Palavras chave

Publicidade, Internet, vídeo, viral, social web, redes sociais, emoção, análise de conteúdo

Resumo

Desde suas origens, em meados dos anos noventa, a aplicação do conceito de viralidade à comunicação comercial representou para as marcas uma oportunidade para franquear as tradicionais barreiras da audiência ante a publicidade e converter na transmissora ativa das mensagens da marca. O marketing viral se baseia, desde então, em dois princípios básicos: oferecer ao indivíduo conteúdos gratuitos e atrativos que escondem sua finalidade comercial e usar um sistema de difusão de usuário a usuário. A transformação do espectador passivo em usuário ativo, que difunde mensagens de tipo publicitário promovidas por anunciantes, responde a uma série de necessidades e motivações dos indivíduos e a uma série de características dos conteúdos que foram descritos pela pesquisa prévia neste campo, principalmente através de metodologias de tipo quantitativo baseadas nas percepções dos usuários. O presente artigo analisa, através da metodologia da análise de conteúdo, a presença dos elementos, que trabalhos de pesquisa anteriores têm assinalado, como favorecedores da ação de compartilhar nos 25 vídeos publicitários virais com mais «shares» entre 2006 e 2013. Os resultados obtidos mostram as características mais comuns neste tipo de vídeo e a presença destacada da surpresa e a alegria como emoções dominantes nos vídeos virais mais exitosos.

Referências

Aguado G. & García A. (2009). Del word-of-mouth al marketing viral: aspectos claves de la comunicación a través de redes sociales. Comunicación y Hombre, 5, 41-51.

Link Google Scholar

Broxton, T., Interian, J., Vaver, J. & Wattenhofer, M. (2010). Catching a Viral Video. IEEE International Conference on Data Mining Workshops (ICDMW), 296-304. (DOI: 10.1109/ICDMW.2010.160)

Link DOI | Link Google Scholar

Chung, C. & Darke, P. (2006). The Consumer as Advocate: Self-relevance, Culture and Word-of-Mouth. Market Letters, 17, 269-279. (DOI: 10.1007/s11002-006-8426-7).

Link DOI | Link Google Scholar

De Bruyn, A. & Lilien, G.L. (2008). A Multi-Stage Model of Word-of-Mouth Influence through Viral Marketing. International Journal of Research in Marketing, 25, 151-163. (DOI: 10.1016/j.ijresmar.2008.03.004).

Link DOI | Link Google Scholar

Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J. & Van-Wijk, R. (2007). Why Pass on Viral Messages? Because They Connect Emotionally. Business Horizons, 50, 291-304. (DOI: 10.1016/j.bushor.2007.01.004).

Link DOI | Link Google Scholar

Eckler, P. & Bolls, P. (2011). Spreading the Virus: Emotional Tone of Viral Advertising and its Effect on Forwarding Intention and Attitudes. Journal of Interactive Advertising, 11, 2, 1-11. (DOI: 10.1080/15252019.2011.10722180).

Link DOI | Link Google Scholar

Ho, J. & Dempsey, M. (2010). Viral Marketing: Motivations to Forward Online Content. Journal of Business Research, 63, 1000-1006. (DOI: 10.1016/j.jbusres.2008.08.010).

Link DOI | Link Google Scholar

Huang, J., Chen, R. & Wang, X. (2012). Factors Influencing Intention to Fordward Short Internet Videos. Social Behavior and Personality, 40, 1, 5-14. (http://dx.doi.org/10.2224/sbp.2012.40.1.5).

Link DOI | Link Google Scholar

Lull, J. & Neiva, E. (2011). Hacia una nueva conceptualización evolutiva de la comunicación cultural. Comunicar, 36, 25-34. (DOI: 10.3916/C36-2011-02-02).

Link DOI | Link Google Scholar

Porter, L. & Golan, G. J. (2006). From Subservient Chickens to Brawny Men: A Comparison of Viral Advertising to Television Advertising. Journal of Interactive Advertising, 6, 2, 26-33. (DOI:10.1080/15252019.2006.10722116).

Link DOI | Link Google Scholar

Rayport, J. (1996). The Virus of Marketing. Fast Company (http://goo.gl/bgEFnF) (05-03-2014).

