Sharing is entertaining: the impact of consumer values on video sharing and brand equity

Purpose The study aims to ascertain the impacts of entertainment, social and functional values on likelihood sharing commercial videos online verify whether consumers' share brand attachment equity. Design/methodology/approach A survey was conducted with 368 university students who watched five companies YouTube Brazil. electronic form had 24 questions covering constructs entertainment value, share, structural equation modeling (SEM) tested survey´s hypothetical model. Findings value positive online. Moreover, positively impacted Finally, a effect Practical implications Entertainment affect videos, stimulating consumer engagement brands through interactive marketing SNSs. Therefore, should produce fun that add consumers go viral, influencing brands. another contribution is impact video attachment. Previous studies have contemplated only opposite relationship between these constructs. Originality/value This research adds by investigating behaviors, their interactivity in networking sites (SNSs) It simultaneously contemplates effects demonstrates its