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Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos

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  • Quesenberry, Keith A.
  • Coolsen, Michael K.

Abstract

Viral advertising videos are a prominent form of viral marketing, yet little is known about which factors influence an online video's virality or likelihood to be shared and viewed. A content analysis of 155 viral ad videos found that average shares and views were higher for videos with full story development versus videos with less than full story development as measured via a five-point drama scale based on Freytag's Pyramid. An incremental story development effect on shares and views was also found. Time duration and company size did not significantly influence the results for shares but did have some effect on the results for views. The role of story in viral videos, the relationship between drama theory, narrative theory, story grammar theory and transportation theory, and managerial implications of story development in viral marketing are also discussed.

Suggested Citation

  • Quesenberry, Keith A. & Coolsen, Michael K., 2019. "Drama Goes Viral: Effects of Story Development on Shares and Views of Online Advertising Videos," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 1-16.
    • Handle: RePEc:eee:joinma:v:48:y:2019:i:c:p:1-16
    DOI: 10.1016/j.intmar.2019.05.001
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    References listed on IDEAS

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    1. Escalas, Jennifer Edson & Stern, Barbara B, 2003. "Sympathy and Empathy: Emotional Responses to Advertising Dramas," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 566-578, March.
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    Cited by:

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    2. Ngai, Eric W.T. & Wu, Yuanyuan, 2022. "Machine learning in marketing: A literature review, conceptual framework, and research agenda," Journal of Business Research, Elsevier, vol. 145(C), pages 35-48.
    3. 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.
    4. 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.
    5. Motoki, Kosuke & Suzuki, Shinsuke & Kawashima, Ryuta & Sugiura, Motoaki, 2020. "A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 99-117.
    6. Mulier, Lana & Slabbinck, Hendrik & Vermeir, Iris, 2021. "This Way Up: The Effectiveness of Mobile Vertical Video Marketing," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 1-15.
    7. Dharun Kasilingam & Soundararaj Ajitha, 2022. "Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 341-362, July.
    8. Wen, Xiaohan (Hannah) & Kim, Shinhye & Bowen, Melanie, 2023. "Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success," Journal of Business Research, Elsevier, vol. 156(C).

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