Valuable Virality

Cited by (267)

Items 101–200 of 267

1. Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement
   Todd Pezzuti · 2023 · Journal of the Academy of Marketing Science
2. Making the Right Decision: Intensifying the Worth of a Chosen Option
   Edward Tory Higgins, Emily Nakkawita, Maya Rossignac‐Milon, Federica Pinelli, Youjung Jun · 2020 · Journal of Consumer Psychology
3. Investigating the Effects of Narrative Advertising in a Real-Life Setting
   Serdar Yıldız, Necip Serdar Sever · 2021 · International Journal of Market Research
4. Computerized emotional content analysis: empirical findings based on charity social media advertisements
   Junbum Kwon, Hanyi Lin, Lichen Deng, Tanya Dellicompagni, Moon Young Kang · 2022 · International Journal of Advertising
5. Why is sharing not enough for brands in video ads? A study about commercial video ads' value drivers
   Flávia Braga Chinelato, Cid Gonçalves Filho, Daniel Fagundes Randt · 2023 · Spanish Journal of Marketing - ESIC
6. Let Me Engage You: Peer engagement behaviour on peer-to-peer platforms
   Reza Marvi, Pantea Foroudi, Farbod Fakhreddin · 2023 · International Journal of Hospitality Management
7. Too Exciting to Care? When Expressing Gratitude Is a Detriment to the Brand
   Dora Elizabeth Bock, Veronica L. Thomas · 2021 · Journal of Advertising
8. Virality of Social Change Messages on Facebook: A Study of Advocacy and Relationship Building Strategies of LGBTQ Advocacy Organizations
   Imran Mazid · 2020 · International Journal of Strategic Communication
9. How Does the Interactivity of Social Media Affect the Adoption of New Green Products?
   Xin Cao, Xitong Wu, Xiaozhi Huang · 2021 · Frontiers in Psychology
10. The confrontation effect: When users engage more with ideology-inconsistent content online
    Daniel Mochon B, Janet A. Schwartz · 2024 · Organizational Behavior and Human Decision Processes
11. There is business like show business! What marketing scholars and managers can learn from 40 years of entertainment science research
    Ronny Behrens, Ann-Kristin Kupfer, Thorsten Hennig‐Thurau · 2024 · Journal of the Academy of Marketing Science
12. The busier, the more outcome-oriented? How perceived busyness shapes preference for advertising appeals
    Xiaoqin Wang, Han Xin-ying, Zhangjian Wu, Jiangang Du, Liya Zhu · 2024 · Journal of Retailing and Consumer Services
13. The effects of firm-generated content on different social media platforms on viral marketing
    Renping Zhang, Xingyu Chen, Wei Wang, Mohsin Shafi · 2023 · Journal of Consumer Marketing
14. Word of Mouth and Interpersonal Communication
    Jonah A. Berger · 2015 · Cambridge University Press eBooks
15. The hope of exponential growth – Systems mapping perspective on birth of platform business
    Pasi Pussinen, Arto Wallin, Jukka Hemilä · 2023 · Digital Business
16. Predicting video virality and viewer engagement: a biometric data and machine learning approach
    Dinko Bačić, Curt A. Gilstrap · 2023 · Behaviour and Information Technology
17. Bibliometric and content analysis of viral marketing in marketing literature
    Murat Çakırkaya, Önder Aytaç Afşar · 2024 · Cogent Business & Management
18. How to introduce? The effects of new product preannouncement content on consumer engagements in enterprise social media
    Man Chen, Xiaofei Zhang, Feng Wang · 2025 · Journal of Retailing and Consumer Services
19. Real-time marketing messages and consumer engagement in social media
    Myoung-Jin Chae, Omar Rodríguez Vilá, Sundar G. Bharadwaj · 2025 · Journal of Business Research
20. The Influence of the Perceived Hedonic vs. Utilitarian Product Type on Consumers’ Brand Engagement on Social TV
    Sahana (Shahana) Sen, Michele Gorgoglione, Umberto Panniello · 2025 · Journal of Business Research
