Valuable Virality
Valuable Virality
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DOI：
10.1509/jmr.13.0350
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发表时间：
2017-04-01
影响因子：
6.1
通讯作者：
Berger, Jonah
中科院分区：
文献类型：
--
作者：
Akpinar, Ezgi;Berger, Jonah
鉴于最近对社交媒体的兴趣，许多品牌现在创建他们希望消费者能够查看并与同行分享的内容。虽然有些活动确实会“病毒式传播”，但如果它们不能提高品牌评价或增加购买量，它们对品牌的价值就有限了。因此，一个关键问题是如何创造有价值的病毒式传播，或者不仅被分享而且对品牌有益的内容。来自数百个真实的在线广告的分享数据，以及受控的实验室实验表明，与信息诉求（专注于产品功能）相比，情感诉求（使用戏剧，情绪，音乐和其他情感引发策略）更有可能被分享。相比之下，信息化的诉求会提升品牌评价和购买，因为品牌是广告内容的一个组成部分。通过结合这两种方法的优点，情感品牌整合广告可以促进分享，同时也可以促进品牌相关的结果。作者的框架揭示了公司如何产生有价值的病毒式传播以及这些效应背后的机制。
Given recent interest in social media, many brands now create content that they hope consumers will view and share with peers. While some campaigns indeed go "viral," their value to the brand is limited if they do not boost brand evaluation or increase purchase. Consequently, a key question is how to create valuable virality, or content that is not only shared but also beneficial to the brand. Share data from hundreds of real online ads, as well as controlled laboratory experiments, demonstrate that compared with informative appeals (which focus on product features), emotional appeals (which use drama, mood, music, and other emotion-eliciting strategies) are more likely to be shared. Informative appeals, in contrast, boost brand evaluations and purchase because the brand is an integral part of the ad content. By combining the benefits of both approaches, emotional brand-integral ads boost sharing while also bolstering brand-related outcomes. The authors' framework sheds light on how companies can generate valuable virality and the mechanisms underlying these effects.