Going Viral on Advertising YouTube Video: Detecting the Influences

Isabella, Giuliana; Melo, Andressa Freitas de; Gonzalez, Marcela Carvalho

doi:10.1590/1982-7849rac2023220300.en

Giuliana Isabella ^** Corresponding Author

conceptualization

formal analysis

methodology

project administration

software

supervision

writing - original draft

writing - review & editing

Insper - Instituto de Ensino e Pesquisa, São Paulo, SP, Brazil.

https://orcid.org/0000-0002-4502-4327

Andressa Freitas de Melo

conceptualization

data curation

investigation

methodology

validation

writing - original draft

Insper - Instituto de Ensino e Pesquisa, São Paulo, SP, Brazil.

https://orcid.org/0000-0002-1769-4550

Marcela Carvalho Gonzalez

validation

visualization

writing - original draft

writing - review & editing

Universidade de São Paulo, Faculdade de Economia, Administração, Contabilidade e Atuária, São Paulo, SP, Brazil.

https://orcid.org/0000-0002-9937-7822

* Corresponding Author

Authorship

Giuliana Isabella*

Insper - Instituto de Ensino e Pesquisa

Rua Quatá, n. 300, Itaim Bibi, CEP 03336-000, São Paulo, SP, Brazil

E-mail: giulianai@insper.edu.br

https://orcid.org/0000-0002-4502-4327

Andressa Freitas de Melo

Insper - Instituto de Ensino e Pesquisa

Rua Quatá, n. 300, Itaim Bibi, CEP 03336-000, São Paulo, SP, Brazil

E-mail: andressa.fmelo14@gmail.com

https://orcid.org/0000-0002-1769-4550

Marcela Carvalho Gonzalez

Universidade de São Paulo, Faculdade de Economia, Administração, Contabilidade e Atuária

Av. Prof. Luciano Gualberto, n. 908, CEP 05508-900, São Paulo, SP, Brazil

E-mail: mcarvalhog3@gmail.com

https://orcid.org/0000-0002-9937-7822

Conflict of Interests

The authors have stated that there is no conflict of interest.

Editor-in-chief:

Marcelo de Souza Bispo (Universidade Federal da Paraíba, PPGA, Brazil)

Guest Editors:

Valter Afonso Vieira (Universidade Estadual de Maringá, Brazil)

Maria Carolina Zanette (Neoma Business School, France)

Marcos Inácio Severo de Almeida (Universidade Federal de Goiás, Brazil)

Research Questions & Hypothesis	Future Research Priorities
Viral Advertising and It’s Main Drivers
What is viral advertising? How does the sentiments influence the viral advertising results? Is there a gender or a cultural difference in the sharing behavior?	• How does the actual sharing (other than the intention to share) works for viral content? • What determines a viral video campaign?
How does the creative drivers predict online viral metrics? Does claimed ‘likelihood to forward’ survey responses positively predict online viral viewing volume?	• Specific creative attributes and responses does the difference for the viral campaigns? • Surprise and excitement can be strong drivers of viral success?
Viral Advertising and Engagement
Do referrer-brand relationship strength and sharing motivations interact to affect likelihood of referral and likelihood of referral acceptance?	• What positive and negative effects does sharing viral advertising have on each type of relationship? How does the intertwining of the two impact each? • What does this mean for brand managers and marketing communication practitioners? • What is the influence of discrete emotions and their action tendencies in sharing videos and online content? • What is the impact of awe and affection on newer brands versus established brands, high involvement products versus low involvement products, and social cause advertising?
How does the engagement works through different social media platforms?	• How can the relationship the engagement be measured in terms of intensity or valence? • How are the conceptual differences such as modality, self-disclosure, media richness and privacy parameters perceived by users and how potential differences translate to digital engagement and advertising evaluations? • Does the engagement change differ between situations in which people use a social media platform in a passive way? Is there a difference between types of devices used to access the platforms?
Does creative ads works better than non-creative ads? What type of ad can elicit stronger changes in attitudes? Interactive advertising changes the individual attitude towards the brand?	• What’s kind of online advertising can generate immersion and a more intense experience with brands? • How can the advertising benefits both the received and the actor differently in its different ways? • Which are the main moderators that regulate the effectiveness of viral advertising? • How does these moderators influence the consumer relationship towards the brands? • Which is the relationship between content characteristics and the extent of virality?