21. Unraveling the Influence: Exploring the Role of User Generated Content Along the Customer Journey and Understanding Its Relevance for Research and Practice
    Nadine Schröder, Carsten D. Schultz, Friederike Paetz, Alicja Grządziel, Melanie Clegg · 2025 · Schmalenbach Journal of Business Research
22. Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success
    Xiaohan Wen, Shinhye Kim, Melanie Bowen · 2022 · Journal of Business Research
23. A time for heroes? Conceptualization, development and validation of the brand hero scale
    Yu‐Ting Lin, Thomas Foscht, Andreas Benedikt Eisingerich · 2023 · European Journal of Marketing
24. Linguistic drivers of misinformation diffusion on social media during the COVID-19 pandemic
    Giandomenico Di Domenico, Annamaria Tuan, Marco Visentin · 2021 · Italian Journal of Marketing
25. Mega or Micro? Influencer Selection Using Follower Elasticity
    Zijun Tian, Ryan Dew, Raghuram Iyengar · 2022 · SSRN Electronic Journal
26. A Guide to Graphic Design For Functional versus Experiential Ads
    Yuanyuan Zhu, Tina Tessitore, Paul Harrigan, Kristof Coussement · 2023 · Journal of Advertising Research
27. Neural signals predict information sharing across cultures
    Hang‐Yee Chan, Christin Scholz, Danielle Cosme, Rebecca Martin, Christian Benitez, Anthony Resnick, Jose Carreras Tartak, Nicole Cooper, Alexandra M. Paul, Emily B. Falk · 2023 · Proceedings of the National Academy of Sciences
28. How signal portfolios affect success in equity-based crowdfunding: Evidence from the Chinese hotel industry
    Liqing La, Seongsoo Jang · 2024 · International Journal of Hospitality Management
29. How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption
    Steven Bellman, Amy Rask, D. Varan · 2017 · Journal of Marketing Communications
30. Brand-to-Brand Engagement on Social Media: Typology and Implications
    Denitsa Dineva, Zoe Lee, Federico Mangiò · 2024 · Journal of Interactive Marketing
31. What destination videos can better engage viewers? Video analytics of destination marketing organizations’ social media posts
    Yang Yang, Shihan Ma, Andrei Kirilenko · 2025 · Journal of Travel & Tourism Marketing
32. Brand-Activistic Videos on YouTube: The Effectiveness of Character Facial Emotions and LGBTQ Focus on Popularity
    J. C. Madathil, N. M., Muhammed Niyas · 2024 · Journal of Current Issues & Research in Advertising
33. A Crowdsourcing and Gamification based Product Ranking Method for E-Commerce
    Mohammad Hajarian, Sara Hemmati · 2021 · International Conference on Web Research (ICWR)
34. Topical Advertising in enduring events: the role of timing and creativity in engagement with social media brand messages during COVID-19
    Komala Mazerant, Lotte M. Willemsen, Peter C. Neijens, Erik van Schooten, Guda van Noort · 2022 · International Journal of Advertising
35. Consumer Behavior on Social Media: A Thematic Exploration and an Agenda for Future Inquiry
    Alberto Lopez, Raquel Castaño · 2018 · Springer eBooks
36. Tell me a story about yourself: The words of shopping experience and self-satisfaction
    Luca Petruzzellis, Andrea Fronzetti Colladon, Marco Visentin, Jean‐Charles Chebat · 2021 · Journal of Retailing and Consumer Services
37. Short Vertical Videos Going Viral on TikTok: An Empirical Study and Sentiment Analysis
    Charlotte Heyder, Isabelle Hillebrandt · 2023 · Springer eBooks
38. A brand prominence perspective on crowdfunding success for aftermarket offerings: the role of textual and visual brand elements
    F. Zihagh, Masoud Moradi, Vishag A. Badrinarayanan · 2023 · Journal of Product & Brand Management
39. The Dynamics of Social Media Marketing Content and Customer Retention
    Michelle Willis · 2019 · Advances in marketing, customer relationship management, and e-services book series
