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The Influence Of Online Viral Advertising

986 Words4 Pages

The advent of Internet has changed the way people communicate. Sharing and re-sharing the online content via social media such as Facebook, Twitter, blogs, instant messenger, YouTube and other means have become an integral part of the modern life. In fact, more than 50 per cent of the people claimed that they frequently involved in sharing online content (Broxton, Interian, Vaver & Wattenhofer, 2011; Allsop, Bassett & Hoskins, 2007).

Among others, viral videos, better known as user-generated amateur videos, usually spread rapidly and gain popularity through social media and sharing websites, such as YouTube, within a short period of time. Since its founding in early 2005, YouTube has become the most successful public video sharing website …show more content…

It is less invasive and usually perceived as positive by the customers (Golan & Zaidner, 2008; Jenkin, 2011). While viral advertising is a marketing technique in which video advertisements are widely shared as unpaid peer-to-peer communication of proactive content originating from an identified sponsor, it aims to persuade internet users to pass along the content to others (Porter & Golan, 2006, p.29)

Such social transmission left significant social impact, particularly on online advertising and marketing campaign endeavour. Some argued that viral videos exerted strong influence to people and therefore it is a new driving force for popular culture. Recent studies indicated that viral videos have causal impact of word of mouth on product adoption, product sales, consumers and brands (Chevalier & Mayzlin, 2006; Lu Jiang, Yajie Miao, Yi Yang, Zhenzhong Lan & Hauptmann, 2014; West, …show more content…

Some claimed that among all the valence qualities, “humour” and “surprise” work side by side in making a video goes viral. An advertisement which amuses its audience goes more viral than the one that makes audience feel comfortable (Rigby, 2004; Berger & Milkman, 2011). Jenkin’s (2011) finding shed light on how positive emotions and brand image play an important role in video advertisements’ virality. She argued that the success of a viral video lies on its creative typology and branded content. Besides, results of a few recent studies (Broxton et. al., 2013; Lu Jiang, Yajie Miao, Yi Yang, Zhenzhong Lan & Hauptmann, 2014; GeniusRocket, 2008) demonstrated that viral videos incline to have short title, short duration and frequently seem on blogs. They tend to gain great attention very swiftly in social media but soon fade

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