The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies test these hypotheses using 11 emotions and over 60 ad characteristics. The results are consistent with theory and robust across studies. Information-focused content has a significantly negative effect on sharing, except in risky contexts. Positive emotions of amusement, excitement, inspiration, and warmth positively affect sharing. Various drama elements such as surprise, plot, and characters, including babies, animals, and celebrities arouse emotions. Prominent (early vs. late, long vs. short duration, persistent vs. pulsing) placement of brand names hurts sharing. Emotional ads are shared more on general platforms (Facebook, Google+, Twitter) than on LinkedIn, and the reverse holds for informational ads. Sharing is also greatest when ad length is moderate (1.2 to 1.7 minutes). Contrary to these findings, ads use information more than emotions, celebrities more than babies or animals, prominent brand placement, little surprise, and very short or very long ads. A third study shows that the identified drivers predict sharing accurately in an entirely independent sample.

References

Aaker, David A., Stayman, Douglas M., Hagerty, Michael R. ( 1986 ), “ Warmth in Advertising: Measurement, Impact, and Sequence Effects ,” Journal of Consumer Research, 12 (4), 365 – 81 .

Google Scholar

Akpinar, Ezgi, Berger, Jonah ( 2017 ), “ Valuable Virality ,” Journal of Marketing Research, 54 (2), 318 – 30 .

Google Scholar SAGE Journals

Baker, Andrew M., Donthu, Naveen, Kumar, V. ( 2016 ), “ Investigating How Word-of-Mouth Conversations About Brands Influence Purchase and Retransmission Intentions ,” Journal of Marketing Research, 53 (2), 225 – 39 .

Google Scholar SAGE Journals

Berger, Jonah ( 2011 ), “ Arousal Increases Social Transmission of Information ,” Psychological Science, 22 (7), 891 – 93 .

Google Scholar SAGE Journals

Berger, Jonah, Milkman, Katherine L. ( 2012 ), “ What Makes Online Content Viral? ” Journal of Marketing Research, 49 (2), 192 – 205 .

Google Scholar SAGE Journals

Blattberg, Robert. C., Kim, Byung-Do, Neslin, Scott A. ( 2008 ), “ Collaborative Filtering ,” in Database Marketing. New York : Springer , 353 – 76 .

Google Scholar

Boksem, Maarten A.S., Smidts, Ale ( 2015 ), “ Brain Responses to Movie Trailers Predict Individual Preferences for Movies and their Population-Wide Commercial Success ,” Journal of Marketing Research, 52 (4), 482 – 92 .

Google Scholar SAGE Journals

Cavanaugh, Lisa A., Bettman, James R., Luce, Mary Frances ( 2015 ), “ Feeling Love and Doing More for Distant Others: Specific Positive Emotions Differentially Affect Prosocial Consumption ,” Journal of Marketing Research, 52 (5), 657 – 73 .

Google Scholar SAGE Journals

Chandy, Rajesh, Tellis, Gerard J., MacInnis, Deborah J., Thaivanich, Pattana ( 2001 ), “ What to Say When: Advertising Appeals in Evolving Markets ,” Journal of Marketing Research, 38 (4), 399 – 414 .

Google Scholar SAGE Journals

Chen, Tsai, Lee, Hsiang-Ming ( 2014 ), “ Why Do We Share? The Impact of Viral Videos Dramatized to Sell ,” Journal of Advertising Research, 54 (3), 292 – 303 .

Google Scholar

Chiang, Hsiu-Sen, Hsiao, Kuo-Lun ( 2015 ), “ YouTube Stickiness: The Needs, Personal, and Environmental Perspective ,” Internet Research, 25 (1) 85 – 106 .

Google Scholar

Chung, Tuck Siong, Wedel, Michel, Rust, Roland T. ( 2016 ), “ Adaptive Personalization Using Social Networks ,” Journal of the Academy of Marketing Science, 44 (1), 66 – 87 .

Google Scholar

Dafonte-Gómez, Alberto ( 2014 ), “ The Key Elements of Viral Advertising: From Motivation to Emotion in the Most Shared Videos ,” Comunicar, 22 (43), 199 – 207 .

Google Scholar

Deighton, John, Romer, Daniel, McQueen, Josh ( 1989 ), “ Using Drama to Persuade ,” Journal of Consumer Research, 16 (3), 335 – 43 .

Google Scholar

Dobele, Angela, Lindgreen, Adam, Beverland, Michael, Vanhamme, Joelle, Wijk, Robert van ( 2007 ), “ Why Pass on Viral Messages? Because They Connect Emotionally ,” Business Horizon, 50 (4) 291 – 304 .

Google Scholar

Dubois, David, Bonezzi, Andrea, Angelis, Matteo De ( 2016 ), “ Sharing with Friends Versus Strangers: How Interpersonal Closeness Influences Word-of-Mouth Valence ,” Journal of Marketing Research, 53 (5), 712 – 27 .

