Effects of Viral Video Characteristics on The Share Ability of the Advertisement

• Main Authors: AntoineAUBISSE, 歐安諾
• Other Authors: Tien Wang
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/5wfg29

碩士 === 國立成功大學 === 國際經營管理研究所 === 105 === Creative viral content is one of the biggest challenge for marketers, it helps to bring lots of visibility for the brand, purchase intention and electronic word of mouth. The consumption of videos is constantly growing through social networks such as Youtube, Facebook. The number of users is also in constant evolution and the diversification of watching tools such as computers, smart TV, phones and tablet make the videos easier to watch. Since marketing viral is a complex field, additional research on the topic are always good to improve the knowledge on the topic. This study examined 135 commercial viral advertisements from a ranking established by Unruly’s, a digital marketing specialist. The sample includes the top 20 videos from 2016 to 2011 and the top 3 from 2010 to 2006. The content analysis was done by three coders. Based on the results of the analysis of the hypothesis, conclusions were drawn on the characteristics of viral advertisement that drives share growth.