IDEAS home Printed from https://ideas.repec.org/a/abg/anprac/v27y2023i41599.html
   My bibliography  Save this article

Going viral on advertising YouTube video: Detecting the influences

Author

Listed:
  • Giuliana Isabella
  • Andressa Freitas de Melo
  • Marcela Carvalho Gonzalez

Abstract

Objective: this research aims to identify the key characteristics that influence viewers to watch and share ads. Theoretical approach: by exploring both technical and subjective attributes, this study provides valuable insights for advertisers to enhance their video performance. It farsighted to study the attributes that motivate the sharing video ads behavior using the characteristics present in the videos altogether. Method: the research employed a multi-method approach. The qualitative study analyzed 35 YouTube ads to identify potential attributes for evoking sharing behavior. Subsequently, an experimental study was conducted based on the derived qualitative propositions. Result: the propositions produced the attributes: narrative, purpose, interaction, real characters, celebrities, technical themes, humor, and market. With them, we formed 16 bundles, converted into ad visual scripts analyzed by a conjoint. Conclusions: the study highlighted that congruency of service announcements from service companies, addressing real problems with non-technical themes, have the highest potential for sharing, while ads focusing on technical topics with elements of humor performed poorly. This research sheds light on the discussion of two goals established by the United Nations — SDG 9 and SDG 12, providing valuable insights for advertisers.

Suggested Citation

  • Giuliana Isabella & Andressa Freitas de Melo & Marcela Carvalho Gonzalez, 2023. "Going viral on advertising YouTube video: Detecting the influences," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 220300-2203.
    • Handle: RePEc:abg:anprac:v:27:y:2023:i:4:1599
    as

