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1 – 10 of over 2000Kalpak K. Kulkarni, Arti D. Kalro and Dinesh Sharma
This study aims to investigate the influence of Big Five Personality traits (i.e. openness to experience, conscientiousness, extraversion, agreeableness and neuroticism) on young…
Abstract
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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Sahar Hosseinikhah Choshaly and Marva Mirabolghasemi
Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level of…
Abstract
Purpose
Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level of information, level of entertainment, irritation level and source credibility) on the purchasing intention of eco-labelled products.
Design/methodology/approach
The sample consists of a total of 200 shoppers in Hyperstar store in Tehran located in the Tehran Pars area. Data is analysed using descriptive analysis and structural equation modelling technique using Smart partial least squares 3.0.
Findings
Findings indicate that informativeness, entertainment and source credibility are positively related to the purchase intention of eco-labelled products, whereas, irritation is negatively related to the purchasing intention of eco-labelled products.
Practical implications
This study provides directions for green marketers to develop meaningful communication tools to make customers more knowledgeable about eco-labelled products and tries to promote some of the positive associations that consumers have through green viral communication behaviours.
Originality/value
This study offers empirical insights from the perspective of an emerging economy on the determinants of purchase intention of eco-labelled products.
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Balpreet Kaur, Justin Paul and Rishi Raj Sharma
The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.
Abstract
Purpose
The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.
Design/methodology/approach
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.
Findings
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.”
Originality/value
The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.
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Chung-Hui Tseng and Tseng-Lung Huang
Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how…
Abstract
Purpose
Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements.
Design/methodology/approach
This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis.
Findings
Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively.
Practical implications
The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion.
Originality/value
In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.
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Flavia Braga Chinelato, Cid Gonçalves Filho and Daniel Fagundes Randt
The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims…
Abstract
Purpose
The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims to demonstrate and compare video ads' value drivers on brands and sharing, determining which antecedents maximize results on each, enabling the best ad performance for advertisers.
Design/methodology/approach
A survey was conducted with 368 respondents who watched viral video ads from five global companies on YouTube. The proposed model was tested using structural equation modeling in SmartPLS4.
Findings
The results of this study demonstrated that product category involvement is essential for viral advertising. Furthermore, the entertainment value is the most relevant antecedent of sharing, but it does not affect brand equity; it is the social value responsible for brand equity.
Practical implications
Marketing managers should create ads that simultaneously generate entertainment and social values, maximizing sharing and branding effects. However, if only one of the two effects (brand/share) is achieved, then the advertiser will fail to obtain maximum performance.
Originality/value
The mainstream of viral marketing research is focused on antecedents of sharing. However, sharing is not enough to provide brand effects and return on investment of advertisement. This study reveals that different consumers’ values drive sharing and brand equity, suggesting that firms should consider a dual value generation strategy regarding the performance of viral video ads. On the other hand, this research conciliates the extant literature about the phenomena with the importance of product category involvement.
Propósito
El objetivo principal del marketing viral es influir positivamente en las marcas. Pero la mayoría de las investigaciones se refieren a las causas de que un anuncio se vuelva viral, no a su impacto en las marcas. En este sentido, esta investigación tiene como objetivo demostrar y comparar los impulsores de valor de los anuncios de video en las marcas y su viralización, determinando qué antecedentes maximizan los resultados en cada uno, permitiendo el mejor rendimiento publicitario para los anunciantes.
Diseño/metodología/enfoque
Se realizó una encuesta con 368 participantes que vieron anuncios de video virales de cinco empresas globales en YouTube. El modelo estructural se analizó mediante ecuaciones estructurales basada en mínimos cuadrados utilizando SmartPLS4.
Hallazgos
Los resultados demostraron que la participación en la categoría de productos es esencial para la publicidad viral. Además, el valor de entretenimiento es el antecedente más relevante de compartir, pero no afecta el valor de la marca; es el valor social responsable del valor de la marca.
Implicaciones practices
Los gerentes de marketing deben crear anuncios que generen simultáneamente entretenimiento y valores sociales, maximizando los efectos de uso compartido y de marca. Sin embargo, si solo se consigue uno de los dos efectos (marca/participación), el anunciante no conseguirá obtener el máximo rendimiento.
Originalidad/valor
La corriente principal de la investigación de marketing viral se centra en los antecedentes de compartir. Sin embargo, compartir no es suficiente para proporcionar efectos de marca y ROI de publicidad. Este estudio revela que los diferentes valores de los consumidores impulsan el intercambio y el valor de la marca, lo que sugiere que las empresas deberían considerar una estrategia de generación de valor dual con respecto al rendimiento de los anuncios de video virales. Por otro lado, esta investigación concilia la literatura existente sobre los fenómenos con la importancia de la participación de la categoría de productos.
