Viral Advertising: A Field Experiment on Viral Intentions and Purchase Intentions
Viral Advertising: A Field Experiment on Viral Intentions and Purchase Intentions
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病毒式广告：病毒意图和购买意图的现场实验
DOI：
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发表时间：
2015
期刊：
影响因子：
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通讯作者：
John T. Gironda
中科院分区：
文献类型：
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作者：
Maria Petrescu;P. Korgaonkar;John T. Gironda
本研究通过开发和测试一个模型来研究病毒式广告，该模型整合了三种类型的视频广告诉求(幽默、性或信息)、广告来源(已知或未知)、对广告的态度、对品牌的态度以及人口统计学对转发广告和购买品牌的意图的影响。该模型通过收集全国在线消费者的样本数据进行了检验。这些发现表明，广告呼吁对广告的态度和病毒式意图都很重要。对广告的态度也被发现是病毒意图的重要影响因素，并在广告呼吁和病毒意图之间的关系中起到中介作用。这项研究还发现，病毒意向和购买意向之间存在积极关系。
This study conducts an investigation of viral advertising by developing and testing a model to integrate the influence of three types of video ad appeals (humor, sex, or information), ad sources (known or unknown), attitude toward the ad, attitude toward the brand, and demographics on intentions to forward an ad and purchase a brand. The model is tested by collecting data from a sample of national online consumers. The findings demonstrate the importance of ad appeals for both attitude toward the ad and viral intentions. Attitude toward the ad is also found to be a significant influencer of viral intentions, and mediator of the relationship between ad appeals and viral intentions. The study also found support for a positive relationship between viral intentions and purchase intentions.