Google Scholar SAGE Journals

Eckler, Petya, Bolls, Paul ( 2011 ), “ Spreading the Virus: Emotional Tone of Viral Advertising and its Effect on Forwarding Intentions and Attitudes ,” Journal of Interactive Advertising, 11 (2), 1 – 15 .

Google Scholar

Edell, Julie A., Burke, Marian Chapman ( 1987 ), “ The Power of Feelings in Understanding Advertising Effects ,” Journal of Consumer Research, 14 (3), 421 – 33 .

Google Scholar

Eilers, Paul H. C., Marx, Brian D. ( 1996 ), “ Flexible Smoothing with B-Splines and Penalties ,” Statistical Science, 11 (2), 89 – 121 .

Google Scholar

Eisend, Martin ( 2009 ), “ A Meta-Analysis of Humor in Advertising ,” Journal of the Academy of Marketing Science, 37 (2), 191 – 203 .

Google Scholar

Friestad, Marian, Wright, Peter ( 1994 ), “ The Persuasion Knowledge Model: How People Cope with Persuasion Attempts ,” Journal of Consumer Research, 21 (1), 1 – 31 .

Google Scholar

Green, Melanie C. ( 2004 ), “ Transportation into Narrative Worlds: The Role of Prior Knowledge and Perceived Realism ,” Discourse Processes, 38 (2), 247 – 66 .

Google Scholar

Green, Melanie C., Brock, Timothy C. ( 2000 ), “ The Role of Transportation in the Persuasiveness of Public Narratives ,” Journal of Personality and Social Psychology, 79 (5), 701 – 21 .

Google Scholar

Hagerstrom, Amy, Alhabash, Saleem, Kononova, Anastasia ( 2014 ), “ Emotional Dimensionality and Online Ad Virality: Investigating the Effects of Affective Valence and Content Arousingness on Processing and Effectiveness of Viral Ads ,” paper presented at American Academy of Advertising Conference , Atlanta, Georgia (March 27–30).

Google Scholar

Haugtvedt, Curtis P., Kasmer, Jeff A. ( 2012 ), “ Attitude Change and Persuasion ,” in Handbook of Consumer Psychology, Haugtvedt, C. P., Herr, P. M., Kardes, F. R., eds. New York : Psychology Press , 427 – 43 .

Google Scholar

Hennig-Thurau, Thorsten, Gwinner, Kevin P., Walsh, Gianfranco, Gremler, Dwayne D. ( 2004 ), “ Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? ” Journal of Interactive Marketing, 18 (1), 38 – 52 .

Google Scholar

Ho, Jason Y.C., Dempsey, Melanie ( 2010 ), “ Viral Marketing: Motivations to Forward Online Content ,” Journal of Business Research, 63 (9/10), 1000 – 1006 .

Google Scholar

Hsieh, Jung-Kuei, Hsieh, Yi-Ching, Tang, Yu-Chien ( 2012 ), “ Exploring the Disseminating Behaviors of eWOM Marketing: Persuasion in Online Video ,” Electronic Commerce Research, 12 (2), 201 – 24 .

Google Scholar

Isen, Alice M. ( 2008 ), “ Positive Affect and Decision Processes: Some Recent Theoretical Developments with Practical Implications ,” in Handbook of Consumer Psychology, Haugtvedt, C. P., Herr, P. M., Kardes, F. R., eds. New York : Lawrence Erlbaum , 297 – 348 .

Google Scholar

Lee, Chei Sian, Ma, Long ( 2012 ), “ News Sharing in Social Media: The Effect of Gratifications and Prior Experience ,” Computers in Human Behavior, 28 (2), 331 – 39 .

Google Scholar

Lee, Jieun, Hong, Ilyoo B. ( 2016 ), “ Predicting Positive User Responses to Social Media Advertising: The Roles of Emotional Appeal, Informativeness, and Creativity ,” International Journal of Information Management, 36 (3), 360 – 73 .

Google Scholar

Lee, Joonghwa, Ham, Chang-Dae, Kim, Mikyoung ( 2013 ), “ Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action ,” Journal of Interactive Advertising, 13 (1), 1 – 13 .

Google Scholar

Locander, William B., Hermann, Peter W. ( 1979 ), “ The Effect of Self-Confidence and Anxiety on Information Seeking in Consumer Risk Reduction ,” Journal of Marketing Research, 16 (2), 268 – 74 .

Google Scholar SAGE Journals

Lovett, Mitchell J., Peres, Renana, Shachar, Ron ( 2013 ), “ On Brands and Word of Mouth ,” Journal of Marketing Research, 50 (4), 427 – 44 .

Google Scholar SAGE Journals

MacInnis, Deborah J., Jaworski, Bernard J. ( 1989 ), “ Information Processing from Advertisements: Toward an Integrative Framework ,” The Journal of Marketing, 53 (4), 1 – 23 .

