What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence
Tellis, MacInnis, Tirunillai and Zhang, Journal of Marketing, 2019. 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.
Tellis, MacInnis, Tirunillai and Zhang, Journal of Marketing, 2019. 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.
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Journal of Marketing. doi:10.1177/0022242919841034 https://doi.org/10.1177/0022242919841034