The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes
Abstract
Viral 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.
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Citations
Cites
The limited capacity model of mediated message processing
Lang, A. (2000) · Journal of Communication · doi:10.1111/j.1460-2466.2000.tb02833.x · Cited by 2,153
Barrett, L. F., Mesquita, B., Ochsner, K. N., & Gross, J. J. (2007) · Annual Review of Psychology · doi:10.1146/annurev.psych.58.110405.085709 · Cited by 1,425 · cited 2×
“…the existence of a human affect system that foundationally evaluates the motivational significance of environmental stimuli, resulting in appetitive and aversive motivational activation, which ultimately produces emotional experience, affective feelings, and attitudes (Barrett et al. 2007).”
BackgroundEmotion and the motivational brain
Lang, P. J., & Bradley, M. M. (2010) · Biological Psychology · doi:10.1016/j.biopsycho.2009.10.007 · Cited by 1,006
Cited by
Social media marketing: Comparative effect of advertisement sources
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2017.11.001 · Cited by 587
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2016.12.002 · Cited by 581
The science of sharing and the sharing of science
Milkman, K. L., & Berger, J. (2014) · Proceedings of the National Academy of Sciences · doi:10.1073/pnas.1317511111 · Cited by 154
Alhabash, S., McAlister, A. R., Lou, C., & Hagerstrom, A. (2015) · Journal of Interactive Advertising · doi:10.1080/15252019.2015.1071677 · Cited by 128
So, J., Prestin, A., Lee, L., Wang, Y., Yen, J., & Chou, W.-Y. S. (2016) · Health Communication · doi:10.1080/10410236.2014.940675 · Cited by 123
Metadata
- Authors
- Eckler, P., & Bolls, P.
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2011-03
- Volume
- 11
- Issue
- 2
- Pages
- 1-11
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W1521808476
- Cited by
- 333
- References
- 3
- FWCI
- 47.15
- Type
- journal article
- Language
- en
- Open access
- closed
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- Eckler, P., & Bolls, P. (2011). Spreading the Virus: Emotional Tone of Viral Advertising and Its Effect on Forwarding Intentions and Attitudes. Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2011.10722180
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