Link Google Scholar

Ruskoff, D. (1994). Media Virus. New York: Ballantine.

Link Google Scholar

Sivera, S. (2008). Marketing Viral. Barcelona: UOC.

Link Google Scholar

Sundaram, D. S., Mitra, K. & Webster, C. (1998). Word-of-Mouth Communications: A Motivational Analysis. Advances in Consumer Research, 25, 527-531.

Link Google Scholar

Teixeira, T. (2012). The New Science of Viral Ads. Harvard Business Review. March, 2012, 25-27.

Link Google Scholar

Unruly Media (n.d.). Mashable Global Ads Chart (http://goo.gl/JgTn9z) (23-11-2013).

Link Google Scholar

Fundref

Este trabalho não tem nenhum apoio financeiro

Crossmark

Technical information

Recebido: 29-11-2013

Revisado: 11-01-2014

Aceite: 26-01-2014

OnlineFirst: 15-05-2014

Data de publicação: 01-07-2014

Tempo de revisão do artigo: 43 dias | Tempo médio de revisão do número 43: 44 dias

Tempo de aceitação do artigo: 58 dias | Tempo médio de aceitação do número 43: 92 dias

Tempo de edição da pré-impressão: 168 dias | Tempo médio de edição pré-impressão do número 43: 159 dias

Tempo de processamento do artigo: 213 dias | Tempo médio de processamento do número 43: 204 dias

Métricas

Métricas deste artigo

Vistas: 6405

Leituras dos resumos: 5232

Descargas em PDF: 1173

Métricas completas do Comunicar 43

Vistas: 863196

Leituras dos resumos: 703989

Descargas em PDF: 159207

Citado por

Citas em Web of Science

Cohaila; E.;. Use of emotions in the post of the candidates in the Peruvian elections 2016 REVISTA DE COMUNICACION-PERU , 2020.

https://doi.org/10.26441/RC19.1-2020-A4

Marino-Jimenez, Mauro; Torres-Ravello, Carlos; Valdivia-Llerena, Gonzalo; . Education and Audiovisual Media: A Systemic Reflection for its Implementation, Strengthening and Sustainability PROPOSITOS Y REPRESENTACIONES, 2020.

https://doi.org/10.20511/pyr2020.v8n1.438

Dafonte-Gomez, Alberto; Miguez-Gonzalez, Maria-Isabel; Corbacho-Valencia, Juan-Manuel;. Viral Dissemination of Content in Advertising: Emotional Factors to Reach Consumers COMMUNICATION & SOCIETY-SPAIN , 2020.

https://doi.org/10.15581/003.33.1.107-120

Reichstein, Thomas; Brusch, Ines. The decision-making process in viral marketing-A review and suggestions for further research PSYCHOLOGY & MARKETING, 2019.

https://doi.org/10.1002/mar.21256

Tellis, Gerard J.; MacInnis, Deborah J.; Tirunillai, Seshadri; Zhang, Yanwei. What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence JOURNAL OF MARKETING, 2019.

https://doi.org/10.1177/0022242919841034

Rubenking, Bridget. Emotion, attitudes, norms and sources: Exploring sharing intent of disgusting online videos COMPUTERS IN HUMAN BEHAVIOR, 2019.

https://doi.org/10.1016/j.chb.2019.02.011

Raquel Tarullo, Maria. Emotion in political Facebook communication: An analysis of Facebook posts published by Argentine political leaders Cristina Fernandez, Mauricio Macri, Sergio Massa, and Daniel Scioli between November 2014 and November 2015 AUSTRAL COMUNICACION, 2018.

https://doi.org/10.26422/aucom.2018.0701.tar

del Paloma H, Sanchez Cobarro. BRANDED CONTENT AND ENTERTAINMENT: A MOMENTUM FOR ORGANIZATIONS REVISTA DE COMUNICACION DE LA SEECI, 2018.

https://doi.org/10.15198/seeci.2018.45.43-54

Dafonte-Gomez, Alberto. Audience as Medium: Motivations and Emotions in News Sharing INTERNATIONAL JOURNAL OF COMMUNICATION, 2018.

