search query: @all viral marketing / total: 10
reference: 2 / 10
| Author: | Southgate, D. Westoby, N. Page, G. |
| Title: | Creative determinants of viral video viewing |
| Journal: | International Journal of Advertising
2010 : AUG, VOL. 29:3, p. 349-368 |
| Index terms: | television advertising United Kingdom USA brand loyalty internet marketing |
| Language: | eng |
| Abstract: | The article assesses the creative attributes that drive online viral viewing of TV advertising. The data for analysis is based on 102 video ads from the UK and US, which were shown on TV and also online. Results show, among others, that established advertising pre-test measures as like as enjoyment, involvement and branding, which predict ability to generate offline TV advertising awareness, can also predict ability to generate viral viewings. Furthermore, distinctiveness and perceived likelihood to pass along to others are identified as key determinants of viral viewing. |
SCIMA