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...
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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...
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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...
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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...
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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...
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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...
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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...
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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...
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