Add to ORKGPast research on viral advertising focuses on the direct impact of MGC (i.e. Marketer-Generated Content) on the content viral ability. However, it is not clear how this impact of MGC takes place through the mediating effect of UGC (i.e. User-Generated Content) in this process. In this study, we examine the mechanism that makes a video ad viral by taking into account the impact of both MGC (i.e. video content) and UGC (i.e. video comments) in YouTube. AMT (Amazon Mechanical Turk) and Text-Mining Method are combined to extract the characteristics embedded in MGC and UGC
Many video ads are designed to go viral so that the total number of views they receive depends on cu...
Drawing on theoretical insights from multidisciplinary research in the fields of Advertising, Digita...
Recent studies indicate that 84% of marketers are using video on the websites and 90% of viewers say...
2015-07-06Recent years have seen a proliferation of branded video ads on YouTube. Brands are increas...
Why do some online video advertisements go viral while others remain unnoticed? What kind of video c...
Many video ads are designed to go viral, so that their dissemination depends on customers sharing th...
The study attempts to fill the gap relate to an absence investigation of viral video contents that e...
The study attempts to fill the gap relate to an absence investigation of viral video contents that e...
The study attempts to fill the gap relate to an absence investigation of viral video contents that e...
Many video ads are designed to go viral, so that their dissemination depends on customers sharing th...
The purpose of this research is to identify contributing factors that make brand video content viral...
Viral marketing allows companies to promote their products and services using very small budgets and...
Viral marketing allows companies to promote their products and services using very small budgets and...
Viral marketing allows companies to promote their products and services using very small budgets and...
Viral marketing has attracted attention from both academics and practitioners. With the rise of user...
Many video ads are designed to go viral so that the total number of views they receive depends on cu...
Drawing on theoretical insights from multidisciplinary research in the fields of Advertising, Digita...
Recent studies indicate that 84% of marketers are using video on the websites and 90% of viewers say...
2015-07-06Recent years have seen a proliferation of branded video ads on YouTube. Brands are increas...
Why do some online video advertisements go viral while others remain unnoticed? What kind of video c...
Many video ads are designed to go viral, so that their dissemination depends on customers sharing th...
The study attempts to fill the gap relate to an absence investigation of viral video contents that e...
The study attempts to fill the gap relate to an absence investigation of viral video contents that e...
The study attempts to fill the gap relate to an absence investigation of viral video contents that e...
Many video ads are designed to go viral, so that their dissemination depends on customers sharing th...
The purpose of this research is to identify contributing factors that make brand video content viral...
Viral marketing allows companies to promote their products and services using very small budgets and...
Viral marketing allows companies to promote their products and services using very small budgets and...
Viral marketing allows companies to promote their products and services using very small budgets and...
Viral marketing has attracted attention from both academics and practitioners. With the rise of user...
Many video ads are designed to go viral so that the total number of views they receive depends on cu...
Drawing on theoretical insights from multidisciplinary research in the fields of Advertising, Digita...
Recent studies indicate that 84% of marketers are using video on the websites and 90% of viewers say...