“…Yet advertising content, tone, and emotion cannot fully account for ad virality. Scholars point to a variety of other variables significantly related to advertising virality including brand relationship (Hayes & King, 2014;Ketelaar et al, 2016;Shan & King, 2015), attitude toward the ad (Hsieh, Hsieh, & Tang, 2012;Huang, Su, Zhou, & Liu, 2013), and credibility of the sender/referrer (Cho et al, 2014;Phelps, Lewis, Mobilio, Perry, & Raman, 2004). Hayes, King, and Ramirez (2016) advanced research on viral advertising by illustrating the importance of interpersonal relationship strength in referral acceptance.…”