Factors analyzed	Results	Source Reference
Technical characteristics
Bloggers / Celebrity	Research identified a positive correlation between the presence of celebrities and the number of views; they’re people with high level of engagement and, therefore, are considered opinion leaders.	Southgate et al. (2010Southgate, D., Westoby, N., & Page, G. (2010). Creative determinants of viral video viewing. International Journal of Advertising, 29(3), 349-368. https://doi.org/10.2501/ S0265048710201221 https://doi.org/10.2501/ S02650487102012... ); Uzunoğlu and Kip (2014Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007 https://doi.org/10.1016/j.ijinfomgt.2014... ); Brooks et al. (2021Brooks, G., Drenten, J., & Piskorski, M. J. (2021). Influencer celebrification: How social media influencers acquire celebrity capital. Journal of Advertising, 50(5), 528-547. https://doi.org/10.1080/00913367.2021.1977737 https://doi.org/10.1080/00913367.2021.19... ); Shen (2021Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement on social media: Evidence from Irish fashion micro-influencers. Journal of Research in Interactive Marketing, 15(2), 181-199. https://doi.org/10.1108/JRIM-10-2019-0161 https://doi.org/10.1108/JRIM-10-2019-016... )
Creativity	Factors such as pleasure, involvement, branding and distinction proved to be relevant for the visualization. Also, creative ads generated stronger shifts in attitudes toward the ad, attitudes toward the brand, and behavioral intentions.	Southgate et al. (2010Southgate, D., Westoby, N., & Page, G. (2010). Creative determinants of viral video viewing. International Journal of Advertising, 29(3), 349-368. https://doi.org/10.2501/ S0265048710201221 https://doi.org/10.2501/ S02650487102012... )
Ad narrative	Positive correlation between narrative structure and user persuasion. Ads with chronology and causality hold more attention.	Escalas (2004Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), 168-180. https://psycnet.apa.org/doi/10.1207/s15327663jcp1401&2_19 https://psycnet.apa.org/doi/10.1207/s153... ); Chang (2009Chang, C. (2009). “Being Hooked” by editorial content: The implications for processing narrative advertising. Journal of Advertising, 38(1), 21-34. https://doi.org/10.2753/JOA0091-3367380102 https://doi.org/10.2753/JOA0091-33673801... )
Storytelling	Brands communicate and build reputation from stories, making it easier for users to understand. Unlike narrative, storytelling is about the message itself, not the format. Digital video storytelling ads hook viewers more effectively than argumentative ads do.	Christensen and Olson (2002Christensen, G. L. & Olson, J. C. (2002), Mapping consumers’ mental models with ZMET. Psychology & Marketing, 19(6), 477-501. https://doi.org/10.1002/mar.10021 https://doi.org/10.1002/mar.10021... ); Chang (2009Chang, C. (2009). “Being Hooked” by editorial content: The implications for processing narrative advertising. Journal of Advertising, 38(1), 21-34. https://doi.org/10.2753/JOA0091-3367380102 https://doi.org/10.2753/JOA0091-33673801... ); Coker et al. (2021Coker, K. K., Flight, R. L., & Baima, D. M. (2021). Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement. Journal of Research in Interactive Marketing, 15(4), 607-622. https://doi.org/10.1108/JRIM-05-2020-0115 https://doi.org/10.1108/JRIM-05-2020-011... )
Title (video name)	Campaigns whose title has a brand name and good keywords are easier to find.	Southgate et al. (2010Southgate, D., Westoby, N., & Page, G. (2010). Creative determinants of viral video viewing. International Journal of Advertising, 29(3), 349-368. https://doi.org/10.2501/ S0265048710201221 https://doi.org/10.2501/ S02650487102012... )
Soundtrack	Music is a powerful tool for facilitating memory. Familiar songs as coming of age songs as can have a positive effect on consumer brand recall.	Anglada-Tort et al. (2022Anglada-Tort, M., Schofield, K., Trahan, T., & Müllensiefen, D. (2022). I’ve heard that brand before: The role of music recognition on consumer choice. International Journal of Advertising, 41(8), 1567-1587. https://doi.org/10.1080/02650487.2022.2060568 https://doi.org/10.1080/02650487.2022.20... ); Lourenço et al. (2023Lourenço, C. J., Isabella, G., Verbeke, Vo K., Dimoka, A., & Bagozzi, R. P. (2023). How songs from growing up and viewers’ attachment styles affect video ads’ effectiveness. Psychology & Marketing, 40(1), 209-233. https://doi.org/10.1002/mar.21725 https://doi.org/10.1002/mar.21725... )
Subjective characteristics
Attitude towards the ad and the brand	The user’s attitude and perception towards the brand and the ad determine its sharing; engagement and advertising evaluations are related in a highly context-specific way because the relationship is highly contingent on the platform.	Huang et al. (2013Huang, J., Su, S., Zhou, L., & Liu, X. (2013). Attitude toward the viral ad: Expanding traditional advertising models to interactive advertising. Journal of Interactive Marketing, 27(1), 36-46. https://doi.org/10.1016/j.intmar.2012.06.001 https://doi.org/10.1016/j.intmar.2012.06... ); Voorveld, Noort, et al., (2018Voorveld, H. A. M., Noort, G. van., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754 https://doi.org/10.1080/00913367.2017.14... ); Voorveld, Araujo, et al. (2018)
Humor	Ads that work with humor and relaxation have not only high power of engagement, but also increase the propensity to purchase the product.	Tucker (2015Tucker, C. E. (2015). The reach and persuasiveness of viral video ads. Marketing Science, 34(2), 179-307. https://doi.org/10.1287/mksc.2014.0874 https://doi.org/10.1287/mksc.2014.0874... )
Intrinsic motivation	The user has personal motivations to recommend a brand. In the positive aspect, an improvement in self-image is expected and in the negative, it is the affirmation of identity that directs the consumer; empowerment is seen as an important motivation for using social media.	Muntinga et al. (2011Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13-46. https://doi.org/10.2501/IJA-30-1-013-046 https://doi.org/10.2501/IJA-30-1-013-046... ); Alexandrov et al. (2013Alexandrov, A., Lilly, B., & Babakus, E. (2013). The effects of social-and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academy of Marketing Science, 41, 531-546. https://doi.org/10.1007/s11747-012-0323-4 https://doi.org/10.1007/s11747-012-0323-... ); Voorveld, Araujo, et al. (2018Voorveld, H. A. M., Noort, G. van., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754 https://doi.org/10.1080/00913367.2017.14... )
Feelings captured	The emotions experienced by the viewer (and the force with which they are felt) trigger the sharing behavior. Content that arouses high arousal, positive or negative, performs better and is shared more. Ads that arouse feelings of reverence and affection are more viral.	Dobele et al. (2007Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J., & Van Wijk, R. (2007). Why pass on viral messages? Because they connect emotionally. Business Horizons, 50(4), 291-304. https://doi.org/10.1016/j.bushor.2007.01.004 https://doi.org/10.1016/j.bushor.2007.01... ); Berger and Milkman (2012Berger, J., & Milkman, K. L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192-205. https://doi.org/10.1509/jmr.10.0353 https://doi.org/10.1509/jmr.10.0353... ); Nelson-Field et al. (2013Nelson-Field, K., Riebe, E., & Newstead, K. (2013). The emotions that drive viral video. Australasian Marketing Journal, 21(4), 205-211. https://doi.org/10.1016/j.ausmj.2013.07.003 https://doi.org/10.1016/j.ausmj.2013.07.... ); Nikolinakou and King (2018Nikolinakou, A., & King, K. W. (2018). Viral video ads: Emotional triggers and social media virality. Psychology & Marketing, 35(10), 715-726. https://doi.org/10.1002/mar.21129 https://doi.org/10.1002/mar.21129... )

