Spreading the virus : emotional tone of viral advertising and its effect on forwarding intentions and attitudes
Eckler, Petya and Bolls, Paul (2011) Spreading the virus : emotional tone of viral advertising and its effect on forwarding intentions and attitudes. Journal of Interactive Advertising, 11 (2). pp. 1-11. ISSN 1525-2019
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Abstract
iral advertising has attracted advertisers in recent years, yet little is known about how exactly it works from an information processing perspective. This study extends knowledge by exploring how the emotional tone (pleasant, unpleasant, coactive) of viral video ads affects attitude toward the ad, attitude toward the brand, and forwarding intentions. Results indicate that pleasant emotional tone elicits the strongest attitude toward the ad, attitude toward the brand, and intention to forward. The effects were weaker for coactive tone and weakest for negative emotional tone. These results challenge the common approach of shocking or scaring online users to motivate them to forward a viral video.
ORCID iDs
Eckler, Petya
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Item type: Article ID code: 44561 Dates: DateEvent2011PublishedKeywords: viral advertising, electronic word of mouth, information processing, emotional tone, spreading the virus, Marketing. Distribution of products, Print media, Marketing Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Fine Arts > Print mediaDepartment: Faculty of Humanities and Social Sciences (HaSS) > Humanities > Journalism Depositing user: Pure Administrator Date deposited: 26 Aug 2013 14:58 Last modified: 01 Nov 2023 10:05 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/44561