Ph.D. Student, Marshall School of Business, University of Southern California
Yanwei (Wayne) Zhang studies quantitative marketing in the Marshall School of Business at the University of Southern California. His dissertation focuses on how advertisers can effectively communicate with consumers on social media through better design of video ad content. Prior to the Ph.D. Program, he got a master degree in statistics from the University of Chicago and worked in the insurance industry for three years where he actively involved in data analytics and modeling.
Young Scholar 1
Tuesday, 19 January 2016
Video ads are a form of digital information products which contain some type of knowledge, information or entertainment. The information contained spreads across the social system as consumers view and then shares the ads on social networks. In today’s social media world, a major goal of advertisers is to create viral ads that are shared by a large of number of consumers. This study attempts to understand what characteristics of video ads influence the extent to which they are shared. We collected the number of social shares for a large number of YouTube ads. We coded the content of these ads on over 30 executional cues drawn from the behavioral literature on advertising. Our empirical analysis obtains new findings consistent with our theorizing but contrary to current practice. These results provide important implications for effective ad design and customer communications.