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The emotions that drive viral video

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  • Nelson-Field, Karen
  • Riebe, Erica
  • Newstead, Kellie

Abstract

In today’s socially connected world marketers are turning to social video as a way of extending campaign reach and gaining cut-through. However knowledge on which creative characteristics are related to successful diffusion, is limited. In this research we consider how two constructs of emotional response (arousal and valence), both separately and collectively are related to how videos are shared. Two large data sets are considered, one commercial and one non-commercial (n800), with levels of actual daily sharing recorded for all videos examined. We find that high arousal emotions are the primary driver of video sharing and while valance plays a role, it does so to a lesser extent. This study is the largest of its kind and makes a significant contribution to our understanding of what makes a successful viral video.

Suggested Citation

  • Nelson-Field, Karen & Riebe, Erica & Newstead, Kellie, 2013. "The emotions that drive viral video," Australasian marketing journal, Elsevier, vol. 21(4), pages 205-211.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:4:p:205-211
    DOI: 10.1016/j.ausmj.2013.07.003
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    Cited by:

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    2. Melanie Schreiner & Thomas Fischer & Rene Riedl, 2021. "Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda," Electronic Commerce Research, Springer, vol. 21(2), pages 329-345, June.
    3. Caroline Moraes & Finola Kerrigan & Roisin McCann, 2020. "Positive Shock: A Consumer Ethical Judgement Perspective," Journal of Business Ethics, Springer, vol. 165(4), pages 735-751, September.
    4. Sachak-Patwa, Rahil & Fadai, Nabil T. & Van Gorder, Robert A., 2019. "Modeling multi-group dynamics of related viral videos with delay differential equations," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 521(C), pages 197-217.
    5. Kulkarni, Kalpak K. & Kalro, Arti D. & Sharma, Dinesh & Sharma, Piyush, 2020. "A typology of viral ad sharers using sentiment analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Nguyen, Cathy & Romaniuk, Jenni, 2014. "Pass it on: A framework for classifying the content of word of mouth," Australasian marketing journal, Elsevier, vol. 22(2), pages 117-124.
    7. Motoki, Kosuke & Suzuki, Shinsuke & Kawashima, Ryuta & Sugiura, Motoaki, 2020. "A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 99-117.

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