Link Google Scholar

Sanchez Fernandez, Antonio J.. Mass media, viralizacion and restoration of the cultural heritage: the effect Ecce Homo LINO - REVISTA ANUAL DE HISTORIA DEL ARTE, 2018.

Link Google Scholar

Segarra-Saavedra, Jesus; Hidalgo-Mari, Tatiana. Virality and interaction. Analysis of engagement in ten most viewed ads on YouTube in Spain in 2016 REVISTA ICONO 14-REVISTA CIENTIFICA DE COMUNICACION Y TECNOLOGIAS, 2018.

https://doi.org/10.7195/ri14.v16i1.1069

Costa-Sanchez, Carmen. AWARDED VIDEOS AT SABRE (2016) AND EUROPEAN EXCELLENCE AWARDS (2015) SUCCESSFUL CORPORATE VIDEO PRACTICES PRISMA SOCIAL, 2017.

Link Google Scholar

Soboleva, Alena; Burton, Suzan; Mallik, Girijasankar; Khan, Aila. 'Retweet for a Chance to. . .': an analysis of what triggers consumers to engage in seeded eWOM on Twitter JOURNAL OF MARKETING MANAGEMENT, 2017.

https://doi.org/10.1080/0267257X.2017.1369142

Antolin Prieto, Rebeca; Clemente, Jorge. YouTube as a significant tool for the brand communication strategy: case study of engagement, insight and creativity of the five most relevant campaigns worldwide video platform COMUNICACION Y HOMBRE, 2017.

Link Google Scholar

Antolin Prieto, Rebeca; Clemente Mediavilla, Jorge. Analysis of the Most Viewed Content in the History of YouTube in Spain: Possible Decisions and Future Challenges around the Business Model of the Platform TRIPODOS, 2017.

Link Google Scholar

Serrano-Puche, Javier. Developing Healthy Habits in Media Consumption: A Proposal for Dealing with Information Overload Advances in Information Quality and Management, 2017.

https://doi.org/10.4018/978-1-5225-2061-0.ch009

Kocyigit, Murat. A Literature Review on the Viral Advertising Narrative Structure Advances in Marketing Customer Relationship Management and E-Services (AMCRMES) Book Series, 2017.

https://doi.org/10.4018/978-1-5225-2373-4.ch010

Serrano-Puche, Javier. Meta-analysis of Digital Consumption in the Contemporary Media Ecosystem: Key Factors and Emotional Implications REVISTA MEDITERRANEA COMUNICACION-JOURNAL OF COMMUNICATION, 2017.

https://doi.org/10.14198/MEDCOM2017.8.1.6

Costa-Sanchez, Carmen. Online Video Marketing Strategies. Typology by Business Sector COMMUNICATION & SOCIETY-SPAIN, 2017.

https://doi.org/10.15581/003.30.1.sp.17-38

Dafonte-Gomez, Alberto; Martinez-Rolan, Xabier. From the View to Share: The Role of Viral Communication in Transforming the Media Ecosystem PALABRA CLAVE, 2016.

https://doi.org/10.5294/pacla.2016.19.2.7

Martinez-Rolan, Xabier; Pineiro-Otero, Teresa. The use of memes in the discourse of political parties on Twitter: analysing the 2015 state of the nation debate COMMUNICATION & SOCIETY-SPAIN, 2016.

https://doi.org/10.15581/003.29.1.145-159

Alioui, Sonia Ktari; Zghal, Mustapha. The Impact of the Staging of Emotion in Advertising According to the Psychological Profile of Receivers INNOVATION MANAGEMENT AND EDUCATION EXCELLENCE VISION 2020: FROM REGIONAL DEVELOPMENT SUSTAINABILITY TO GLOBAL ECONOMIC GROWTH, VOLS I - VI, 2016.

