EXAMINING VIRAL AD’S ATTRIBUTES AND THE CAUSE OF ITS SPREAD ON THE INTERNET

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MADHOOSHI MEHRDAD; SHIRKHODAIE MEYSAM; REZAIE SAEED; RAMEZANI AYOOB

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Journal: New Marketing Research Journal Year:2013 | Volume:3 | Issue:1 (8) Page(s): 37-48

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Information Journal Paper

Title

EXAMINING VIRAL AD’S ATTRIBUTES AND THE CAUSE OF ITS SPREAD ON THE INTERNET

Author(s)

MADHOOSHI MEHRDAD | SHIRKHODAIE MEYSAM | REZAIE SAEED | RAMEZANI AYOOB | Issue Writer Certificate

Keywords

WORD-OF-MOUTHQ2

VIRAL ADVERTISINGQ2

EMOTIONAL CONTENTQ2

AD FORWARDING INTENTIONQ2

Abstract

While traditional marketing is a kind of marketer-to-consumer communication, VIRAL ADVERTISING is consumer-to-consumer communication. Advertisers believe that their messages will be viewed favorably if they have been recommended by a friend or a social networks’ member. This research aimed to examine the characteristics of VIRAL ADVERTISING. The research strategy was experimental. The Mazandaran University students were selected as the statistical population of the research. A cluster sampling was applied to select the research sample. Then, the selected sample was equally divided into test and control groups. Four viral and four non-viral ads of unfamiliar brands were shown to test and control groups respectively. The data was collected through questionnaire. Reliability of the questionnaire was assessed using Cronbach’s alpha. Data was analyzed using descriptive statistics and parametric tests including Kolmogorov-Smirnov, one sample t-test, two independent samples t-test, and Spearman correlation. The results indicate that there is a positive and significant difference between the EMOTIONAL CONTENT of viral ads and non-viral ads. In addition, there is a positive and significant correlation between EMOTIONAL CONTENT and AD FORWARDING INTENTION.

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APA: Copy

MADHOOSHI, MEHRDAD, SHIRKHODAIE, MEYSAM, REZAIE, SAEED, & RAMEZANI, AYOOB. (2013). EXAMINING VIRAL AD’S ATTRIBUTES AND THE CAUSE OF ITS SPREAD ON THE INTERNET. NEW MARKETING RESEARCH JOURNAL, 3(1 (8)), 37-48. SID. https://sid.ir/paper/194627/en

Vancouver: Copy

MADHOOSHI MEHRDAD, SHIRKHODAIE MEYSAM, REZAIE SAEED, RAMEZANI AYOOB. EXAMINING VIRAL AD’S ATTRIBUTES AND THE CAUSE OF ITS SPREAD ON THE INTERNET. NEW MARKETING RESEARCH JOURNAL[Internet]. 2013;3(1 (8)):37-48. Available from: https://sid.ir/paper/194627/en

IEEE: Copy

MEHRDAD MADHOOSHI, MEYSAM SHIRKHODAIE, SAEED REZAIE, and AYOOB RAMEZANI, “EXAMINING VIRAL AD’S ATTRIBUTES AND THE CAUSE OF ITS SPREAD ON THE INTERNET,” NEW MARKETING RESEARCH JOURNAL, vol. 3, no. 1 (8), pp. 37–48, 2013, [Online]. Available: https://sid.ir/paper/194627/en

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