Spreading the virus: emotional tone of viral advertising and its effect on forwarding intentions and attitudes

Petya Eckler, Paul Bolls

Research output: Contribution to journalArticle

2177 Downloads (Pure)

Abstract

iral advertising has attracted advertisers in recent years, yet little is known about how exactly it works from an information processing perspective. This study extends knowledge by exploring how the emotional tone (pleasant, unpleasant, coactive) of viral video ads affects attitude toward the ad, attitude toward the brand, and forwarding intentions. Results indicate that pleasant emotional tone elicits the strongest attitude toward the ad, attitude toward the brand, and intention to forward. The effects were weaker for coactive tone and weakest for negative emotional tone. These results challenge the common approach of shocking or scaring online users to motivate them to forward a viral video.
Original languageEnglish
Pages (from-to)1-11
Number of pages11
JournalJournal of Interactive Advertising
Volume11
Issue number2
Publication statusPublished - 2011

Keywords

  • viral advertising
  • electronic word of mouth
  • information processing
  • emotional tone
  • spreading the virus

Fingerprint Dive into the research topics of 'Spreading the virus: emotional tone of viral advertising and its effect on forwarding intentions and attitudes'. Together they form a unique fingerprint.

Cite this