jalandhar, India)
Justin Paul (Department of Management, University of Puerto Rico, San Juan, Puerto Rico, USA) (Henley Business School, University of Reading, UK)
Rishi Raj Sharma (Department of Business Management, Guru Nanak Dev University, RC, Gurdaspur, India)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 28 April 2022

Issue publication date: 4 May 2023




The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.


Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.


Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”


The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.



Kaur, B., Paul, J. and Sharma, R.R. (2023), "The virality of advertising content", Journal of Research in Interactive Marketing, Vol. 17 No. 3, pp. 374-397.



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