IDEAS home Printed from https://ideas.repec.org/a/abg/anprac/v27y2023i41599.html
   My bibliography  Save this article

Going viral on advertising YouTube video: Detecting the influences

Author

Listed:
  • Giuliana Isabella
  • Andressa Freitas de Melo
  • Marcela Carvalho Gonzalez

Abstract

Objective: this research aims to identify the key characteristics that influence viewers to watch and share ads. Theoretical approach: by exploring both technical and subjective attributes, this study provides valuable insights for advertisers to enhance their video performance. It farsighted to study the attributes that motivate the sharing video ads behavior using the characteristics present in the videos altogether. Method: the research employed a multi-method approach. The qualitative study analyzed 35 YouTube ads to identify potential attributes for evoking sharing behavior. Subsequently, an experimental study was conducted based on the derived qualitative propositions. Result: the propositions produced the attributes: narrative, purpose, interaction, real characters, celebrities, technical themes, humor, and market. With them, we formed 16 bundles, converted into ad visual scripts analyzed by a conjoint. Conclusions: the study highlighted that congruency of service announcements from service companies, addressing real problems with non-technical themes, have the highest potential for sharing, while ads focusing on technical topics with elements of humor performed poorly. This research sheds light on the discussion of two goals established by the United Nations — SDG 9 and SDG 12, providing valuable insights for advertisers.

Suggested Citation

  • Giuliana Isabella & Andressa Freitas de Melo & Marcela Carvalho Gonzalez, 2023. "Going viral on advertising YouTube video: Detecting the influences," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 220300-2203.
    • Handle: RePEc:abg:anprac:v:27:y:2023:i:4:1599
    as

