What Triggers Sharing in Viral Marketing? The Role of Emotion and Social Feature

نویسندگان

  • Boying Li
  • Alain Yee-Loong Chong
  • Eugene Ch'ng
چکیده

Viral marketing has attracted attention from both academics and practitioners. With the rise of usergenerated content (UGC) and broadcasting networks, viral online video advertising campaigns (viral advertising in short) are an emerging trend in viral marketing. Previous literature mainly studied the influence of network structure on viral advertising. Here, we extend such works by decomposing the diffusion network into individual sharing behavior. We based our work on theories of emotion and social networks by proposing a framework that specifies the role of emotion and social feature on individuals’ sharing of online video advertisements in viral marketing campaigns. The framework will be tested using real-world data extracted from online broadcasting networks in the future work.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

A means to an end: Using political satire to go viral

With the rise of video sharing giants like Youtube and Google Video, coupled with increased broadband connectivity and improved sharing functionality across social networking sites, the role of the viral video has been cemented in many IMC strategies. While most agree about the importance of better understanding viral marketing, there is less agreement about what makes content become viral. Whi...

متن کامل

Examining Viral Marketing - a Framework for Knowledge Sharing and Influence in Online Social Networks

Viral Marketing, sometimes described as word of mouse publicity, is a tactic that leverages the considerable power of individuals to influence others in their online social networks using computer aided communication media such as email, instant messaging and online chat. Viral marketing is increasingly being recognized as an important way for firms to spur the trial, use and adoption of produc...

متن کامل

Ethical Challenges in Viral Marketing

Since the use of internet has been identified as a necessity in today’s world, businesses benefit from different aspects of this technology especially for marketing and advertisements so that the owners of businesses are searching for effective high speed and low costs ways of marketing such as viral marketing. Despite of its high efficiency and effectiveness, viral marketing creates various et...

متن کامل

The Mediating Role of Emotion Regulation Strategies in the Relationship of Beliefs about Emotion and Emotion Regulation Self-Efficacy with Social Anxiety

Objective: According to cognitive models, maladaptive beliefs play a major role in social anxiety disorder and can lead to dysfunctional behavioral reactions and emotion dysregulation. This study examines the mediating role of emotion regulation strategies in the relationship of beliefs about emotions and emotion regulation self-efficacy with social anxiety.  Method: 650 college students from ...

متن کامل

P9: Social Anxiety Symptoms and Anger: The Mediating Role of Emotion Regulation Difficulties

Emotion regulation strategies are considered as determinant variables on both normal and psychopathological processes. The aim of the present study was to investigate the mediating role of emotion regulation difficulties on the relationship between social anxiety symptoms and anger. A total of 171 participants (71 men, 100 women) from the city of Tehran participated in this study as volunteers....

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره   شماره 

صفحات  -

تاریخ انتشار 2015