Cited by 267Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

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Valuable Virality

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Akpinar, Ezgi, Berger, Jonah·2017·Journal of Marketing Research

DOI 10.1509/jmr.13.0350

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Abstract

Given recent interest in social media, many brands now create content that they hope consumers will view and share with peers. While some campaigns indeed go “viral,” their value to the brand is limited if they do not boost brand evaluation or increase purchase. Consequently, a key question is how to create valuable virality, or content that is not only shared but also beneficial to the brand. Share data from hundreds of real online ads, as well as controlled laboratory experiments, demonstrate that compared with informative appeals (which focus on product features), emotional appeals (which use drama, mood, music, and other emotion-eliciting strategies) are more likely to be shared. Informative appeals, in contrast, boost brand evaluations and purchase because the brand is an integral part of the ad content. By combining the benefits of both approaches, emotional brand-integral ads boost sharing while also bolstering brand-related outcomes. The authors’ framework sheds light on how companies can generate valuable virality and the mechanisms underlying these effects.

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Authors: Akpinar, E., & Berger, J.
Affiliations: MEF University
University of Pennsylvania (US)
Corresponding author: Berger, Jonah
ORCID: Berger, Jonah
Venue: Journal of Marketing Research
Publisher: SAGE Publications
Published: 2017-04
Volume: 54
Issue: 2
Pages: 318-330
ISSN: 0022-2437 (ISSN-L)
1547-7193
DOI: 10.1509/jmr.13.0350
OpenAlex: W4236726206
Cited by: 267
References: 43
Citations by year: 2026: 20 · 2025: 51 · 2024: 24 · 2023: 49 · 2022: 35 · 2021: 27 · 2020: 19 · 2019: 19 · 2018: 17 · 2017: 4
FWCI: 39.08
Type: journal article
Language: en
Open access: green
doi.org
Licence: other-oa
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing Research (publishedVersion)
VU Research Portal (publishedVersion)
MEF University Institutional Repository (MEF University) (submittedVersion, other-oa)
Data Archiving and Networked Services (DANS) (submittedVersion)
Funders: Auburn University
IJURR Foundation
Topics: Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords: social media marketing, emotional appeal, content sharing, brand evaluation, purchase behavior, online advertising, consumer sharing behavior

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