Yanwei Zhang
Yanwei Zhang is a researcher and co-author of the 2019 study of what drives sharing of online video ads.
Who they are
The work of Yanwei Zhang reaches this site through the paper listed below. The name is tied to Emotional Arousal.
Key papers
Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing. What it reports: Two independent field studies of sharing of video ads across several social platforms, 11 emotions and over 60 ad characteristics. Amusement, excitement, inspiration and warmth increased sharing; drama elements aroused emotions; information-focused content reduced sharing except in risky contexts; sharing greatest at moderate length, about 1.2 to 1.7 minutes; a third study predicted sharing accurately in an independent sample.
Key ideas
Emotional Arousal: The level of activation that comes with a feeling, separate from whether it is pleasant or unpleasant.
Sources
- Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing.