Marketing in a socially connected world: the impact of value on sharing of commercial videos
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Revista Economia & Gestão |
Texto Completo: | http://periodicos.pucminas.br/index.php/economiaegestao/article/view/18650 |
Resumo: | The viral marketing offers answers for the structuring and disseminating fast and large-scale information in favor of content, products, and their brands. Sustained by the growth of technological users, social networks and mobile technology, video viewing, posts, and sharing, it has become an everyday action. Thus, the organizations started to produce commercial videos and dissemination them in the social networks, where consumer users share what they identify themselves with. Lister (2018) highlights that a video that is socially shared generates 1.200% more shares than the text and images combined. Video is a trend in terms of online communication, as millions of dollars are spent on these efforts to persuade and generate an impact on their audiences target monthly (Lister, 2018). However, most of the studies about video sharing are related to consumer content, not firm generated content. In this sense, the central objective of this study is to identify the antecedents of commercial video sharing and its impact on the consumers' attitudes. The videos that were mostly seen on YouTube in 2017 and the top of mind brands were selected as the research's corpus. A total of 368 questionnaires were collected, preceded by the viewing of the videos that were selected. The results reveal significant impacts of the entertainment value and utility value with the intention of sharing videos, but the social value has no significant impact. In this sense, this study contributed by identifying content and persuasion strategies for firms in order to earn media from sharing of commercial videos, which every day more represent a larger share in the organizations' communication budget. |
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Marketing in a socially connected world: the impact of value on sharing of commercial videosMarketing in a socially connected world: the impact of value on sharing of commercial videosmarketing viralcompartilhamento de vídeo comercialmarketing digitalviral marketingcommercial video sharingdigital marketingThe viral marketing offers answers for the structuring and disseminating fast and large-scale information in favor of content, products, and their brands. Sustained by the growth of technological users, social networks and mobile technology, video viewing, posts, and sharing, it has become an everyday action. Thus, the organizations started to produce commercial videos and dissemination them in the social networks, where consumer users share what they identify themselves with. Lister (2018) highlights that a video that is socially shared generates 1.200% more shares than the text and images combined. Video is a trend in terms of online communication, as millions of dollars are spent on these efforts to persuade and generate an impact on their audiences target monthly (Lister, 2018). However, most of the studies about video sharing are related to consumer content, not firm generated content. In this sense, the central objective of this study is to identify the antecedents of commercial video sharing and its impact on the consumers' attitudes. The videos that were mostly seen on YouTube in 2017 and the top of mind brands were selected as the research's corpus. A total of 368 questionnaires were collected, preceded by the viewing of the videos that were selected. The results reveal significant impacts of the entertainment value and utility value with the intention of sharing videos, but the social value has no significant impact. In this sense, this study contributed by identifying content and persuasion strategies for firms in order to earn media from sharing of commercial videos, which every day more represent a larger share in the organizations' communication budget.O marketing viral oferece respostas para a estruturação e disseminação de informações rápidas e em larga escala em favor de conteúdo, produtos e suas marcas. Sustentado pelo crescimento de usuários tecnológicos, redes sociais e tecnologia móvel, visualização de vídeos, postagens e compartilhamento, o marketing viral tornou-se uma ação cotidiana. Assim, as organizações começaram a produzir vídeos comerciais e divulgá-los nas redes sociais, onde os usuários compartilham o que se identificam. Lister (2018) destaca que um vídeo compartilhado socialmente gera 1.200% mais compartilhamentos do que o texto e as imagens combinados. O vídeo é uma tendência em termos de comunicação on-line, pois milhões de dólares são gastos nesses esforços para persuadir e gerar um impacto mensalmente na meta de seu público (Lister, 2018). No entanto, a maioria dos estudos sobre compartilhamento de vídeo está relacionada ao conteúdo do consumidor, e não ao conteúdo gerado pela empresa. Nesse sentido, o objetivo central deste estudo é identificar os antecedentes do compartilhamento comercial de vídeos e seu impacto nas atitudes dos consumidores. Os vídeos que foram vistos principalmente no YouTube em 2017 e as marcas mais lembradas foram selecionados como corpus da pesquisa. Foram coletados 368 questionários, precedidos pela visualização dos vídeos selecionados. Os resultados revelam impactos significativos do valor do entretenimento e do valor da utilidade com a intenção de compartilhar vídeos, mas o valor social não tem impacto significativo. Nesse sentido, este estudo contribuiu com a identificação de estratégias de conteúdo e persuasão para as empresas, a fim de obter mídia com o compartilhamento de vídeos comerciais, que todos os dias representam mais uma parcela maior do orçamento de comunicação das organizações.Editora PUC Minas2019-10-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://periodicos.pucminas.br/index.php/economiaegestao/article/view/1865010.5752/P.1984-6606.2019v19n53p5-21Revista