    Download full text from publisher

    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1599
    Download Restriction: no
    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1599/1912
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hayes, Jameson L. & King, Karen Whitehill & Ramirez, Artemio, 2016. "Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 31-45.
    2. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
    3. Karl E. Weick & Kathleen M. Sutcliffe & David Obstfeld, 2005. "Organizing and the Process of Sensemaking," Organization Science, INFORMS, vol. 16(4), pages 409-421, August.
    4. Pittman, Matthew & Abell, Annika, 2021. "More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 70-82.
    5. Anatoli Colicev & Ashwin Malshe & Koen Pauwels, 2018. "Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry," Administrative Sciences, MDPI, vol. 8(3), pages 1-16, September.
    6. Shuba Srinivasan & Oliver J. Rutz & Koen Pauwels, 2016. "Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 440-453, July.
    7. Jansen, Nora & Hinz, Oliver & Deusser, Clemens & Strufe, Thorsten, 2021. "Is the Buzz on? – A Buzz Detection System for Viral Posts in Social Media," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 1-17.
    8. Dobele, Angela & Lindgreen, Adam & Beverland, Michael & Vanhamme, Joelle & van Wijk, Robert, 2007. "Why pass on viral messages? Because they connect emotionally," Business Horizons, Elsevier, vol. 50(4), pages 291-304.
    9. Catherine E. Tucker, 2015. "The Reach and Persuasiveness of Viral Video Ads," Marketing Science, INFORMS, vol. 34(2), pages 281-296, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Valter Afonso Vieira & Marcos Inácio Severo de Almeida & Maria Carolina Zanette, 2023. "Grasping Marketing and Consumer Behavior in the Digital Environment: Brazilian Scholars Insights," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 230141-2301.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Moldovan, Sarit & Steinhart, Yael & Lehmann, Donald R., 2019. "Propagators, Creativity, and Informativeness: What Helps Ads Go Viral," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 102-114.
    2. Joep P. Cornelissen, 2012. "Sensemaking Under Pressure: The Influence of Professional Roles and Social Accountability on the Creation of Sense," Organization Science, INFORMS, vol. 23(1), pages 118-137, February.
    3. Allen, Joseph A. & Lehmann-Willenbrock, Nale & Sands, Stephanie J., 2016. "Meetings as a positive boost? How and when meeting satisfaction impacts employee empowerment," Journal of Business Research, Elsevier, vol. 69(10), pages 4340-4347.
    4. Adriana Andrea Amaya & Ying-Kai Liao & Sixto Chang, 2019. "The Effects Of Innovation Implementation And Speed To Market On The Relationship Between Team Sense-Making, Trust, And Npd Success," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(04), pages 1-29, May.
    5. Patricio Osorio-Vega, 2019. "The Ethics of Entrepreneurial Shared Value," Journal of Business Ethics, Springer, vol. 157(4), pages 981-995, July.
    6. Onofrei, George & Filieri, Raffaele & Kennedy, Lorraine, 2022. "Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors," Journal of Business Research, Elsevier, vol. 142(C), pages 100-112.
    7. Zhang, Min & Hu, Haiju & Zhao, Xiande, 2020. "Developing product recall capability through supply chain quality management," International Journal of Production Economics, Elsevier, vol. 229(C).
    8. Zhao, Jianfeng & Greenwood, David & Thurairajah, Niraj & Liu, Henry J. & Haigh, Richard, 2022. "Value for money in transport infrastructure investment: An enhanced model for better procurement decisions," Transport Policy, Elsevier, vol. 118(C), pages 68-78.
    9. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    10. Peng, Yi & Lu, Liling, 2024. "Untangling influence: The effect of follower-followee comparison on social media engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    11. Kim Huynh, 2016. "Factors Affecting the Success of Viral Marketing An Affective ¨C Cognitive- Behavioral Process," Business and Management Research, Business and Management Research, Sciedu Press, vol. 5(1), pages 40-45, March.
    12. Puhakka, Hannu, 2017. "The role of accounting in making sense of post-acquisition integration," Scandinavian Journal of Management, Elsevier, vol. 33(1), pages 12-22.
    13. Obara, Louise J. & Peattie, Ken, 2018. "Bridging the great divide? Making sense of the human rights-CSR relationship in UK multinational companies," Journal of World Business, Elsevier, vol. 53(6), pages 781-793.
    14. Christensen, Lars Thøger & Morsing, Mette & Thyssen, Ole, 2020. "Timely hypocrisy? Hypocrisy temporalities in CSR communication," Journal of Business Research, Elsevier, vol. 114(C), pages 327-335.
    15. Andrea Furlan & Ambra Galeazzo & Adriano Paggiaro, 2019. "Organizational and Perceived Learning in the Workplace: A Multilevel Perspective on Employees’ Problem Solving," Organization Science, INFORMS, vol. 30(2), pages 280-297, March.
    16. Dean A. Shepherd & Holger Patzelt & Trenton A. Williams & Dennis Warnecke, 2014. "How Does Project Termination Impact Project Team Members? Rapid Termination, ‘Creeping Death’, and Learning from Failure," Journal of Management Studies, Wiley Blackwell, vol. 51(4), pages 513-546, June.
    17. Piezunka, Anne, 2020. "Ist eine gute Schule eine inklusive Schule? Entwicklung von Messinstrumenten durch Schulinspektionen," EconStor Books, ZBW - Leibniz Information Centre for Economics, number 215711.
    18. Ogliastri, Enrique & Zúñiga, Roy, 2016. "An introduction to mindfulness and sensemaking by highly reliable organizations in Latin America," Journal of Business Research, Elsevier, vol. 69(10), pages 4429-4434.
    19. Prabhjot S. Mukandwal & David E. Cantor & Russell N. Laczniak, 2024. "Consumer reactions to environmentally irresponsible sourcing practices: An intentionality and motive perspective," Journal of Supply Chain Management, Institute for Supply Management, vol. 60(3), pages 39-58, July.
    20. Sevda Helpap & Sigrid Bekmeier-Feuerhahn & Luisa Pinkernelle, 2018. "Ambivalenzen in organisationalen Veränderungen [Ambivalence in Organizational Change]," Schmalenbach Journal of Business Research, Springer, vol. 70(3), pages 209-241, August.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:abg:anprac:v:27:y:2023:i:4:1599. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Information Technology of ANPAD (email available below). General contact details of provider: http://anpad.org.br .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.