What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence
Abstract
The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies test these hypotheses using 11 emotions and over 60 ad characteristics. The results are consistent with theory and robust across studies. Information-focused content has a significantly negative effect on sharing, except in risky contexts. Positive emotions of amusement, excitement, inspiration, and warmth positively affect sharing. Various drama elements such as surprise, plot, and characters, including babies, animals, and celebrities arouse emotions. Prominent (early vs. late, long vs. short duration, persistent vs. pulsing) placement of brand names hurts sharing. Emotional ads are shared more on general platforms (Facebook, Google+, Twitter) than on LinkedIn, and the reverse holds for informational ads. Sharing is also greatest when ad length is moderate (1.2 to 1.7 minutes). Contrary to these findings, ads use information more than emotions, celebrities more than babies or animals, prominent brand placement, little surprise, and very short or very long ads. A third study shows that the identified drivers predict sharing accurately in an entirely independent sample.
Get full access to this article
View all access and purchase options for this article.
References
Aaker David A., Stayman Douglas M., Hagerty Michael R. (1986), “Warmth in Advertising: Measurement, Impact, and Sequence Effects,” Journal of Consumer Research, 12 (4), 365–81.
Akpinar Ezgi, Berger Jonah (2017), “Valuable Virality,” Journal of Marketing Research, 54 (2), 318–30.
Baker Andrew M., Donthu Naveen, Kumar V. (2016), “Investigating How Word-of-Mouth Conversations About Brands Influence Purchase and Retransmission Intentions,” Journal of Marketing Research, 53 (2), 225–39.
Berger Jonah (2011), “Arousal Increases Social Transmission of Information,” Psychological Science, 22 (7), 891–93.
Berger Jonah, Milkman Katherine L. (2012), “What Makes Online Content Viral?” Journal of Marketing Research, 49 (2), 192–205.
Blattberg Robert. C., Kim Byung-Do, Neslin Scott A. (2008), “Collaborative Filtering,” in Database Marketing. New York: Springer, 353–76.
Boksem Maarten A.S., Smidts Ale (2015), “Brain Responses to Movie Trailers Predict Individual Preferences for Movies and their Population-Wide Commercial Success,” Journal of Marketing Research, 52 (4), 482–92.
Cavanaugh Lisa A., Bettman James R., Luce Mary Frances (2015), “Feeling Love and Doing More for Distant Others: Specific Positive Emotions Differentially Affect Prosocial Consumption,” Journal of Marketing Research, 52 (5), 657–73.
Chandy Rajesh, Tellis Gerard J., MacInnis Deborah J., Thaivanich Pattana (2001), “What to Say When: Advertising Appeals in Evolving Markets,” Journal of Marketing Research, 38 (4), 399–414.
Chen Tsai, Lee Hsiang-Ming (2014), “Why Do We Share? The Impact of Viral Videos Dramatized to Sell,” Journal of Advertising Research, 54 (3), 292–303.
Chiang Hsiu-Sen, Hsiao Kuo-Lun (2015), “YouTube Stickiness: The Needs, Personal, and Environmental Perspective,” Internet Research, 25 (1) 85–106.
Chung Tuck Siong, Wedel Michel, Rust Roland T. (2016), “Adaptive Personalization Using Social Networks,” Journal of the Academy of Marketing Science, 44 (1), 66–87.
Dafonte-Gómez Alberto (2014), “The Key Elements of Viral Advertising: From Motivation to Emotion in the Most Shared Videos,” Comunicar, 22 (43), 199–207.
Deighton John, Romer Daniel, McQueen Josh (1989), “Using Drama to Persuade,” Journal of Consumer Research, 16 (3), 335–43.
Dobele Angela, Lindgreen Adam, Beverland Michael, Vanhamme Joelle, Wijk Robert van (2007), “Why Pass on Viral Messages? Because They Connect Emotionally,” Business Horizon, 50 (4) 291–304.
Dubois David, Bonezzi Andrea, Angelis Matteo De (2016), “Sharing with Friends Versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence,” Journal of Marketing Research, 53 (5), 712–27.
Eckler Petya, 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), 1–15.
Edell Julie A., Burke Marian Chapman (1987), “The Power of Feelings in Understanding Advertising Effects,” Journal of Consumer Research, 14 (3), 421–33.
Eilers Paul H. C., Marx Brian D. (1996), “Flexible Smoothing with B-Splines and Penalties,” Statistical Science, 11 (2), 89–121.
