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

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.
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