Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos
Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos
复制标题
戏剧病毒式传播：故事发展对在线广告视频的分享和观看的影响
DOI：
10.1016/j.intmar.2019.05.001
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发表时间：
2019
影响因子：
11.8
通讯作者：
Michael K. Coolsen
中科院分区：
文献类型：
--
作者：
Keith A. Quesenberry;Michael K. Coolsen
病毒式广告视频是病毒式营销的一种突出形式，但人们对哪些因素影响在线视频的病毒性或被分享和观看的可能性知之甚少。对155个病毒式广告视频的内容分析发现，通过基于Freytag金字塔的五点戏剧量表测量，具有完整故事发展的视频的平均份额和观看次数高于具有不到完整故事发展的视频。一个增量的故事发展的影响，股票和views也被发现。持续时间和公司规模并没有显着影响结果的股票，但有一定的影响结果的意见。本文还讨论了故事在病毒式视频中的作用，戏剧理论、叙事理论、故事语法理论和传播理论之间的关系，以及故事发展在病毒式营销中的管理意义。
Viral advertising videos are a prominent form of viral marketing, yet little is known about which factors influence an online video's virality or likelihood to be shared and viewed. A content analysis of 155 viral ad videos found that average shares and views were higher for videos with full story development versus videos with less than full story development as measured via a five-point drama scale based on Freytag's Pyramid. An incremental story development effect on shares and views was also found. Time duration and company size did not significantly influence the results for shares but did have some effect on the results for views. The role of story in viral videos, the relationship between drama theory, narrative theory, story grammar theory and transportation theory, and managerial implications of story development in viral marketing are also discussed.