Spreading the Virus

Eckler, Petya; Bolls, Paul D.

doi:10.1080/15252019.2011.10722180

Cited by 253 publications

(72 citation statements)

References 29 publications

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“…Therefore, surprise and happiness are remarkable emotions in the sample of the most widely shared viral video ads, and this coincides with the contributions of Teixeira (2012), Dobele et al (2007) or Eckler and Bolls (2011) in this regard.…”

Section: Discussionsupporting

confidence: 72%

“…On the other hand, and related to all of the above, the analysis of the final emotional tone conveyed by these ads shows that all viral videos in the Top 25 ranking can be classified as «agreeable», which coincides fully with the results of Eckler and Bolls (2011).…”

Section: Discussionsupporting

confidence: 70%

“…Research such as that by Huang, Chen and Wang (2012: 12) highlights that the quality of content is a determining factor in the decision to share it, while the expected response by the recipient (conceptualised as «empathy» by the authors) has an indirect influence on the hopes for inclusion, control or affection by the user sharing it. From a different perspective on the same aspect, Eckler and Bolls (2011) focus their research on the emotional content of viral messages, and the response they have to generate to become one, although they consider that this is not the only factor explaining the reaction of users, and they argue that generating emotions is a necessary requirement for a video to be shared. They also argue that, as viral videos are thought to be more provocative than conventional TV ads, an analysis of the emotional tone of viral videos and their effect on the attitude of users towards the ad, the brand and also their intention to share it is much needed.…”

Section: Introduction and State Of The Art Viral Video Advertising Amentioning

confidence: 99%

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The key elements of viral advertising. From motivation to emotion in the most shared videos

Gómez¹

2014

Comunicar: Media Education Research Journal

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Claves de la publicidad viral: De la motivación a la emoción en los vídeos más compartidosDr. ALBERTO DAFONTE-GÓMEZ is Professor in the Department of Audiovisual Communication and Advertising at the University of Vigo (Spain) (albertodafonte@uvigo.es). ABSTRACTFrom its origins in the mid '90, the application of the concept of virality to commercial communication has represented an opportunity for brands to cross the traditional barriers of the audience concerning advertising and turn it into active communicator of brand messages. Viral marketing has been based, since then, on two basic principles: offer free and engaging content that masks its commercial purpose to the individual and use of using a peer-to-peer dissemination system. The transformation of the passive spectator into an active user who broadcasts advertising messages promoted by sponsors, and who responds to needs and motivations of individuals and content features which have been described by previous research in this field, mainly through quantitative methods based on user perceptions. This paper focusses on those elements detected in its previous research as promoters of the sharing action in the 25 most-shared viral video ads between 2006 and 2013 using content analysis. The results obtained show the most common features in these videos and the prominent presence of surprise and joy as dominant emotions in the most successful viral videos. RESUMENDesde sus orígenes a mediados de los noventa, la aplicación del concepto de viralidad a la comunicación comercial ha representado para las marcas una oportunidad para franquear las tradicionales barreras de la audiencia ante la publicidad y convertirla en transmisora activa de los mensajes de la marca. El marketing viral se basa, desde entonces, en dos principios básicos: ofrecer al individuo contenidos gratuitos y atractivos que disfrazan su finalidad comercial y usar un sistema de difusión de usuario en usuario. La transformación del espectador pasivo en usuario activo que difunde mensajes de tipo publicitario promovidos por anunciantes, responde a una serie de necesidades y motivaciones de los individuos y a una serie de características de los contenidos que han sido descritos por la investigación previa en este campo, principalmente a través de metodologías de tipo cuantitativo basadas en las percepciones de los usuarios. El presente artículo analiza, a través de la metodología del análisis de contenido, la presencia de los elementos que trabajos de investigación anteriores han señalado como favorecedores de la acción de compartir en los 25 vídeos publicitarios virales con más «shares» entre 2006 y 2013. Los resultados obtenidos muestran las características más comunes en este tipo de vídeos y la presencia destacada de la sorpresa y la alegría como emociones dominantes en los vídeos virales más exitosos.