Video title	Views
Service - Looking for time for what really matters? (Atendimento - Buscando tempo para o que realmente importa?) (Itaú)	12,782,278
Samsung \| Galaxy A \| Absurdly Galaxy (Samsung \| Galaxy A \| Absurdamente Galaxy)	9,961,819
Samsung \| Your Galaxy connected this Christmas. (Samsung \| Seu Galaxy conectado neste Natal.)	8,349,703
Hellmann’s turns leftovers into delicious dishes (Hellmann’s transforma o que sobrou em pratos deliciosos)	7,052,224
My Finances - Looking to organize your money? (Minhas Finanças - Buscando organizar sua grana?) (Itaú)	5,749,653
Itaú Vacations - Looking for tranquility to enjoy your vacations? (Férias Itaú - Buscando tranquilidade para curtir as férias?)	5,392,176
Samsung Pay & Anitta - Used, paid, won. (Samsung Pay & Anitta - Usou, pagou, ganhou.)	3,186,905
Creamy Macaroni Salad (Salada Cremosa de Macarrão) (Hellmann’s)	2,271,640
Itaú Loan - New Year’s Bills (Empréstimo Itaú - Boletos do Começo de Ano)	2,102,177
Hellmanns Ketchup Sweetened With Honey, Naturally Yummy! (Hellmanns Ketchup Adoçado Com Mel, Naturalmente Gostoso!)	2,008,914
The search for Marcos and Alice (A busca do Marcos e da Alice) (Itaú)	1,498,663
Samsung \| Galaxy Note10 \| Powerful as Vanessa Dutra (Samsung \| Galaxy Note10 \| Poderoso como Vanessa Dutra)	1,473,311
Samsung \| Black Friday \| Galaxy A	1,114,989
Samsung \| S51 Pen \| Two in one (Samsung \| S51 Pen \| Dois em um)	1,034,065
Samsung \| Black Friday \| Galaxy S	1,003,834
Hellmann’s Non-Food Restaurant (Restaurante sem Comida Hellmann’s)	990,539
Hellmann’s - 3 types of mayonnaise (Hellmann’s - 3 tipos de maionese)	728,151
Itaú Loan - Your money falls into the account even on the weekend (Empréstimo Itaú - Seu dinheiro cai na conta mesmo no fim de semana)	668,174
Walberg’s Quest \| Itaú Customer (A Busca do Walberg \| Cliente Itaú)	452,906
Samsung \| Galaxy Note10 \| Powerful as Vânia Goy (Samsung \| Galaxy Note10 \| Poderoso como Vânia Goy)	434,997
Samsung \| New Galaxy A80 \| Welcome to the Age of Live (Samsung \| Novo Galaxy A80 \| Bem-vindo à Era da Live)	250,890
Hellmann’s - Original	161,826
My Finances Itaú - My Package Service (Minhas Finanças Itaú - Serviço Meu Pacote)	35,056
Itaú Keyboard - Looking to split the bill? (Teclado Itaú - Buscando rachar a conta?)	31,686
[CES 2020] The Revelation: The Sero \| Samsung ([CES 2020] A Revelação: The Sero \| Samsung)	26,645
Consortium - How does the Itaú Consortium work (Consórcio - Como funciona o Consórcio do Itaú)	20,299
Samsung \| S51 Pen \| much safer (Samsung \| S51 Pen \| muito mais seguro)	20,096
Itaú Empresas - Learn about the benefits of issuing bank slips through Itaú (Itaú Empresas - Conheça os benefícios de emitir boletos pelo Itaú)	15,882
Hellmann’s - Oliva	12,615
Creamy Rice Cake (Bolinho de Arroz Cremoso)	10,469
Samsung \| Odyssey 2 \| No game challenges your machine (Samsung \| Odyssey 2 \| Nenhum jogo desafia sua máquina)	10,383
Virtual Card \| What is it? (Cartão Virtual \| O que é?)	9,917
Enjoy real food with Hellmann’s. #Instafood (Curta comida de verdade com Hellmann’s. #Instafood)	9,336
Hellmann’s - Light	8,040
Samsung \| Promotion \| Your Father Deserves Samsung (Samsung \| Promoção \| Seu Pai Merece Samsung)	4,818

