Change search
ReferencesLink to record
Permanent link

Direct link
To share or not to share: The role of content and emotion in viral marketing
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
2013 (English)In: Journal of Public Affairs, ISSN 1472-3891, E-ISSN 1479-1854, Vol. 13, no 2, 160-171 p.Article in journal (Refereed) Published
Abstract [en]

One of the most recent influential trends in the global environment has been the rise of social media. Stakeholders have found a strong voice in social media, and messages are spread among social media users at an astounding speed across a global landscape. As a result of this phenomenon and in an effort to use this viral spread of messages across social media, companies are increasingly making use of viral marketing. Viral messages are playing an increasingly important role in influencing and shifting public opinion on corporate reputations, brands, and products as well as political parties and public personalities to name but a few. Very little is known about the motivations, attitudes, and behavior of the people who forward viral messages to their online networks. Through in-depth interviews with college-going Generation Y consumers, we explore this relationship between viral media and emotions. We look at two very specific components of online videos that have gone viral: first, the relevance of the video's content and, second, participants' emotional reaction to these videos to try and better explain the viral spread of online video messages. The paper concludes by proposing a decision tree that interusers might subconsciously experience when deciding whether to share a video with their friends or not. The article concludes with a discussion about future research avenues in the area of emotions and viral marketing.

Place, publisher, year, edition, pages
2013. Vol. 13, no 2, 160-171 p.
National Category
Social Sciences
URN: urn:nbn:se:kth:diva-134482DOI: 10.1002/pa.1471ScopusID: 2-s2.0-84880512357OAI: diva2:667103

QC 20131125

Available from: 2013-11-25 Created: 2013-11-25 Last updated: 2013-11-25Bibliographically approved

Open Access in DiVA

No full text

Other links

Publisher's full textScopus

Search in DiVA

By author/editor
Botha, Elsie Margaretha
By organisation
Industrial marketing
In the same journal
Journal of Public Affairs
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Altmetric score

Total: 215 hits
ReferencesLink to record
Permanent link

Direct link