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Section: Discussionsupporting

confidence: 72%

Section: Discussionsupporting

confidence: 70%

Section: Introduction and State Of The Art Viral Video Advertising Amentioning

confidence: 99%

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The key elements of viral advertising. From motivation to emotion in the most shared videos

Gómez¹

2014

Comunicar: Media Education Research Journal

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“…Along the same lines, Berger and Milkman (2012) found that positive news articles invited more frequent email-based retransmissions than those with negative emotional valence. An experimental study by Eckler and Bolls (2011) also demonstrated that video ads with positive emotional tone are more likely to be retransmitted than those with negative tone (see also Carter, Donovan, & Jalleh, 2011). However, in a study in the political context of a German election, Dang-Xuan et al, (2013) found that “tweets” of emotional evocative information, whether positively or negatively toned, tended to be retweeted with greater frequency than less emotionally intense information (see also Berger & Milkman, 2012; C.…”

Section: Message or Information Factorsmentioning

confidence: 95%

Selection and Transmission Processes for Information in the Emerging Media Environment: Psychological Motives and Message Characteristics

2014

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The emerging media environment introduced fundamental changes in the quality and format of information available to the public, which can now flexibly seek, alter, and disseminate the information they receive. Therefore, the two processes of information selection and information retransmission are crucial for understanding the reach of any information available in the online information environment. From this starting point, we examine the common psychological motives driving information selection and transmission of attitude-relevant information: Defense and accuracy motives adding a focus on interpersonal motives. We also review message factors that can activate psychological motives leading to selection of retransmission of information, such as the desire for novelty and emotional stimulation. We speculate about the directions for the next generation of research necessary to understand exposure as a core outcome in media effects research and theory.

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“…Current research on how emotion influences the decision to share content broadly indicates that content that generates a strong emotional impact on individuals, regardless of whether the impact is positive or negative, is most likely to become viral (Berger & Milkman, 2012;Berger, 2011;Heath, 1996;Heath, Bell & Sternberg, 2001;Peters, Kashima & Clark, 2009). More specifically, research studies by Berger & Milkman (2012); Dobele et al (2007); Eckler & Bolls (2011);Guadagno, Rempala, Murphy & Okdie (2013) and Teixeira (2012) suggest that, in a more specific way, content that conveys pleasurable emotions such as surprise or joy increases the chances of viralization. Most of these studies are within the field of reception and reflect the perceptions of subjects who are exposed to certain selected messages and state their intention whether to share these messages with their contacts or not.…”

Section: Introductionmentioning

confidence: 99%

Viral Dissemination of Content in Advertising: Emotional Factors to Reach Consumers

Gómez¹,

González²,

Valencia³

2020

Preprint

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Social media has become a relevant content dissemination channel in recent years. Each user has the capacity to potentially reach others, and in this way, social media challenges the traditional distribution of content through mass media. The advertising industry has had to adapt to this new ecosystem and develop audiovisual pieces specifically tailored to this environment as part of their communication strategies. These pieces aim at achieving not only views but to engage viewers in sharing content with their contacts. Recent research indicates that there are certain aspects of human behaviour related to emotions and motivations that have an impact on the decision to share information, news and content with others. However, there are few studies analysing how the features of the content shared influence that decision. This article presents the content analysis results of the 100 most widely shared advertising viral videos around the world from 2011 to 2015 according to Adweek. The analysis was conducted from an emotional perspective in order to establish the common features of the most shared videos and to identify the frequency in which emotional narrative resources are used. Key wordsAdvertising, viral video, social media, content analysis, emotions by the user. Viral marketing appeals to the audience's interest to share content and uses existing distribution networks that the advertiser does not need to own (Welker, 2002).Despite the fact that the motivations of individuals are not homogeneous (Amichai-Hamburger, 2002), there is some consensus around the influence of three personality dimensions that affect on-line communications and relationships: openness, understood as a creative, innovative and tolerant attitude; extraversion, understood as sociability, assertiveness and enthusiasm; and neuroticism (related to emotional stability and selfconfidence) (

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Spreading the Virus

Cited by 253 publications

References 29 publications

The key elements of viral advertising. From motivation to emotion in the most shared videos

The key elements of viral advertising. From motivation to emotion in the most shared videos

Selection and Transmission Processes for Information in the Emerging Media Environment: Psychological Motives and Message Characteristics

Viral Dissemination of Content in Advertising: Emotional Factors to Reach Consumers

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