Eisend Martin (2009), “A Meta-Analysis of Humor in Advertising,” Journal of the Academy of Marketing Science, 37 (2), 191–203.
Friestad Marian, Wright Peter (1994), “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,” Journal of Consumer Research, 21 (1), 1–31.
Green Melanie C. (2004), “Transportation into Narrative Worlds: The Role of Prior Knowledge and Perceived Realism,” Discourse Processes, 38 (2), 247–66.
Green Melanie C., Brock Timothy C. (2000), “The Role of Transportation in the Persuasiveness of Public Narratives,” Journal of Personality and Social Psychology, 79 (5), 701–21.
Hagerstrom Amy, Alhabash Saleem, Kononova Anastasia (2014), “Emotional Dimensionality and Online Ad Virality: Investigating the Effects of Affective Valence and Content Arousingness on Processing and Effectiveness of Viral Ads,” paper presented at American Academy of Advertising Conference, Atlanta, Georgia (March 27–30).
Haugtvedt Curtis P., Kasmer Jeff A. (2012), “Attitude Change and Persuasion,” in Handbook of Consumer Psychology, Haugtvedt C. P., Herr P. M., Kardes F. R., eds. New York: Psychology Press, 427–43.
Hennig-Thurau Thorsten, Gwinner Kevin P., Walsh Gianfranco, Gremler Dwayne D. (2004), “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing, 18 (1), 38–52.
Ho Jason Y.C., Dempsey Melanie (2010), “Viral Marketing: Motivations to Forward Online Content,” Journal of Business Research, 63 (9/10), 1000–1006.
Hsieh Jung-Kuei, Hsieh Yi-Ching, Tang Yu-Chien (2012), “Exploring the Disseminating Behaviors of eWOM Marketing: Persuasion in Online Video,” Electronic Commerce Research, 12 (2), 201–24.
Isen Alice M. (2008), “Positive Affect and Decision Processes: Some Recent Theoretical Developments with Practical Implications,” in Handbook of Consumer Psychology, Haugtvedt C. P., Herr P. M., Kardes F. R., eds. New York: Lawrence Erlbaum, 297–348.
Lee Chei Sian, Ma Long (2012), “News Sharing in Social Media: The Effect of Gratifications and Prior Experience,” Computers in Human Behavior, 28 (2), 331–39.
Lee Jieun, Hong Ilyoo B. (2016), “Predicting Positive User Responses to Social Media Advertising: The Roles of Emotional Appeal, Informativeness, and Creativity,” International Journal of Information Management, 36 (3), 360–73.
Lee Joonghwa, Ham Chang-Dae, Kim Mikyoung (2013), “Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action,” Journal of Interactive Advertising, 13 (1), 1–13.
Locander William B., Hermann Peter W. (1979), “The Effect of Self-Confidence and Anxiety on Information Seeking in Consumer Risk Reduction,” Journal of Marketing Research, 16 (2), 268–74.
Lovett Mitchell J., Peres Renana, Shachar Ron (2013), “On Brands and Word of Mouth,” Journal of Marketing Research, 50 (4), 427–44.
MacInnis Deborah J., Jaworski Bernard J. (1989), “Information Processing from Advertisements: Toward an Integrative Framework,” The Journal of Marketing, 53 (4), 1–23.
MacInnis Deborah J., Rao Ambar, Weiss Allen M. (2002), “Assessing When Increased Media Weight of Real-World Advertisements Helps Sales,” Journal of Marketing Research, 39 (4), 391–407.
MacKenzie Scott B., Lutz Richard J. (1989), “An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context,” Journal of Marketing, 53 (2), 48–65.
Multon Karen D. (2010), “Interrater Reliability,” in Encyclopedia of Research Design. Thousand Oaks, CA: SAGE Publications, 627–29.
Nakagawa Shinichi, Holger Schielzeth (2013), “A General and Simple Method for Obtaining R2 from Generalized Linear Mixed-Effects Models,” Methods in Ecology and Evolution, 4 (2), 133–42.
Nelson-Field Karen, Riebe Erica, Newstead Kellie (2013), “The Emotions that Drive Viral Video,” Australasian Marketing Journal, 21 (4), 205–11.
Nikolinakou Angeliki, King Karen Whitehall (2018), “Viral Video Ads: Emotional Triggers and Social Media Virality,” Psychology & Marketing, 35 (10), 715–26.
