Keywords

Advertising, Internet, video, viral, social web, social media, emotion, content analysis

Abstract

From its origins in the mid ‘90, the application of the concept of virality to commercial communication has represented an opportunity for brands to cross the traditional barriers of the audience concerning advertising and turn it into active communicator of brand messages. Viral marketing has been based, since then, on two basic principles: offer free and engaging content that masks its commercial purpose to the individual and use of using a peer-to-peer dissemination system. The transformation of the passive spectator into an active user who broadcasts advertising messages promoted by sponsors, and who responds to needs and motivations of individuals and content features which has been described by previous research in this field, mainly through quantitative methods based on user perceptions. This paper focusses on those elements detected in its previous research as promoters of the sharing action in the 25 most-shared viral video ads between 2006 and 2013 using content analysis. The results obtained show the most common features in these videos and the prominent presence of surprise and joy as dominant emotions in the most successful viral videos.

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Fundref

This work has no financial support

Crossmark

Technical information

Received: 29-11-2013

Revised: 11-01-2014

Accepted: 26-01-2014

OnlineFirst: 15-05-2014

Publication date: 01-07-2014

Article revision time: 43 days | Average time revision issue 43: 44 days

Article acceptance time: 58 days | Average time of acceptance issue 43: 92 days

Preprint editing time: 168 days | Average editing time preprint issue 43: 159 days

Article editing time: 213 days | Average editing time issue 43: 204 days

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Dafonte-Gómez, A. (2014). The key elements of viral advertising. From motivation to emotion in the most shared videos. [Claves de la publicidad viral: De la motivación a la emoción en los vídeos más compartidos]. Comunicar, 43, 199-207. https://doi.org/10.3916/C43-2014-20

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