Link Google Scholar

Serrano-Puche, Javier. Internet and Emotions: New Trends in an Emerging Field of Research COMUNICAR, 2016.

https://doi.org/10.3916/C46-2016-02

de Aguilera-Moyano, J.; Banos-Gonzalez, M.; Ramirez-Perdiguero, J.. Branded Entertainment: Entertainment content as marketing communication tool. A study of its current situation in Spain REVISTA LATINA DE COMUNICACION SOCIAL, 2015.

https://doi.org/10.4185/RLCS-2015-1057

Cuadrado, Francisco; Lopez-Cobo, Isabel; Mateos-Blanco, Tania;. Arousing the Sound: A Field Study on the Emotional Impact on Children of Arousing Sound Design and 3D Audio Spatialization in an Audio Story FRONTIERS IN PSYCHOLOGY , 2020.

https://doi.org/10.3389/fpsyg.2020.00737

Sanchez-Nunez, P; Cobo, MJ; (...); Herrera-Viedma, E. Opinion Mining, Sentiment Analysis and Emotion Understanding in Advertising: A Bibliometric Analysis IEEE ACCESS, 2020.

https://doi.org/10.1109/ACCESS.2020.3009482

Lukacovic; Marta N.;. Framing Events of Political Violence within Peace Journalism and Internet User-Generated Comments: Effects on Readers' Emotions and Contemplation of Broader Implications PARTECIPAZIONE E CONFLITTO , 2020.

https://doi.org/10.1285/i20356609v13i2p1022

Lara Felix, Jesus H.; Diaz Martinez, Aurora; Becerra-Perez, Luis A.;. The effect of emotional advertising in a gender role: The case of Coca-Cola in Culiacan-Sinaloa INQUIETUD EMPRESARIAL , 2019.

Link Google Scholar

Motoki, Kosuke; Suzuki, Shinsuke; Kawashima, Ryuta;. A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media JOURNAL OF INTERACTIVE MARKETING , 2020.

https://doi.org/10.1016/j.intmar.2020.06.003

Citas em Scopus

Martínez-Rolán, X., Piñeiro-Otero, T.. The use of memes in the discourse of political parties on Twitter: Analysing the 2015 state of the nation debate), Communication and Society, .

https://doi.org/10.15581/003.29.1.145-159

Dafonte-Gómez, A., Martínez-Rolán, X.. From the view to share: The role of viral communication in transforming the media ecosystem [Del view al share: El papel de la comunicación viral en la transformación del ecosistema mediático]), Palabra Clave, .

https://doi.org/10.5294/pacla.2016.19.2.7

Costa-Sánchez, C.. Awarded videos at SABRE (2016), European Excellence Awards (2015): Successful corporate video practices [Vídeos premiados en los SABRE (2016) y los European Excellence Awards (2015): Prácticas exitosas de empleo de corporate video]), Prisma Social, .

Link Google Scholar

Costa-Sánchez, C.. Online video marketing strategies. Typology by business sector), Communication and Society, .

https://doi.org/10.15581/003.30.1.17-38

Serrano-Puche, J.. Developing healthy habits in media consumption: A proposal for dealing with information overload), Information, Communication Overload in the Digital Age, .

https://doi.org/10.4018/978-1-5225-2061-0.ch009

Moreno, J.M.O., Castro, C.M.. From the gypsy stereotype in the leading press to «Yo no soy trapacero» of the social networks. A case study about the image, the representation in the media of a ethnic minority [Del estereotipo gitano en la prensa de referenda al «Yo no soy trapacero» de las redes sociales. Caso de estudio sobre la imagen y la représentatión mediática de una minoría étnica]), Sistema, .

Link Google Scholar

Soboleva, A., Burton, S., Mallik, G., Khan, A.. ‘Retweet for a Chance to…’: an analysis of what triggers consumers to engage in seeded eWOM on Twitter), Journal of Marketing Management, .

https://doi.org/10.1080/0267257X.2017.1369142

Madinga, N.W., Maziriri, E.T.. Why do generation Y's share viral advertisements? Implications for the sustainability of a business), Journal of Reviews on Global Economics, .

https://doi.org/10.6000/1929-7092.2018.07.91

Erdem, M.N.. Narrative 3.0: Generating of user integrated narrative), Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, .

https://doi.org/10.4018/978-1-5225-7116-2.ch041

Koçyiğit, M.. A literature review on the viral advertising narrative structure), Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, .

https://doi.org/10.4018/978-1-5225-7116-2.ch073

Rubenking, B.. Emotion, attitudes, norms, sources: Exploring sharing intent of disgusting online videos), Computers in Human Behavior, .

https://doi.org/10.1016/j.chb.2019.02.011

Tellis, G.J., MacInnis, D.J., Tirunillai, S., Zhang, Y.. What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion,, Brand Prominence), Journal of Marketing, .

