Proceeding

What Drives Ad Virality?

PTC'16 Young Scholar

Author

  • Yanwei (Wayne) Zhang, Ph.D. Student, Marshall School of Business, University of Southern California, USA

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Paper Slides

Abstract

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.

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  • CenturyLink
  • Colt Technology Services
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  • China Telecom
  • MegaSys
  • Harris
  • Verizon Wholesale
  • China Unicom Global Limited
  • BTI Systems
  • Paul Hastings
  • Level 3 Communications
  • Vodafone
  • REDCOM
  • Arbor Networks
  • Wolfe
  • PCCW Global
  • Telus
  • ATLANTIC-ACM
  • Infinera
  • CoreSite
  • TNZI
  • Digital Realty
  • World Hub Communications Limited
  • Ciena
  • GTT
  • Telstra
  • Lumen Networks

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  • ADVA Optical Networking
  • CITIC Telecom International CPC Limited
  • CITIC Telecom International
  • Biznet
  • CenturyLink
  • Colt Technology Services
  • Shaw Business
  • Comcast Wholesale
  • China Telecom
  • MegaSys
  • Harris
  • Verizon Wholesale
  • China Unicom Global Limited
  • BTI Systems
  • Paul Hastings
  • Level 3 Communications
  • Vodafone
  • REDCOM
  • Arbor Networks
  • Wolfe
  • PCCW Global
  • Telus
  • ATLANTIC-ACM
  • Infinera
  • CoreSite
  • TNZI
  • Digital Realty
  • World Hub Communications Limited
  • Ciena
  • GTT
  • Telstra
  • Lumen Networks
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