Going viral : how does viral online video content and specific features influence attitudes toward the brand?
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/12957 |
Resumo: | Watching videos online has become an ordinary activity, which brands and advertising agencies have been progressively incorporating into their strategies through viral marketing campaigns. Furthermore, it has been verified that to induce consumers to pass-along, viral online video advertisings tend to rely on the use of increasingly provocative content. Still, few experimental researches have examined underlying processes and responses evoked by this feature. In order to fill this void, experimental research, progressed online, was conducted, in which the effects of this strong appeal in forward intentions, advertising processing, brand memorability and purchase intentions are examined. Results insinuate that online videos comprising higher levels of perceived provocation appear to stimulate a higher pass-along probability, more complex formulations of ad related emotions and feelings and better brand memorability. Moreover, it appears also to affect attitudes toward the brand. Nevertheless, limits exist to the manner in which provocation can be portrayed. This study discriminates conditions under which managers can envisage to effectively use such powerful appeal while maximizing viral marketing potential gains. |
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Going viral : how does viral online video content and specific features influence attitudes toward the brand?Viral marketingOnline videosProvocative contentWillingness to passAd evoked feelings and emotionsAdvertising effectivenessMarketing viralVidéos en LigneContenu provocateurVolonté de passerSentiments et émotions évoquées par l'AdEfficacité de la publicitéConteúdo provocativoDisseminação da mensagemSentimentos evocados Ad e emoçõesA eficácia da publicidadeDomínio/Área Científica::Ciências Sociais::Economia e GestãoWatching videos online has become an ordinary activity, which brands and advertising agencies have been progressively incorporating into their strategies through viral marketing campaigns. Furthermore, it has been verified that to induce consumers to pass-along, viral online video advertisings tend to rely on the use of increasingly provocative content. Still, few experimental researches have examined underlying processes and responses evoked by this feature. In order to fill this void, experimental research, progressed online, was conducted, in which the effects of this strong appeal in forward intentions, advertising processing, brand memorability and purchase intentions are examined. Results insinuate that online videos comprising higher levels of perceived provocation appear to stimulate a higher pass-along probability, more complex formulations of ad related emotions and feelings and better brand memorability. Moreover, it appears also to affect attitudes toward the brand. Nevertheless, limits exist to the manner in which provocation can be portrayed. This study discriminates conditions under which managers can envisage to effectively use such powerful appeal while maximizing viral marketing potential gains.Regarder des vidéos en ligne est devenu une activité ordinaire que les marques et les agences de publicité ont progressivement intégré dans leurs stratégies à travers des campagnes de marketing viral. En outre, il a été vérifié que pour inciter les consommateurs à passer des messages, les campagnes virales en format de vidéo s'appuient sur l'utilisation d'un contenu de plus en plus provocateur. Pourtant, peu de recherches expérimentales ont examiné les processus sous-jacents et les réponses évoquées par ce contenu. Afin de combler ce vide, une recherche expérimentale a été menée en ligne, où les effets de cette forte attractivité dans les intentions de l'envoyer, les procès d'évaluation des messages, la mémorisation de la marque, et les intentions d'achat ont été examinés. Les résultats insinuent que les vidéos comprenant des niveaux plus élevés de provocation stimulent les consommateurs à les partager, ils formulent des émotions et des sentiments plus complexes et améliorent la mémorisation de la marque. De même, ces vidéos semblent influer les attitudes envers la marque. Néanmoins, il existe des limites pour la manière dont la provocation peut être représentée. Cette étude discrimine les conditions dans lesquelles les managers peuvent envisager d'utiliser efficacement un attrait si puissant, tout en maximisant les gains potentiels de commercialisation virales.Assistir vídeos online tornou-se uma atividade comum, que diversas marcas e agências de publicidade têm vindo a incorporar nas suas estratégias de marketing em forma de campanhas de marketing viral. Além do mais, foi verificado também que, para induzir os consumidores a disseminar mensagens publicitárias, estas tendem a incluir conteúdos progressivamente mais provocantes. No entanto, poucas pesquisas experimentais têm examinado os processos subjacentes e as respostas evocadas por esta tendência. Assim sendo, para preencher esta lacuna existente na presente literatura, uma experiência on-line foi realizada, na qual foram examinados os efeitos deste forte estímulo em intenções de partilhar o conteúdo, no