Attributes	Levels
Narrative	Brand contextualized in a story
Narrative	Explicit product selling or service provision
Purpose brands	Brands address real problems they are a part of
Purpose brands	Brands do not mention any purpose beyond product selling
Interaction	Interaction among characters
	Character/user interaction
	No interaction
Character	Yes
Character	No
Celebrities	Yes
Celebrities	No
Technical themes	Campaigns with technical themes
Technical themes	Campaigns with general or easily understandable themes
Positive high excitement (humor)	Yes
Positive high excitement (humor)	No
Congruent product/brand	Ad incongruent with the brand
Congruent product/brand	Ad congruent with the brand

Attributes/Bundles	Advertisement (Bundle) 1	Advertisement (Bundle) 2	Advertisement (Bundle) 3	Advertisement (Bundle) 4	Advertisement (Bundle) 5
Narrative	Brand is contextualized in a story	Brand is contextualized in a story	Explicit sale	Explicit sale	Brand is contextualized in a story
Purpose	Brand solves real problems	Brand has no purpose	Brand solves real problems	Brand has no purpose	Brand solves real problems
Interaction	Interaction between characters	Interaction between characters	Interaction between characters	Interaction between characters	Character and consumer interaction
Real characters	Yes	No	No	Yes	Yes
Celebrities	Yes	Yes	No	No	Yes
Technical theme	Technical theme	Generalist theme	Technical theme	Generalist theme	Generalist theme
Humor	Yes	No	No	Yes	No
Congruent Product	Yes	No	No	Yes	No

Attribute	Dimension	Partial utility	Amplitude	Importance
Narrative	Brand is contextualized in a story	0.082	0.082	5.06%
Narrative	Explicit sale	0
Purpose	Brand solves real problems	0.39	0.39	24.09%
Purpose	Brand has no purpose	0
Interaction	Interaction between characters	-0.125	0.125	7.72%
	Character and consumer interaction	-0.105
	No interaction	0
Real Characters	Yes	-0.03	0.03	1.85%
Real Characters	No	0
Celebrities	Yes	0.117	0.117	7.23%
Celebrities	No	0
Technical theme	Technical theme	-0.225	0.225	13.90%
Technical theme	Generalist theme	0
Humor	Yes	-0.27	0.27	16.68%
Humor	No	0
Congruent product	Ad incongruent with the brand	-0.38	0.38	23.47%
Congruent product	Ad congruent with the brand	0

	1	2	3	4	5	6	7	8	9
1^st round
2^nd round

[1] * Corresponding Author

Brasil

Brasil

Going Viral on Advertising YouTube Video: Detecting the Influences

Viralizando em um Vídeo Publicitário no YouTube: Motivos de Influências

ABSTRACT

Objective:

Theoretical approach:

Method:

Result:

Conclusions: