10 lecture

Question 1

Virality

Answer 1

the tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another.

Question 2

How to measure viralty

Answer 2

Shares 
Views
eWOM volume, valence
Likes
Time to reach a critical mass
… ?

Question 3

Virality defined by Tellis et al (2019)

Answer 3

as achieving a large number of views in a short time period due to sharing.

Question 4

Why people share?

3x

Answer 4

Self-serving motivations: to share content that benefits themselves without directly considering the benefit to others: signal status, knowledge, uniqueness etc.

Social motivations: to engage with a community, socialize, feel that they belong to or are part of a group

Altruistic motivations: to show concern / empathy / help others

Question 5

What Drives Sharing of online ads?

5

Answer 5

Ads that evoke positive emotions of inspiration, warmth, amusement, and excitement
Ads that use elements of a drama, such as surprise, likable characters, and a plot
Informational appeals for high product or purchase risk (the product or service is new or its price is high)
Late placement of the brand name in the ad, compared to early or intermittent placement of the brand name through the ad
Moderate ad length: ads between 1.2 to 1.7 minutes

Question 6

Viral marketing

Answer 6

In a viral marketing campaign, an organization develops an online marketing message and stimulates customers to forward this message to members of their social network (van der Lans 2010).

Question 7

Why is viral marketing effective? 2x

Answer 7

messages from friends are likely to have more impact than advertising
information spreads rapidly over the Internet (van der Lans 2010)

Question 8

Companies now consider “shareability” or contagiousness when designing ads, but …

Answer 8

… not all highly shared ads are likely to lead to higher sales.

Question 9

clickbait may be counterproductive 2x

Answer 9

Clickbait may enhance direct readership, but it is both liked less and shared less than non-clickbait.

Consumers are often aware of the manipulative tactics of the publishers
A negative halo effect around the publisher
A perception of untrustworthiness, incompetence, and lack of sincerity, which translates into a lower likelihood of sharing