Petty Richard E., Rucker Derek D., Gizer George Y., Cacioppo John T. (2004), “The Elaboration Likelihood Model of Persuasion,” in Perspectives on Persuasion, Social Influence and Compliance Gaining, Seiter John S., Gass Robert H., eds. Boston: Allyn & Bacon.
Phelps Joseph E., Lewis Regina, Mobilio Lynne, Perry David, Raman Niranjan (2004), “Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email,” Journal of Advertising Research, 44 (4), 333–48.
Shehu Edlira, Bijmolt Tammo H. A., Clement Michel (2016), “Effects of Likeability Dynamics on Consumers’ Intention to Share Online Video Advertisements,” Journal of Interactive Marketing, 35, 27–43.
Southgate Duncan, Westoby Nikki, Page Graham (2010), “Creative Determinants of Viral Video Viewing,” International Journal of Advertising, 29 (3), 2–14.
Stayman Douglas M., Batra Rajeev R. (1991), “Encoding and Retrieval of Ad Affect in Memory,” Journal of Marketing Research, 28 (2), 232–39.
Stephen Andrew T., Sciandra Michael, Inman Jeffrey (2015), “Is It What You Say or How You Say it? How Content Characteristics Affect Consumer Engagement with Brands on Facebook,” working paper, Saïd Business School RP 2015-19.
Stewart David W., Furse David H. (1986), Effective Television Advertising: A Study of 1000 Commercials. Lexington, MA: Lexington Books.
Stieglitz Stefan, Dang-Xuan Linh (2013), “Emotions and Information Diffusion in Social Media: Sentiment of Microblogs and Sharing Behavior,” Journal of Management Information Systems, 29 (4), 217–48.
Syn Sue Yeon, Oh Sanghee (2015), “Why Do Social Network Site Users Share Information on Facebook and Twitter?” Journal of Information Science, 41 (5), 553–69.
Teixeira Thales, Wedel Michel, Pieters Rik (2010), “Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing,” Marketing Science, 29 (5), 783–804.
Teixeira Thales, Wedel Michel, Pieters Rik (2012), “Emotion-Induced Engagement in Internet Video Advertisements,” Journal of Marketing Research, 49 (2), 144–59.
Tellis Gerard J. (2003), Effective Advertising: Understanding When, How, and Why Advertising Works. Thousand Oaks, CA: SAGE Publications.
Tellis Gerard J. (2019), Effective Advertising and Social Media: Strategy & Analytics. Santa Margarita, CA: Kendall-Hunt Publishing.
Tucker Catherine E. (2015), “The Reach and Persuasiveness of Viral Video Ads,” Marketing Science, 34 (2), 281–96.
Visible Measures (2014), “2013 Branded Video Report” (March 24), http://www.visiblemeasures.com/2014/03/24/2013-branded-video-report/.
Yang Hongwei Chris, Wang Yingqi (2015), “Social Sharing of Online Videos: Examining American Consumers’ Video Sharing Attitudes, Intent, and Behavior,” Psychology & Marketing, 32 (9), 907–19.
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
- ds_10.1177_0022242919841034.docx
- 5.55 MB
Cite article
Cite article
Cite article
OR
Download to reference manager
If you have citation software installed, you can download article citation data to the citation manager of your choice
Information, rights and permissions
Information
Published In
Article first published online: April 24, 2019
Issue published: July 2019
Keywords
Authors
Metrics and citations
Metrics
Article usage*
Total views and downloads: 26107
*Article usage tracking started in December 2016
Altmetric
See the impact this article is making through the number of times it’s been read, and the Altmetric Score.
Learn more about the Altmetric Scores
Articles citing this one
Receive email alerts when this article is cited
Web of Science: 0
Crossref: 0
-
Smooth Talking and Fast Music: Understanding the Importance of Voice a...
-
Unveiling Emotional Intensity in Online Reviews: Adopting Advanced Mac...
-
Framing food tourism videos: What drives viewers’ attitudes and behavi...
-
To Tell, Not to Yell: The Effect of Writer's Intents on Readers’ Perce...
-
Resonance of Review Behavior: Will People Follow in Their Friends’ Foo...
-
What Makes You Palpitate With Excitement? The Differentiation Effect a...
-
How High-Arousal Language Shapes Micro- Versus Macro-Influencers’ Impa...