    Download full text from publisher

    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1599
    Download Restriction: no
    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1599/1912
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jansen, Nora & Hinz, Oliver & Deusser, Clemens & Strufe, Thorsten, 2021. "Is the Buzz on? – A Buzz Detection System for Viral Posts in Social Media," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 1-17.
    2. Shuba Srinivasan & Oliver J. Rutz & Koen Pauwels, 2016. "Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 440-453, July.
    3. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
    4. Catherine E. Tucker, 2015. "The Reach and Persuasiveness of Viral Video Ads," Marketing Science, INFORMS, vol. 34(2), pages 281-296, March.
    5. Dobele, Angela & Lindgreen, Adam & Beverland, Michael & Vanhamme, Joelle & van Wijk, Robert, 2007. "Why pass on viral messages? Because they connect emotionally," Business Horizons, Elsevier, vol. 50(4), pages 291-304.
    6. Anatoli Colicev & Ashwin Malshe & Koen Pauwels, 2018. "Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry," Administrative Sciences, MDPI, vol. 8(3), pages 1-16, September.
    7. Pittman, Matthew & Abell, Annika, 2021. "More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 70-82.
    8. Hayes, Jameson L. & King, Karen Whitehill & Ramirez, Artemio, 2016. "Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 31-45.
    9. Karl E. Weick & Kathleen M. Sutcliffe & David Obstfeld, 2005. "Organizing and the Process of Sensemaking," Organization Science, INFORMS, vol. 16(4), pages 409-421, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Valter Afonso Vieira & Marcos Inácio Severo de Almeida & Maria Carolina Zanette, 2023. "Grasping Marketing and Consumer Behavior in the Digital Environment: Brazilian Scholars Insights," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 230141-2301.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kübler, Raoul V. & Manke, Kai & Pauwels, Koen, 2025. "I like, I share, I vote: Mapping the dynamic system of political marketing," Journal of Business Research, Elsevier, vol. 186(C).
    2. Moldovan, Sarit & Steinhart, Yael & Lehmann, Donald R., 2019. "Propagators, Creativity, and Informativeness: What Helps Ads Go Viral," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 102-114.
    3. Phillips, Duygu & Moore, Curt B. & Rutherford, Matthew W., 2025. "Legitimating language and emotional tone in antenarratives: A cultural entrepreneurship perspective," Journal of Business Research, Elsevier, vol. 186(C).
    4. Onofrei, George & Filieri, Raffaele & Kennedy, Lorraine, 2022. "Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors," Journal of Business Research, Elsevier, vol. 142(C), pages 100-112.
    5. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    6. Dean A. Shepherd & Holger Patzelt & Trenton A. Williams & Dennis Warnecke, 2014. "How Does Project Termination Impact Project Team Members? Rapid Termination, ‘Creeping Death’, and Learning from Failure," Journal of Management Studies, Wiley Blackwell, vol. 51(4), pages 513-546, June.
    7. Prabhjot S. Mukandwal & David E. Cantor & Russell N. Laczniak, 2024. "Consumer reactions to environmentally irresponsible sourcing practices: An intentionality and motive perspective," Journal of Supply Chain Management, Institute for Supply Management, vol. 60(3), pages 39-58, July.
    8. Carlos Martin-Rios, 2016. "Innovative management control systems in knowledge work: a middle manager perspective," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 27(2), pages 181-204, May.
    9. Verena Brinks, 2016. "Situated affect and collective meaning: A community perspective on processes of value creation and commercialization in enthusiast-driven fields," Environment and Planning A, , vol. 48(6), pages 1152-1169, June.
    10. Maria Fotaki & Spyros Lioukas & Irini Voudouris, 2020. "Ethos is Destiny: Organizational Values and Compliance in Corporate Governance," Journal of Business Ethics, Springer, vol. 166(1), pages 19-37, September.
    11. Elisabeth Nöhammer & Robert Schorn & Nina Becker, 2023. "Optimizing the Organizational Crisis Communication Portfolio," Corporate Reputation Review, Palgrave Macmillan, vol. 26(4), pages 304-319, November.
    12. Francesca Torlone, 2020. "Lo specialista del trattamento per l?apprendimento trasformativo nei contesti penitenziari: la costruzione di identit? del funzionario giuridico-pedagogico," QUADERNI DI ECONOMIA DEL LAVORO, FrancoAngeli Editore, vol. 2020(112), pages 103-127.
    13. Stefan Gröschl & Patricia Gabaldón & Tobias Hahn, 2019. "The Co-evolution of Leaders’ Cognitive Complexity and Corporate Sustainability: The Case of the CEO of Puma," Journal of Business Ethics, Springer, vol. 155(3), pages 741-762, March.
    14. Elena Antonacopoulou, 2018. "Energising critique in action and in learning: The GNOSIS 4R Framework," Action Learning: Research and Practice, Taylor & Francis Journals, vol. 15(2), pages 102-125, May.
    15. Scott Sonenshein, 2009. "Emergence of Ethical Issues During Strategic Change Implementation," Organization Science, INFORMS, vol. 20(1), pages 223-239, February.
    16. Schwenzow, Jasper & Hartmann, Jochen & Schikowsky, Amos & Heitmann, Mark, 2021. "Understanding videos at scale: How to extract insights for business research," Journal of Business Research, Elsevier, vol. 123(C), pages 367-379.
    17. Healy John & Clarke Madeleine, 2020. "Implementing choice-based models of social service: The importance of involving people who use services in reform processes," Administration, Sciendo, vol. 68(4), pages 181-199, December.
    18. Guiette, Alain & Vandenbempt, Koen, 2017. "Change managerialism and micro-processes of sensemaking during change implementation," Scandinavian Journal of Management, Elsevier, vol. 33(2), pages 65-81.
    19. Llopis, Oscar & DâEste, Pablo & Adrián A. Díaz-Faes, 2018. "Connections matter: the influence of network sparseness, network diversity and a tertius iungens orientation on innovation," INGENIO (CSIC-UPV) Working Paper Series 201801, INGENIO (CSIC-UPV), revised 28 Oct 2019.
    20. Liu, Xia & Shin, Hyunju & Burns, Alvin C., 2021. "Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing," Journal of Business Research, Elsevier, vol. 125(C), pages 815-826.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:abg:anprac:v:27:y:2023:i:4:1599. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Information Technology of ANPAD (email available below). General contact details of provider: http://anpad.org.br .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.