40. Can Media Neutrality Limit Creative Potential?
    Alexander Tevi, Scott Koslow, John Parker · 2018 · Journal of Advertising Research
41. Evaluating the efficacy of AI-Generated advertising: A cross-national analysis of customer responses on brand perceptions and customer engagement with evidence from Vietnam and Australia
    Khoi Minh Nguyen, Thong Minh Phan, Y Nhu Nguyen Tran, An Thuy Nguyen, Thi Ly Na Nguyen, Giang Huong Hoang, Thanh Thanh Trần, Ngan Thanh Nguyen · 2026 · Journal of Global Scholars of Marketing Science
42. Does Organizational Messaging Make a Difference? Investigating Themes and Language Style in Twitter Discourse and Engagement by Mental Health Organizations
    Rebecca K. Britt, Heather J. Carmack, Andrew Morris, Ananya Raka Chakraborty, Courtny L. Franco · 2023 · Journal of Health Communication
43. Paid, Owned and Earned Media Research: A Mixed Review, Reflections and Agendas for Future Research
    Sudharshini Vasan, Akshat Aditya Rao, Samant Shant Priya, Nimit Gupta · 2024 · FIIB Business Review
44. Viral marketing: a systematic literature review and future research agenda
    Divyaneet Kaur, S. Kushwah, Satish Kumar · 2025 · Marketing Intelligence & Planning
45. Creativity and Ad Theory
    Sheila L. Sasser, Scott Koslow · 2019 · Routledge eBooks
46. PAZARLAMA BİLİMİNDE DUYGU VE DUYGU DURUMU KAVRAMLARI İÇİN BAZ ALINMIŞ TEORİLER
    Petek Tosun, Selime Sezgin, Nimet Uray · 2019 · Elektronik Sosyal Bilimler Dergisi
47. Let the Customers Speak Their Hearts Out: The Role of Verbosity and Emotions in Online Viewer‐to‐Viewer Engagement
    Fahad Mansoor Pasha, Fatima Habib, Komal Kamran, Akbar Azam, Zeeshan Ali, Dildar Hussain · 2025 · Human Behavior and Emerging Technologies
48. Audience Responses to Online Public Shaming in Online Environments: Mixed Methods Study
    Annie Chen, Lea Dunn, Wei Fan, Nidhi Jhawar Barkha Agrawal · 2025 · Journal of Medical Internet Research
49. Using large-language models to analyse social media engagement with the public sector communication on circular economy: Evidence from X
    Yulei Li, Dongmei Cao, Michael Hewitt, Shan Shan · 2025 · Technological Forecasting and Social Change
50. DICE: Advancing Social Media Research Through Digital In-Context Experiments
    Hauke Roggenkamp, Johannes Boegershausen, Christian Hildebrand · 2025 · Journal of Marketing
51. Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer
    Camille Lacan, Emmanuelle Le Nagard, Pierre Desmet · 2022 · Journal of Interactive Marketing
52. How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Directions
    Ya You, Yi He · 2023 · Springer eBooks
53. The Features of TikTok Viral Video Advertising: A Systematic Review
    Yujue Wang, Neesa Ameera Mohamed Salim, Shafilla Subri, Xia Zhang, Minghui Zhu · 2023 · International Conference on Informatics, Multimedia, Cyber and Information System (ICIMCIS)
54. Exploring user reactions to luxury brand videos on YouTube: a comparative study of influencers and brand-official channels
    Andrea Fronzetti Colladon, Michela Matarazzo, Luca Petruzzellis, Marco Visentin · 2024 · International Journal of Advertising
55. Market amplification or transformation? The role of industry analysts in spreading WOM in B2B
    Kirsten L. Cowan, Teea Palo, Duncan Chapple, Yiwei Zhang · 2022 · Journal of Business and Industrial Marketing
56. Measuring Competition for Attention in Social Media: NWSL Players on Twitter
    Federico Rossi, Gaia Rubera · 2018 · SSRN Electronic Journal
57. The More They Engage, the More They Consume: A Meta‐Analysis of the Impact of Brand's Owned Social Media User Engagement on Sales
    Tao Yin, Andy Wei Hao, Tianshu Chu, Xiaorong Fu · 2025 · International Journal of Consumer Studies
58. Breaking the mold: how visual atypicality shapes brand-generated image virality
    Zitian Adam, Zhiyong Yang · 2025 · International Journal of Research in Marketing