Google Scholar SAGE Journals

MacInnis, Deborah J., Rao, Ambar, Weiss, Allen M. ( 2002 ), “ Assessing When Increased Media Weight of Real-World Advertisements Helps Sales ,” Journal of Marketing Research, 39 (4), 391 – 407 .

Google Scholar SAGE Journals

MacKenzie, Scott B., Lutz, Richard J. ( 1989 ), “ An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context ,” Journal of Marketing, 53 (2), 48 – 65 .

Google Scholar SAGE Journals

Multon, Karen D. ( 2010 ), “ Interrater Reliability ,” in Encyclopedia of Research Design. Thousand Oaks, CA : SAGE Publications , 627 – 29 .

Google Scholar

Nakagawa, Shinichi, Holger, Schielzeth ( 2013 ), “ A General and Simple Method for Obtaining R2 from Generalized Linear Mixed-Effects Models ,” Methods in Ecology and Evolution, 4 (2), 133 – 42 .

Google Scholar

Nelson-Field, Karen, Riebe, Erica, Newstead, Kellie ( 2013 ), “ The Emotions that Drive Viral Video ,” Australasian Marketing Journal, 21 (4), 205 – 11 .

Google Scholar

Nikolinakou, Angeliki, King, Karen Whitehall ( 2018 ), “ Viral Video Ads: Emotional Triggers and Social Media Virality ,” Psychology & Marketing, 35 (10), 715 – 26 .

Google Scholar

Petty, Richard E., Rucker, Derek D., Gizer, George Y., Cacioppo, John T. ( 2004 ), “ The Elaboration Likelihood Model of Persuasion ,” in Perspectives on Persuasion, Social Influence and Compliance Gaining, Seiter, John S., Gass, Robert H., eds. Boston : Allyn & Bacon .

Google Scholar

Phelps, Joseph E., Lewis, Regina, Mobilio, Lynne, Perry, David, Raman, Niranjan ( 2004 ), “ Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email ,” Journal of Advertising Research, 44 (4), 333 – 48 .

Google Scholar

Shehu, Edlira, Bijmolt, Tammo H. A., Clement, Michel ( 2016 ), “ Effects of Likeability Dynamics on Consumers’ Intention to Share Online Video Advertisements ,” Journal of Interactive Marketing, 35, 27 – 43 .

Google Scholar

Southgate, Duncan, Westoby, Nikki, Page, Graham ( 2010 ), “ Creative Determinants of Viral Video Viewing ,” International Journal of Advertising, 29 (3), 2 – 14 .

Google Scholar

Stayman, Douglas M., Batra, Rajeev R. ( 1991 ), “ Encoding and Retrieval of Ad Affect in Memory ,” Journal of Marketing Research, 28 (2), 232 – 39 .

Google Scholar SAGE Journals

Stephen, Andrew T., Sciandra, Michael, Inman, Jeffrey ( 2015 ), “ Is It What You Say or How You Say it? How Content Characteristics Affect Consumer Engagement with Brands on Facebook ,” working paper, Saïd Business School RP 2015-19.

Google Scholar

Stewart, David W., Furse, David H. ( 1986 ), Effective Television Advertising: A Study of 1000 Commercials. Lexington, MA : Lexington Books .

Google Scholar

Stieglitz, Stefan, Dang-Xuan, Linh ( 2013 ), “ Emotions and Information Diffusion in Social Media: Sentiment of Microblogs and Sharing Behavior ,” Journal of Management Information Systems, 29 (4), 217 – 48 .

Google Scholar

Syn, Sue Yeon, Oh, Sanghee ( 2015 ), “ Why Do Social Network Site Users Share Information on Facebook and Twitter? ” Journal of Information Science, 41 (5), 553 – 69 .

Google Scholar SAGE Journals

Teixeira, Thales, Wedel, Michel, Pieters, Rik ( 2010 ), “ Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing ,” Marketing Science, 29 (5), 783 – 804 .

Google Scholar

Teixeira, Thales, Wedel, Michel, Pieters, Rik ( 2012 ), “ Emotion-Induced Engagement in Internet Video Advertisements ,” Journal of Marketing Research, 49 (2), 144 – 59 .

Google Scholar SAGE Journals

Tellis, Gerard J. ( 2003 ), Effective Advertising: Understanding When, How, and Why Advertising Works. Thousand Oaks, CA : SAGE Publications .

Google Scholar

Tellis, Gerard J. ( 2019 ), Effective Advertising and Social Media: Strategy & Analytics. Santa Margarita, CA : Kendall-Hunt Publishing .

Google Scholar

Tucker, Catherine E. ( 2015 ), “ The Reach and Persuasiveness of Viral Video Ads ,” Marketing Science, 34 (2), 281 – 96 .

Google Scholar Crossref

Visible Measures ( 2014 ), “ 2013 Branded Video Report ” (March 24), http://www.visiblemeasures.com/2014/03/24/2013-branded-video-report/.

Google Scholar