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

The DOI matches its Crossref record; 42 of the 43 references it cites were found in a registry or an index.

Valuable Virality

Open access
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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Crossref · 10.1509/jmr.13.0350

Cites

42 of 42 references verified0 citation errors · 0 not checkable

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1 of the 43 references couldn’t be matched to a known paper.

Research works printed but not linked: 3

  1. Cacioppo John T., 1981, Cognitive Assessment, 309
  2. Rossiter John R., 1997, Advertising Communications and Promotion Management
  3. Unruly (2016), “Unruly Launches Dashboard Which Tracks Emotional Trends of Video Advertising,” Business Wire, press release (March 10), http://www.businesswire.com/news/home/20160310005370/en/Unruly-Launches-Dashboard-Tracks-Emotional-Trends-Video.

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Metadata

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
Licence
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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