https://doi.org/10.1177/0022242919841034

Dafonte-Gómez, A., Míguez-González, M.-I., Corbacho-Valencia, J.-M. . Viral dissemination of content in advertising: Emotional factors to reach consumers), Communication and Society, .

https://doi.org/10.15581/003.33.1.107-120

Alvarez-Cebreiro, N., Abelairas-Gómez, C., García-Crespo, O., Varela-Casal, C., Rodriguez-Nuñez, A.. Effect of a basic life support training video shared on social media [Efecto de la formación en soporte vital básico a través de un video difundido en redes sociales]), Educacion Medica, .

https://doi.org/10.1016/j.edumed.2018.05.012

Cohaila, E. . Use of emotions in the post of the candidates in the Peruvian elections 2016 | [Empleo de las emociones en los post de los candidatos en las elecciones peruanas 2016]), Revista de Comunicacion, .

https://doi.org/10.26441/RC19.1-2020-A4

Cuadrado, F., Lopez-Cobo, I., Mateos-Blanco, T., Tajadura-Jiménez, A. . Arousing the Sound: A Field Study on the Emotional Impact on Children of Arousing Sound Design and 3D Audio Spatialization in an Audio Story), Frontiers in Psychology, .

https://doi.org/10.3389/fpsyg.2020.00737

Sawaftah, D.A., Çalıcıoğlu, C., Awadallah, R.I. . The relationship between viral marketing and consumer purchase intention, the moderator role of brand image and age: Evidence from smartphone users in North Cyprus), Management Science Letters, .

https://doi.org/10.5267/j.msl.2019.11.027

Reichstein, T., Brusch, I.. The decision-making process in viral marketing—A review, suggestions for further research), Psychology, Marketing, .

https://doi.org/10.1002/mar.21256

Serrano-Puche, J.. Internet, emotions: New trends in an emerging field of research), Comunicar, .

https://doi.org/10.3916/C46-2016-02

de Aguilera-Moyano, J., Baños-González, M., Ramírez-Perdiguero, J.. Branded entertainment: Entertainment content as marketing communication tool. A study of its current situation in Spain [Branded entertainment: Los contenidos de entretenimiento como herramienta de comunicación de marketing. Un estudio de su situación actual en España]), Revista Latina de Comunicacion Social, .

https://doi.org/10.4185/RLCS-2015-1057

Motoki, K., Suzuki, S., Kawashima, R., Sugiura, M. . A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media), Journal of Interactive Marketing, .

https://doi.org/10.1016/j.intmar.2020.06.003

Sanchez-Nunez, P., Cobo, M.J., Heras-Pedrosa, C.D.L., Pelaez, J.I., Herrera-Viedma, E. . Opinion Mining, Sentiment Analysis and Emotion Understanding in Advertising: A Bibliometric Analysis), IEEE Access, .

https://doi.org/10.1109/ACCESS.2020.3009482

Serrano-Puche, J., Rojas, L.S. . Mediatised emotions: A framework for understanding the display of affect in the network society), Journal of Reviews on Global Economics, .

https://doi.org/10.1007/978-3-030-24882-6_3

Segarra-Saavedra, J., Hidalgo-Marí, T. . Virality and interaction. Analysis of engagement in ten most viewed ads on Youtube in Spain in 2016 | [Viralidad e interacción. Análisis del engagement de los diez anuncios más vistos en Youtube en España en 2016]), Icono14, .

https://doi.org/10.7195/RI14.V16I1.1069

Baños-González, M., Tiralaso, H.C., Fernández, M.R. . The broadcast of the music video on youtube. Analysis of the viral capacity of the video clip | [La difusión del vídeo musical en youtube. Análisis de la capacidad viral del vídeoclip]), Revista Latina de Comunicacion Social, .

https://doi.org/10.4185/RLCS-2020-1452

Lukacovic, M.N. . Framing Events of Political Violence within Peace Journalism and Internet User-Generated Comments: Effects on Readers’ Emotions and Contemplation of Broader Implications), Partecipazione e Conflitto, .

