Viral video ads: Emotional triggers and social media virality
Viral video ads: Emotional triggers and social media virality
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DOI：
10.1002/mar.21129
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发表时间：
2018-07
影响因子：
6.7
通讯作者：
Angeliki Nikolinakou;K. King
中科院分区：
文献类型：
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作者：
Angeliki Nikolinakou;K. King
先前的研究发现，情绪唤起和情绪效价对视频广告的分享很重要。随着营销人员正在探索新的策略来提高他们在社交媒体上的病毒式传播效果，有必要提供有关如何引发情感参与的指导方针，以触发广告病毒式传播。根据最近关于离散积极情绪影响的研究结果，本研究探讨了特定积极情绪如何影响病毒式分享。为了观察敬畏和喜爱这两种积极情绪的病毒效应，研究人员对千禧一代的参与者进行了一项在线实验，使用了真实的病毒式视频广告。与在线广告相关的敬畏和情感体验可能会通过激活与社交媒体中表达情感联系和情感慷慨相关的特定类型的分享表达来促进病毒式分享。管理的影响，应用积极的情绪作为触发器的视频广告的内容，以引起在社交媒体上的病毒式传播。
Previous studies have found that emotional arousal and emotional valence are important for video ads to be shared. As marketers are exploring new strategies to increase their viral effectiveness in social media, there is a need to provide guidelines on how to elicit emotional engagement that can trigger advertising virality. Drawing on recent findings on the effects of discrete positive emotions, this research examines how specific positive emotions may influence viral sharing. An online experiment was conducted with millennial participants, employing real viral video ads, in order to observe the viral effects of two positive emotions, awe and affection. Awe and affection emotions experienced in relation to online ads may prompt viral sharing by activating specific types of sharing expressions that relate to expressing emotional connection and emotional generosity in social media. Managerial implications for applying positive emotions as triggers to the content of video ads in order to elicit virality in social media are included.