processamento da mensagem, na memorização da marca e nas intenções de compra. Os resultados obtidos revelam que vídeos com níveis de provocação relativamente elevados tendem a ter uma maior probabilidade de serem partilhados, evocam emoções e sentimentos mais complexos, e ajudam a memorização da marca. Além disso, parecem também afectar atitudes face à marca em questão. No entanto, existem limites na forma como a provocação deve ser representada. Este estudo discrimina condições sob as quais tais estímulos podem ser utilizados eficazmente maximizando assim potenciais ganhos provenientes das campanhas de marketing viral.Kaplan, AndreasVeritati - Repositório Institucional da Universidade Católica PortuguesaMartins, Mariana Vieira Alvares2013-10-11T12:17:32Z2012-06-2220122012-06-22T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/12957enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-08-15T01:39:32Zoai:repositorio.ucp.pt:10400.14/12957Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:10:23.663569Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Going viral : how does viral online video content and specific features influence attitudes toward the brand? |
title |
Going viral : how does viral online video content and specific features influence attitudes toward the brand? |
spellingShingle |
Going viral : how does viral online video content and specific features influence attitudes toward the brand? Martins, Mariana Vieira Alvares Viral marketing Online videos Provocative content Willingness to pass Ad evoked feelings and emotions Advertising effectiveness Marketing viral Vidéos en Ligne Contenu provocateur Volonté de passer Sentiments et émotions évoquées par l'Ad Efficacité de la publicité Conteúdo provocativo Disseminação da mensagem Sentimentos evocados Ad e emoções A eficácia da publicidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Going viral : how does viral online video content and specific features influence attitudes toward the brand? |
title_full |
Going viral : how does viral online video content and specific features influence attitudes toward the brand? |
title_fullStr |
Going viral : how does viral online video content and specific features influence attitudes toward the brand? |
title_full_unstemmed |
Going viral : how does viral online video content and specific features influence attitudes toward the brand? |
title_sort |
Going viral : how does viral online video content and specific features influence attitudes toward the brand? |
author |
Martins, Mariana Vieira Alvares |
author_facet |
Martins, Mariana Vieira Alvares |
author_role |
author |
dc.contributor.none.fl_str_mv |
Kaplan, Andreas Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Martins, Mariana Vieira Alvares |
dc.subject.por.fl_str_mv |
Viral marketing Online videos Provocative content Willingness to pass Ad evoked feelings and emotions Advertising effectiveness Marketing viral Vidéos en Ligne Contenu provocateur Volonté de passer Sentiments et émotions évoquées par l'Ad Efficacité de la publicité Conteúdo provocativo Disseminação da mensagem Sentimentos evocados Ad e emoções A eficácia da publicidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Viral marketing Online videos Provocative content Willingness to pass Ad evoked feelings and emotions Advertising effectiveness Marketing viral Vidéos en Ligne Contenu provocateur Volonté de passer Sentiments et émotions évoquées par l'Ad Efficacité de la publicité Conteúdo provocativo Disseminação da mensagem Sentimentos evocados Ad e emoções A eficácia da publicidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Watching videos online has become an ordinary activity, which brands and advertising agencies have been progressively incorporating into their strategies through viral marketing campaigns. Furthermore, it has been verified that to induce consumers to pass-along, viral online video advertisings tend to rely on the use of increasingly provocative content. Still, few experimental researches have examined underlying processes and responses evoked by this feature. In order to fill this void, experimental research, progressed online, was conducted, in which the effects of this strong appeal in forward intentions, advertising processing, brand memorability and purchase intentions are examined. Results insinuate that online videos comprising higher levels of perceived provocation appear to stimulate a higher pass-along probability, more complex formulations of ad related emotions and feelings and better brand memorability. Moreover, it appears also to affect attitudes toward the brand. Nevertheless, limits exist to the manner in which provocation can be portrayed. This study discriminates conditions under which managers can envisage to effectively use such powerful appeal while maximizing viral marketing potential gains. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-06-22 2012 2012-06-22T00:00:00Z 2013-10-11T12:17:32Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
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http://hdl.handle.net/10400.14/12957 |
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http://hdl.handle.net/10400.14/12957 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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