Download This PaperWhat Makes Youtube Videos Go Viral? Emotional Triggers and Shopper's Engagement in Viral Advertising
16 Pages Posted: 16 Apr 2020 Last revised: 16 Jun 2020
Date Written: December 29, 2019
Abstract
Companies have attracted viral advertisements in recent years, yet little is known how exactly it works from a consumer behavior point of view. This study contributes to how emotional triggers (e.g. positive emotion, negative emotion, tone) of YouTube viral videos affect attitudes e.g. like, dislike or making a comment. Results indicated that positive emotional tone elicits the strongest attitudes towards YouTube trending videos. The outcome was not significant for a negative emotional tone. In other words, consumers are interested in the message that are rich with positivity.
Keywords: viral marketing
Suggested Citation: Suggested Citation