apkinar and berger 2017

Question 1

Valuable virality”:

Answer 1

”ads that consumers will share but also benefit the brand

Question 2

Drivers of valuable virality

2

Answer 2

Informational appeals
- objective information describing brand attributes or benefits
Emotional appeals
- appeal to emotions using drama, music, mood, and other emotion-eliciting strategies

Question 3

informational appeals lead to

Answer 3

brand evaluation and purchase

Question 4

emotional appeals lead to

Answer 4

shares

Question 5

how to obtain both shares and brand evaluation and purchase

Answer 5

Emotional appeals should make the brand integral to the narrative

Question 6

Emotional appeals should make the brand integral to the narrative
how? 2x

Answer 6

More favorable inferences about persuasion
In emotional appeals where the brand is not integral, consumers are more likely to think the brand is just using emotional tactics to convince them, and may infer manipulative intent (Campbell and Kirmani 2000; Darke and Ritchie 2007).

Boost brand knowledge by communicating brand image or brand personality

Question 7

What else can affect virality?

4x

Answer 7

Ads that are in local language versus English might impact willingness to share

Ads that feature celebrities might get shared more

Ads for certain types of products (e.g., experience goods) might be shared more

Brands with higher brand equity or larger brand communities or global brands might experience higher level of sharing

Question 8

Drivers of valuable virality

methodology 4

Answer 8

Field Exploration of Viral Ads: Explore 100+ ads

Study 1: experiment – how different ad types influence shares and brand-related outcomes

Study 2: real sharing – to rule out alternative explanations and test external validity

Study 3: testing the process – brand knowledge and inferences about persuasive attempts