-
When and How Slow Motion Makes Products More Luxurious
-
A Multimodal Emotion Perspective on Social Media Influencer Marketing:...
-
Should We Feed the Trolls? Using Marketer-Generated Content to Explain...
-
Disinformation on digital media platforms: A market-shaping approach
-
Hi, I’m taking over this account! Leveraging social media takeovers in...
-
Informational vs. emotional B2B firm-generated-content on social media...
-
Relationship (breakup) reminders drive online advertising effectivenes...
-
Significant Objects: How Eudaimonic Narratives Enhance the Value of Fe...
-
Short video marketing: what, when and how short-branded videos facilit...
-
Achieving popularity to attract more patients via free knowledge shari...
-
Intel Inside: The Linguistic Properties of Effective Slogans
-
A time for heroes? Conceptualization, development and validation of th...
-
The virality of advertising content
-
Value of Communication and Social Media: An Equilibrium Theory of Mess...
-
Social media content aesthetic quality and customer engagement: The me...
-
Does social capital matter to the Millennials? Social capital and user...
-
A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social...
-
The effects of firm-generated content on different social media platfo...
-
Virtually present others and their influence on complainants’ follow-u...
-
Spurring and sustaining online consumer activism: the role of cause su...
-
Spread of misinformation on social media: What contributes to it and h...
-
Social media managers’ customer orientation, service climate and socia...
-
MARKALARIN ALGILANAN SOSYAL MEDYA PAZARLAMA ÇALIŞMALARININ TÜKETİCİLER...
-
Ways to Implement Effective Product Placement on YouTube
-
The Economics of Artificial Intelligence: A Marketing Perspective
-
Leveraging AI for Content Generation: A Customer Equity Perspective
-
How Sensory Language Shapes Influencer’s Impact
-
The charm of emojis: the heterogeneous effects of emoji use on users’ ...
-
The Effect of Content on Zapping in TV Advertising
-
Becoming TikTok Famous: Strategies for Global Brands to Engage Consume...
-
The Impact of Culture and Social Distance on Humor Appreciation, Shari...
-
Consistency and commonality in advertising content: Helping or Hurting...
-
Which type of tourism short video content inspires potential tourists ...
-
Understanding Consumer Advertising via Audio Analytics of Sports Video...
-
“Authentic Warmth in These Uncertain Times”: The Impact of Authenticit...
-
Outcomes of Implementing a Webinar-based Strategy to Improve Spinal Co...
-
How does platform's fintech level affect its word of mouth from the pe...
-
Social media in politics: how to drive engagement and strengthen relat...
-
Would Travel Experiences or Possessions Make People Happier?
-
Content That Engages Your Customers: The Role of Brand Congruity and P...
-
Doing good by sharing messages: An investigation of “You Share, We Don...
-
Presentation of celebrities’ private life through visual social media
-
Smart Virological Modelling of YouTube Videos
-
Leveraging Twitter data to analyze the virality of Covid-19 tweets: a ...
-
Effect of emotion induction on potential consumers’ visual attention i...
-
A comprehensive approach to the study of advertising execution and its...
-
The Anatomy of Viral Advertising: A Content Analysis of Viral Advertis...
-
The Truth Force Instinct: Misinformation and How to Respond
-
Can TikTok Sound Enhance Tourism SMEs’ Engagement?
-
Short Vertical Videos Going Viral on TikTok: An Empirical Study and Se...
-
Social Media Followers: The Role of Value Congruence and the Social Me...
-
Study of the Online Fashion Consumer Shopping Journey and the Effects ...
-
What drives digital engagement with sponsored videos? An investigation...
-
Designing marketing content for social commerce to drive consumer purc...
-
Understanding the dark side of gamified interactions on short-form vid...
-
Practical Study of Digital Learning and Virtual Laboratory in Post-Pan...
-
Fostering consumer engagement with marketer-generated content: the rol...
-
Homogenous or heterogeneous? Demand effect of reviewer similarity in o...
-
Increasing the effectiveness of display social media ads for startups:...
-
Posts on central websites need less originality to be noticed
-
The effects of fear of missing out on social media posting preferences
-
Dynamic brand positioning: a firm-customer synergistic strategy of bra...
-
What drives emotion and physiological arousal in adverts?
-
Emotions and virality: Social transmission of political messages on Tw...
-
Explaining and predicting click-baitiness and click-bait virality
-
The view from above: Examining how drone video ads elicit favorable vi...
