Title

Viral Video Ads: Examining Motivation Triggers to Sharing

Document Type

Article

Publication Date

5-4-2018

Department

Mass Communication and Journalism

School

Communication

Abstract

© 2018 American Academy of Advertising. Advertisers need a better understanding of online video sharing to design strategies for creating viral advertising. Previous studies have focused on users' deeper psychological motivations for sharing online ads. This research focuses on implications of psychological motivations for content strategy. Employing an online study with millennials, it identifies significant triggers for eliciting virality for video ads (i.e., appear ahead of trends, stimulate discussion, elicit strong reactions, make a statement of uniqueness, and share positive emotions etc.). Managerial implications for applying these triggers to the content of video ads to elicit higher levels of sharing are included.

Publication Title

Journal of Current Issues and Research in Advertising

Volume

39

Issue

2

First Page

120

Last Page

139

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