59. Longitudinal analysis of CSR message content by a sport organization: a study of the NBA’s CSR communication on social media
    Yoseph Mamo · 2025 · International journal of organizational analysis
60. Increasing the Engagement with Sponsored Influencer Videos: Design Strategies for Structure and Content
    Li Chen, Yiwen Chen, Yang Pan, Andrew N. Smith · 2025 · International Journal of Electronic Commerce
61. Made With Love: Examining Consumer Engagement With Handmade Versus Machine‐Made Production Cues
    Tuba Degirmenci, Frank Mathmann, Gary Mortimer · 2025 · Journal of Consumer Behaviour
62. The contagious nature of pre‐release consumer buzz: How observing other consumers' anticipation for a new product influences adoption
    Timo Mandler, Ann-Kristin Kupfer, Thorsten Hennig‐Thurau, Ricarda Schauerte, Gerrit Paul Cziehso · 2025 · Journal of Product Innovation Management
63. Social Media Use by Artisans
    Saurabh Singh, Robert D. Hisrich, Xiaowei Guo · 2022 · Contributions to management science
64. Social media as a living laboratory for researchers: the relationship between linguistics and online user responses
    Aulona Ulqinaku, Selma Kadić‐Maglajlić, Gülen Sarial‐Abi · 2023 · Internet Research
65. Digital Content Marketing: A Systematic Literature Review and Research Agenda
    Sara Lapresta‐Romero, Blanca Hernández Ortega · 2025 · International Journal of Consumer Studies
66. Consumer Behaviour in Growth Hacking: Developing and Validating the Shareability Construct
    Karolina Sallaku, Anthi Avloniti, Σόλων Μαγρίζος, Šárka Vilamová, Alfredo De Massis · 2025 · Journal of Business Research
67. Product promotion messages shared by small businesses on YouTube: Exploring virality principles in promotional content
    Ali Kara, Lori S. Elias Reno, Zoia G. Pavlovskaia, Guido Grunwald · 2025 · Journal of Marketing Communications
68. Measuring the Perceived Social Impact of Sport Organizations' CSR: A Longitudinal Study of the Public Benefits on Social Media
    Yoseph Mamo · 2025 · Sport Marketing Quarterly
69. Physiological and Socio-Behavioral Determinants of Viral Video User Engagement
    Dinko Bačić, Curt A. Gilstrap, Nenad Jukić · 2023 · International Convention on Information and Communication Technology, Electronics and Microelectronics
70. When the elephant aligns with the ant: Brand prominence strategies in asymmetric Co-branding
    Bingxin Tang, Bei Lyu, Ziyuan Wan · 2025 · Journal of Retailing and Consumer Services
71. Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising
    Komala Mazerant, Lotte M. Willemsen · 2018 · Springer eBooks
72. Chapter 5: Future of Branding in the Digital Age
    Lars Erling Olsen · 2018
73. The Managerial Relevance of Marketing Science: Properties and Genesis
    Nico Wiegand, Maren Becker, Monika Imschloß, Werner Reinartz · 2020 · SSRN Electronic Journal
74. The Role of Emotional Plot in Driving Product Placement Effectiveness
    Joohee Kim, Anne-Maree O’Rourke, Arnold Japutra, Sebastiaan Van Doorn · 2025 · Australasian Marketing Journal (AMJ)
75. Branding through endorsers: deploying endorser-related MGC to drive product sales
    Min Zhang, Yuzhuo Li, Yiwei Li, Rong Wang, Yuhui Zhang · 2025 · Journal of Brand Management
76. The Social Media Playbook for CEOs : How to Use Transformational Leadership‐Oriented Language on Social Media Successfully
    Ellen Weber, Kristof Coussement, Marion Büttgen, Paul Harrigan · 2025 · Journal of Leadership Studies
77. Brand language on social media: a systematic literature review
    Matilde Rapezzi · 2026 · Italian Journal of Marketing
78. A meta-analysis of the impact of social media content strategies: the moderating role of culture
    Fangfang Li, Leonidas C. Leonidou, Jieke Chen, Constantine S. Katsikeas · 2026 · Journal of International Business Studies
79. Disseminating White Male Nationalist Discourses via YouTube: An Analysis of White Power Music Lyrics
    Susan M. Alexander, Nicole Aggarwal, Anastasia M. Hite · 2022 · Sociological Focus
80. Optimizing the Marketing Strategies Through Social Media Marketing Analysis
    Tingyu Xiao · 2023 · Journal of Education Humanities and Social Sciences
81. Black Fathers Matter: Messages of Hope in Black Father-Themed Instagram Memes
    Mia Moody‐Ramirez, Brianna P. Lemmons, Stephanie Clintonia Boddie · 2023 · Journal of Black Studies
82. To Tell, Not to Yell: The Effect of Writer's Intents on Readers’ Perceived Helpfulness of Online Product Reviews
    Barbara Briers, Xzavier He, Lien Lamey · 2024 · Journal of Interactive Marketing
83. Mobile Content: Understanding Drivers of Engagement by Screen
    Myoung-Jin Chae, Omar Rodríguez Vilá, Sundar G. Bharadwaj · 2024 · Journal of Interactive Marketing
84. Understanding Viral News Sharing
    Tim Dwyer, Fiona R. Martin · 2019 · Springer eBooks
85. The changing portrayal of children in Indian advertisements: a comparative study of the three decades
    Sharuti Choudhary, Subhadip Roy · 2022 · Young Consumers Insight and Ideas for Responsible Marketers
86. The Dynamics of Social Media Marketing Content and Customer Retention
    Michelle Willis · 2022 · IGI Global eBooks
87. A Trust-Based Crowdfunding Campaign Marketing Framework: Theoretical Underpinnings and Big-Data Analytics Practice
    Prince Baah-Peprah, Rotem Shneor · 2021 · International Journal of Big Data Management
88. Outstream Video Advertisement Effectiveness
    Yifan Yu, Yingfei Wang, Guangyu Zhang, Zuohua Zhang, Chu Wang, Yong Tan · 2022 · SSRN Electronic Journal
89. Moral Panics on Social Media are Fueled by Signals of Virality
    Curtis Puryear, Joseph A. Vandello, Kurt J. Gray · 2022
90. Influence of Social Identity on the Ewom of Restaurants Through a Social Network. Peru Case
    Luis Jhonny Dávila Valdera, Danicsa Karina Espino Carrasco, Madeleine Espino Carrasco, Lady Violeta Dávila Valdera, Anny Katherine Dávila Valdera, Mayury Jackeline Espino Carrasco, Royer Vásquez Cachay, Ricardo Rafael Díaz Calderón, Ana Maria Alvites Gasco, Enrique Santos Nauca Torres et al. · 2023 · Communications in computer and information science
91. What motivates people to share social promotional advertising: a cost-benefit perspective
    Jie Wang, Xuejiao Lin, Yan Wang · 2025 · Journal of Consumer Marketing
92. How to Bring Agricultural Products “Alive”: The Interaction Effect of Live Content and Agricultural Product Types
    Cong Liu, Xu Han · 2025 · Journal of Sensory Studies
93. How to increase other’s engagement with user-generated content: the role of flow experience
    Cong Liu, Siqi Liu · 2025 · Information Technology and People
94. Exploring Consumer Sharing and Brand Advocacy in Computer-Generated Imagery (CGI) Video Advertising: A Cross-Cultural Study of Vietnam and Australia
    Long Hoang Le, Thong Minh Phan, Chien Minh Vu, Thuan Minh Nguyen, Anh Pham Le Tuyet, Nguyen Nhu Y. Tran · 2025 · Journal of International Consumer Marketing
95. Feeling comfortable: how perceived busyness shapes the preference for advertising messages appeal in tourism
    Xiaoqin Wang, Xinyin Han, Lin Qiao, Yingzhu Yao · 2025 · Current Issues in Tourism
96. Stop unsafe behaviors at Internet celebrity spots: Matching strategies of warning message appeals and background colors in tourism safety communication
    Chunmei Fan, Ling Li · 2026 · Journal of Hospitality and Tourism Management
97. How does temporal content on social media influence engagement behaviors? The roles of experiential messages and visual features
    Sara Lapresta‐Romero, Blanca Hernández Ortega, José L. Franco · 2026 · Journal of Business Research
98. A predictive model for online content virality: the case of UPOU's massive open online courses
    Shaira Francia Tanay · 2026 · AAOU Journal/AAOU journal
99. The Effect of Self-Enhancement and Regulatory Focus On Word of Mouth
    Ezgi Akpınar · 2016 · Journal of Business Research - Turk
100. Marketing 4.0
     Britta Bergemann · 2018 · Springer eBooks