-
Influencer Marketing Effectiveness
-
The effect of message features on donations in donation‐based crowdfun...
-
Influence of emojis on user engagement in brand-related user generated...
-
The influential paradox: Brand and deal content sharing by influencers...
-
‘More Social’ Means ‘More Flawed’: How New Media is Contributing to th...
-
Computerized emotional content analysis: empirical findings based on c...
-
Inspire me, please! The effect of calls to action and visual execution...
-
Rumour detection using deep learning and filter-wrapper feature select...
-
Bridging the gap between B2B and B2C: Thought leadership in industrial...
-
Affective resistance to narrative persuasion
-
The Mediation Effects of Social Media Usage and Sharing Fake News abou...
-
Market amplification or transformation? The role of industry analysts ...
-
L’influence des contenus à forte charge émotionnelle sur la prise de d...
-
Measuring the Real-Time Stock Market Impact of Firm-Generated Content
-
Fields of Gold: Scraping Web Data for Marketing Insights
-
Would you share that? How the intensity of violent and sexual humor, g...
-
Effectiveness of corporate social responsibility activities in the COV...
-
Investigating the Effects of Video-Based E-Word-of-Mouth on Consumers’...
-
Análisis de las comunicaciones en Twitter de las Fuerzas Armadas y Cue...
-
User Comments in Social Media Firestorms: A Mixed-Method Study of Purp...
-
How Many Likes Are Good Enough? An Evaluation of Social Media Performa...
-
Investigating the Effects of Narrative Advertising in a Real-Life Sett...
-
Investigating consumers’ cognitive, emotional, and behavioral engageme...
-
The role of emotions for citizen engagement via social media – A study...
-
What Likeability Attributes Attract People to Watch Online Video Adver...
-
Product videos “gone viral”
-
Automated text analyses of YouTube comments as field experiments for a...
-
Digital marketing communication in global marketplaces: A review of ex...
-
Did clickbait crack the code on virality?
-
Examination of fake news from a viral perspective: an interplay of emo...
-
What makes people share political content on social media? The role of...
-
“In Flow”! Why Do Users Share Fake News about Environmentally Friendly...
-
Machine Learning for Creativity: Using Similarity Networks to Design B...
-
Creative Appeals in Firm-Generated Content and Product Performance
-
Effects of Social Connectedness on the Sharing of Employee-Created Con...
-
Sharing is entertaining: the impact of consumer values on video sharin...
-
Engaging luxury brand consumers on social media
-
Determinants of corporate sustainability message sharing on social med...
-
The effect of emotional positivity of brand-generated social media mes...
-
Evaluation Expediency of Eco-Friendly Advertising Formats for Differen...
-
Effects of employee identity salience on content sharing in social net...
-
The impact of digital image-based features on users' emotions and onli...
-
A Model of Trusted Factors of Video Word of Mouth (vWOM) in Social Com...
-
Pixel Importance: The Impact of Saturation and Brightness on the Sprea...
-
Effects and Mechanism of Weibo’s Negative Emotions on Covid-19 Related...
-
The sales effect of “Free App of the Day” on Amazon Appstore: An empir...
-
Subjective or objective: How the style of text in computational advert...
-
Which Marketer-generated-content is more effective? An experimental st...
-
Talking shop: An exploration of how talking about work affects our ini...
-
The Effect of Affect: An Appraisal Theory Perspective on Emotional Eng...
-
Predicting the Virality of Fake News in the Initial Stage of Dissemina...
-
Complex Contagion in Viral Marketing: Causal Evidence and Embeddedness...
-
Outstream Video Advertisement Effectiveness
-
The Asymmetric Influence of Emotion in the Sharing of COVID-19 Science...
-
The Impact of YouTube Personalization Algorithm on User-Generated Cont...
-
The Triggering Mechanism of Short Video Customer Inspiration – Qualita...
-
The Influence of the Debunker’s Identity and Emotional Expression on t...
-
Emotional Expressions and Brand Status
-
The dynamics of the university impact on YouTube: a comparative analys...
-
Linguistic drivers of misinformation diffusion on social media during ...
-
Emotions explain differences in the diffusion of true vs. false social...
-
Is the Buzz on? – A Buzz Detection System for Viral Posts in Social Me...
-
Relating entertainment features in screenplays to movie performance: a...
