Contagious Content: Viral Video Ads Identification of Content Characteristics that Help Online Video Advertisements go Viral Outros Idiomas

ID:
43336
Resumo:
Por que alguns anúncios de vídeo online se espalham de forma viral enquanto outros passam despercebidos? Que tipo de conteúdo mantém o público interessado e motivado a compartilhar? Muitas companhias perceberam a necessidade de inovar suas estratégias de marketing e adotaram novos meios de usar tecnologias como a internet a seu favor. No entanto, poucos publicitários entendem como, de fato, fazê-lo, e a literatura acadêmica sobre o assunto é escassa. Este estudo investigou quais são as características dos vídeos que distinguem anúncios virais bem-sucedidos e malsucedidos analisando 641 casos por meio da Modelagem de Equações Estruturais. Os resultados mostram que engajamento e surpresa são as duas principais características que aumentam significativamente a chance de anúncios de vídeo online se tornarem virais.
Citação ABNT:
KNOSSENBURG, Y. L.; NOGUEIRA, R.; CHIMENTI, P. Contagious Content: Viral Video Ads Identification of Content Characteristics that Help Online Video Advertisements go Viral. Revista Brasileira de Marketing, v. 15, n. 4, p. 448-458, 2016.
Citação APA:
Knossenburg, Y. L., Nogueira, R., & Chimenti, P. (2016). Contagious Content: Viral Video Ads Identification of Content Characteristics that Help Online Video Advertisements go Viral. Revista Brasileira de Marketing, 15(4), 448-458.
DOI:
10.5585/remark.v15i4.3385
Link Permanente:
http://www.spell.org.br/documentos/ver/43336/contagious-content--viral-video-ads-identification-of-content-characteristics-that-help-online-video-advertisements-go-viral/i/pt-br
Tipo de documento:
Artigo
Idioma:
Inglês
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