目的
病毒式营销的主要目标是对品牌产生积极的影响。但大多数研究关注的是广告走红的原因, 而不是它对品牌的影响。在这个意义上, 本研究旨在证明和比较视频广告对品牌和分享的价值驱动因素, 确定哪些前因能使每一个因素的结果最大化, 为广告商带来最佳的广告效果。
设计/方法/途径
对368名受访者进行了调查, 他们在YouTube上观看了五家全球公司的病毒视频广告。在SmartPLS4中使用结构方程模型 对提议的模型进行了测试。
研究结果
结果表明, 产品类别的参与对于病毒式广告来说是至关重要的。此外, 娱乐价值是分享的最相关前因, 但它并不影响品牌资产; 对品牌资产负责的是社会价值。
实践意义
营销经理应该创造同时产生娱乐和社会价值的广告, 使分享和品牌效应最大化。然而, 如果只实现两种效果(品牌/分享)中的一种, 广告商将无法获得最大的绩效。
原创性/价值
病毒式营销研究的主流是关注分享的前因后果。然而, 分享并不足以提供品牌效应和广告的投资回报率。本研究揭示了不同消费者的价值观对分享和品牌资产的推动作用, 表明企业应该考虑关于病毒视频广告表现的双重价值产生策略。另一方面, 本研究将现有的文献与产品类别参与的重要性结合在一起。
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Fabian Schlegelmilch and Claudia Ollenburg
This research aims to investigate the importance of emotional appeals like risk/fear/thrill as main motivation to take part in adventure activities, and their possible utilisation…
Abstract
Purpose
This research aims to investigate the importance of emotional appeals like risk/fear/thrill as main motivation to take part in adventure activities, and their possible utilisation in viral marketing.
Design/methodology/approach
Quantitative and qualitative research methods have been applied.
Findings
The results confirm that facing fear or challenge, leading to being intrinsically rewarded, is a main motivator. However, the aspect of fun is still fundamentally important to each activity. The youth traveller market is generally extremely responsive to viral marketing, which (through wording and visuals) creates an image of a “life‐changing experience”, “thrilling adventure”, and similar.
Originality/value
Adventure tourism continues to be a fast growing and popular form of tourism. Marketing the adventure, however, can present a challenge to small businesses with a limited budget. Viral marketing may present a cost‐effective opportunity to reach the youth traveller segment. This research investigates importance of emotional appeals like risk/fear/thrill as main motivation to take part in adventure activities, and their possible utilisation in viral marketing.
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Stefano Bresciani, Alberto Ferraris, Marco Romano and Gabriele Santoro
Shannon Cummins, James W. Peltier, John A. Schibrowsky and Alexander Nill
– The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context.
Abstract
Purpose
The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context.
Design/methodology/approach
To conduct the review, the authors draw on a sample of 942 articles published from 1993 to 2012 addressing consumer behavior or social network issues in the online or social media context. The sample is analyzed by both era (incubation, expansion and explosion) and primary topic.
Findings
Eight categories of online consumer behavior research are described. In the order from largest to smallest, these are: cognitive issues, user-generated content, Internet demographics and segmentation, online usage, cross cultural, online communities and networks, strategic use and outcomes and consumer Internet search.
Originality/value
The literature has been summarized in each category and research opportunities have been offered for consumer behavior and social network scholars interested in exploring the online context.
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Jenna Jacobson, Adriana Gomes Rinaldi and Janice Rudkowski
The paper aims to examine how employees influence their employer’s brand by applying Taylor’s (1999) six segment message strategy wheel in an employee influencer context.
Abstract
Purpose
The paper aims to examine how employees influence their employer’s brand by applying Taylor’s (1999) six segment message strategy wheel in an employee influencer context.
Design/methodology/approach
The research uses a content analysis of employees’ public social media posts – including captions and images – to analyze the message strategies employees use to promote their employers.
Findings
While ego and social were popular message strategies in both the images and captions, the findings evidence the varying message strategies employees use in text-based versus image-based messages. Four “imagined audiences” of employee influencers are identified: current customers, prospective customers, current employees and prospective employees.
Research limitations/implications
The research provides insight into how employees act as influencers in building their employer brand on social media.
Practical implications
A unique measurement tool is developed that can be used by companies and future researchers to decode employees’ online communications.
Originality/value
This research contributes to theory and practice in the following important ways. First, the research provides a modernization of an existing framework from an offline setting to an applied industry context in an online setting. Second, this research focuses on a subtype of social media influencer, the employee influencer, which is an underdeveloped area of research. Third, a unique measurement tool to analyze text-based and image-based social media data is developed that can be used by companies and future researchers to decode employees’ online communications.
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Abstract
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