Economia & Gestão; v. 19 n. 53 (2019): E&G - MAIO/AGO; 5-211984-66061678-8982reponame:Revista Economia & Gestãoinstname:Pontifícia Universidade Católica de Minas Gerais (PUC Minas)instacron:PUC_MINSenghttp://periodicos.pucminas.br/index.php/economiaegestao/article/view/18650/15894Copyright (c) 2019 Revista Economia & Gestãoinfo:eu-repo/semantics/openAccessGonçalves Filho, CidSouki, Gustavo QuirogaRandt, Daniel FagundesChinelato, Flávia Braga2021-01-08T11:21:46Zoai:ojs.pkp.sfu.ca:article/18650Revistahttp://periodicos.pucminas.br/index.php/economiaegestao/ONGhttp://periodicos.pucminas.br/index.php/economiaegestao/oai||economiaegestao@pucminas.br|| marcrez@hotmail.com|| marcrez@hotmail.com1984-66061984-6606opendoar:2021-01-08T11:21:46Revista Economia & Gestão - Pontifícia Universidade Católica de Minas Gerais (PUC Minas)false |
dc.title.none.fl_str_mv |
Marketing in a socially connected world: the impact of value on sharing of commercial videos Marketing in a socially connected world: the impact of value on sharing of commercial videos |
title |
Marketing in a socially connected world: the impact of value on sharing of commercial videos |
spellingShingle |
Marketing in a socially connected world: the impact of value on sharing of commercial videos Gonçalves Filho, Cid marketing viral compartilhamento de vídeo comercial marketing digital viral marketing commercial video sharing digital marketing |
title_short |
Marketing in a socially connected world: the impact of value on sharing of commercial videos |
title_full |
Marketing in a socially connected world: the impact of value on sharing of commercial videos |
title_fullStr |
Marketing in a socially connected world: the impact of value on sharing of commercial videos |
title_full_unstemmed |
Marketing in a socially connected world: the impact of value on sharing of commercial videos |
title_sort |
Marketing in a socially connected world: the impact of value on sharing of commercial videos |
author |
Gonçalves Filho, Cid |
author_facet |
Gonçalves Filho, Cid Souki, Gustavo Quiroga Randt, Daniel Fagundes Chinelato, Flávia Braga |
author_role |
author |
author2 |
Souki, Gustavo Quiroga Randt, Daniel Fagundes Chinelato, Flávia Braga |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Gonçalves Filho, Cid Souki, Gustavo Quiroga Randt, Daniel Fagundes Chinelato, Flávia Braga |
dc.subject.por.fl_str_mv |
marketing viral compartilhamento de vídeo comercial marketing digital viral marketing commercial video sharing digital marketing |
topic |
marketing viral compartilhamento de vídeo comercial marketing digital viral marketing commercial video sharing digital marketing |
description |
The viral marketing offers answers for the structuring and disseminating fast and large-scale information in favor of content, products, and their brands. Sustained by the growth of technological users, social networks and mobile technology, video viewing, posts, and sharing, it has become an everyday action. Thus, the organizations started to produce commercial videos and dissemination them in the social networks, where consumer users share what they identify themselves with. Lister (2018) highlights that a video that is socially shared generates 1.200% more shares than the text and images combined. Video is a trend in terms of online communication, as millions of dollars are spent on these efforts to persuade and generate an impact on their audiences target monthly (Lister, 2018). However, most of the studies about video sharing are related to consumer content, not firm generated content. In this sense, the central objective of this study is to identify the antecedents of commercial video sharing and its impact on the consumers' attitudes. The videos that were mostly seen on YouTube in 2017 and the top of mind brands were selected as the research's corpus. A total of 368 questionnaires were collected, preceded by the viewing of the videos that were selected. The results reveal significant impacts of the entertainment value and utility value with the intention of sharing videos, but the social value has no significant impact. In this sense, this study contributed by identifying content and persuasion strategies for firms in order to earn media from sharing of commercial videos, which every day more represent a larger share in the organizations' communication budget. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-10-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://periodicos.pucminas.br/index.php/economiaegestao/article/view/18650 10.5752/P.1984-6606.2019v19n53p5-21 |
url |
http://periodicos.pucminas.br/index.php/economiaegestao/article/view/18650 |
identifier_str_mv |
10.5752/P.1984-6606.2019v19n53p5-21 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://periodicos.pucminas.br/index.php/economiaegestao/article/view/18650/15894 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Revista Economia & Gestão info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Revista Economia & Gestão |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Editora PUC Minas |
publisher.none.fl_str_mv |
Editora PUC Minas |
dc.source.none.fl_str_mv |
Revista Economia & Gestão; v. 19 n. 53 (2019): E&G - MAIO/AGO; 5-21 1984-6606 1678-8982 reponame:Revista Economia & Gestão instname:Pontifícia Universidade Católica de Minas Gerais (PUC Minas) instacron:PUC_MINS |
instname_str |
Pontifícia Universidade Católica de Minas Gerais (PUC Minas) |
instacron_str |
PUC_MINS |
institution |
PUC_MINS |
reponame_str |
Revista Economia & Gestão |
collection |
Revista Economia & Gestão |
repository.name.fl_str_mv |
Revista Economia & Gestão - Pontifícia Universidade Católica de Minas Gerais (PUC Minas) |
repository.mail.fl_str_mv |
||economiaegestao@pucminas.br|| marcrez@hotmail.com|| marcrez@hotmail.com |
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