-
Brands as personal narratives: learning from user–YouTube–brand intera...
-
Predictors of Viewing YouTube Videos on Incheon Chinatown Tourism in S...
-
Prediction of customer engagement behaviour response to marketing post...
-
Words matter: How privacy concerns and conspiracy theories spread on t...
-
Differential effects of firm generated content on consumer digital eng...
-
Effective Communication for Water Resilient Communities: A Conceptual ...
-
The digital transformation of value co-creation: a scoping review towa...
-
Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickna...
-
To engage or not engage? The features of video content on ...
-
Impact of fake news on social image perceptions and consumers’ behavio...
-
The Influence of E-Marketing on Performance of Real Estate Enterprises...
-
Social good or self‐interest: Incentivizing consumer social media enga...
-
Online video channel management: An integrative decision support syste...
-
Why Do People Initiate an Online Firestorm? The Role of Sadness, Anger...
-
Shopping centers revisited: The interplay between consumers’ spontaneo...
-
Tweets to escape: Intercultural differences in consumer expectations a...
-
Does Clickbait Actually Attract More Clicks? Three Clickbait Studies Y...
-
Let Me Entertain You? The Importance of Authenticity in Online Custome...
-
A theory of multiformat communication: mechanisms, dynamics, and strat...
-
The Momo Challenge: measuring the extent to which YouTube portrays har...
-
Brand and consumer engagement behaviors on Facebook brand pages: Let's...
-
Observing viewers’ self-reported and neurophysiological responses to m...
-
When a luxury brand bursts: Modelling the social media viral effects o...
-
Understanding videos at scale: How to extract insights for business re...
-
Argument-Based Versus Emotion-Based Videos During the Early Stages of ...
-
Leveraging EWOM on Service Failure Recovery Strategy: An Insight into ...
-
Trusted Factors of Social Commerce Product Review Video
-
Organic Reach on YouTube: What Makes People Click on Videos from Socia...
-
Fake news, social media and marketing: A systematic review
-
The effects of brand prominence and narrative features on crowdfunding...
-
What public health campaigns can learn from people’s Twitter reactions...
-
The Aesthetics of Language
-
Współczesny Word of Mouth – dylematy pojęciowe
-
Comparative study of customer relationship management research from Ea...
-
What, how and when? Exploring the influence of firm-generated content ...
-
#Healthy: smart digital food safety and nutrition communication strate...
-
Is digital advertising effective under conditions of low attention?
-
A Combination of Self-Reported Data and Social-Related Neural Measures...
-
A Good Story Well Told: Storytelling Components That Impact Science Vi...
-
Understanding content sharing on the internet: test of a cognitive-aff...
-
Speed Up, Size Down: How Animated Movement Speed in Product Videos Inf...
-
Creating, Metavoicing, and Propagating: A Road Map for Understanding U...
-
YouTube marketing: how marketers' video optimization practices influen...
-
Cross-Platform Spillover Effects in Consumption of Viral Content: A Qu...
-
Le tournant affectif des recherches en communication numérique
-
The Cinderella moment: Exploring consumers...
-
Conceptualizing the electronic word-of-mouth process: What we know and...
-
Consumer-brand identity and online advertising message elaboration
-
Improvised Marketing Interventions in Social Media
-
Branding in a Hyperconnected World: Refocusing Theories and Rethinking...
-
Opioids on Twitter: A Content Analysis of Conversations regarding Pres...
-
Uniting the Tribes: Using Text for Marketing Insight
-
Understanding Videos at Scale: How to Extract Insights for Business Re...
-
Video Influencers: Unboxing the Mystique
-
Examining the Self-Harm and Suicide Contagion Effects of the Blue Whal...
-
Inferring norms from numbers: Boomerang effects of online virality met...
-
The Role of Marketer-Generated Content in Customer Engagement Marketin...
-
Message content features and social media engagement: evidence from th...
-
Self-presentation via electronic word of mouth – a reflective or impul...
-
The moderating role of culture in social media-based spatial imagery, ...
Figures and tables
Figures & Media
Tables
View Options
Get access
Access options
If you have access to journal content via a personal subscription, university, library, employer or society, select from the options below:
loading institutional access options
AMA members can access this journal content using society membership credentials.
AMA members can access this journal content using society membership credentials.
Alternatively, view purchase options below:
Purchase 24 hour online access to view and download content.
Access journal content via a DeepDyve subscription or find out more about this option.
