The DOI matches its Crossref record; 42 of the 43 references it cites were found in a registry or an index.
Valuable Virality
Open accessAbstract
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.
Overview
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Claims other papers make about this one
Each is checked against this paper’s own text: does it say what the citing paper says it does?
In the citing paper
“Ad campaigns can be designed to increase the likelihood that they are shared (i.e.go viral [37])”
From Two social lives: how differences between online and offline interaction influence social outcomes (2020) · cites this paper as [37]
Citations
Cites
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What Makes Online Content Viral?
Berger, J., & Milkman, K. L. (2012) · Journal of Marketing Research · doi:10.1509/jmr.10.0353 · Cited by 3,178
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Spotlights, Floodlights, and the Magic Number Zero: Simple Effects Tests in Moderated Regression
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Emotion Elicits the Social Sharing of Emotion: Theory and Empirical Review
Rimé, B. (2009) · Emotion Review · doi:10.1177/1754073908097189 · Cited by 1,546 · cited 1×
“More emotional news is more likely to make the most e-mailed list (Berger and Milkman 2012), and more emotional stories are more likely to be shared (Heath, Bell, and Sternberg 2001; Rimé 2009).”
Background
Flagged first, then by citations
1 of the 43 references couldn’t be matched to a known paper.
Research works printed but not linked: 3
- Cacioppo John T., 1981, Cognitive Assessment, 309
- Rossiter John R., 1997, Advertising Communications and Promotion Management
- 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.
Cited by
Sorted by citations
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019) · Journal of Marketing · doi:10.1177/0022242919841034 · Cited by 496
“…viewing behavior (Southgate, Westoby, and Page 2010), purchase intentions (e.g., Lee and Hong 2016), sales (e.g., Chandy et al. 2001; MacInnis, Rao, and Weiss 2002), sharing intentions (e.g., Berger and Milkman 2012), and, as with our study, actual sharing behavior (e.g., Akpinar and Berger 2017).”
BackgroundResultInfluentialInfluencer Marketing Effectiveness
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022) · Journal of Marketing · doi:10.1177/00222429221102889 · Cited by 686
Rosario, A. B., Valck, K. D., & Sotgiu, F. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00706-1 · Cited by 590
Comparing automated text classification methods
Hartmann, J., Huppertz, J., Schamp, C., & Heitmann, M. (2019) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2018.09.009 · Cited by 399
What you Feel, Is what you like Influence of Message Appeals on Customer Engagement on Instagram
Rietveld, R., van Dolen, W., Mazloom, M., & Worring, M. (2019) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2019.06.003 · Cited by 410
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
- 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
- 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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