https://doi.org/10.1285/i20356609v13i2p1022

Arjona-Martín, J.-B., Méndiz-Noguero, A., Victoria-Mas, J.-S. . Virality as a paradigm of digital communication. Review of the concept and update of the theoretical framework), Profesional de la Informacion, .

https://doi.org/10.3145/epi.2020.nov.07

Sánchez Fernández, A.J. . Media, virality and restoration of cultural heritage: The Ecce Homo effect | [Medios de comunicación, viralización y restauración del patrimonio cultural: El efecto Ecce Homo]), International Journal of Communication, .

https://doi.org/10.17811/li.24.2018.105-116

DAFONTE-GÓMEZ, A. . Audience as Medium: Motivations and Emotions in News Sharing), International Journal of Communication, .

Link Google Scholar

Afifah, N., Daud, I., Mulyadina, M.. Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia), Gadjah Mada International Journal of Business, .

https://doi.org/10.22146/gamaijb.49987

Ortega-Barón, J., Machimbarrena, J.M., Montiel, I., González-Cabrera, J.. Viral internet challenges scale in preadolescents: An exploratory study), Current Psychology, .

https://doi.org/10.1007/s12144-021-02692-6

Rivo-López, E., Villanueva-Villar, M., Novoa-Santos, S., Doval-Ruiz, M.I.. Does COVID-19 change CSR? A family business perspective), Sustainability, .

https://doi.org/10.3390/su132413954

Hernández-Ruiz, A., Gutiérrez, Y.. Analysing the twitter accounts of licensed sports gambling operators in spain: A space for responsible gambling?), Communication and Society, .

https://doi.org/10.15581/003.34.4.65-79

Kwon, J., Lin, H., Deng, L., Dellicompagni, T., Kang, M.Y.. Computerized emotional content analysis: empirical findings based on charity social media advertisements), International Journal of Advertising, .

https://doi.org/10.1080/02650487.2021.2012070

Avgeropoulou, A., Melanthiou, Y.. Giving power to those having less power: NGOs, YouTube and virality), Journal for Global Business Advancement, .

https://doi.org/10.1504/JGBA.2021.118748

Citas em Google Scholar

Soboleva, A., Burton, S., Mallik, G., & Khan, A. (2017). ‘Retweet for a Chance to…’: an analysis of what triggers consumers to engage in seeded eWOM on Twitter. Journal of Marketing Management, 33(13-14), 1120-1148.

https://www.tandfonline.com/doi/abs/10.1080/0267257X.2017.1369142

Moore, S. (2015). Film Talk: An investigation into the use of viral videos in film marketing, and the impact on electric word of mouth during pre-release and opening week. Journal of Promotional Communications, 3(3).

http://promotionalcommunications.org/index.php/pc/article/view/64

Erdem, M. N. (2019). Narrative 3.0: Generating of user integrated narrative. In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (pp. 759-778). IGI Global.

https://www.igi-global.com/chapter/narrative-30/213737

Serrano-Puche, J. (2017). Developing healthy habits in media consumption: A proposal for dealing with information overload. In Information and communication overload in the digital age (pp. 202-222). IGI Global.

https://www.igi-global.com/chapter/developing-healthy-habits-in-media-consumption/176572

Dafonte-Gómez, A. L. B. E. R. T. O. (2018). Audience as Medium: Motivations and Emotions in News Sharing. International Journal of Communication, 12(2018), 2133-2152.

...

Yee, F. M., & Yazdanifard, R. (2015). How Consumer Behavior is Affected by Sight and Hearing in Terms of Promotion?. Global Journal of Management And Business Research.

http://www.journalofbusiness.org/index.php/GJMBR/article/view/1698

Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What drives virality (Sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing, 83(4), 1-20.

https://journals.sagepub.com/doi/abs/10.1177/0022242919841034

熊炎. (2016). 何种谣言更具传播力?——谣言内容, 传谣意愿与谣言讨论热度. 现代传播: 中国传媒大学学报, (9), 71-75.

http://www.cqvip.com/qk/84461x/201609/88686766504849544857484953.html

Ramírez, D. Q. (2017). Códigos comunicativos de la producción audiovisual masiva en YouTube. Comunicación: revista Internacional de Comunicación Audiovisual, Publicidad y Estudios Culturales, (15), 77-90.

...

Quintero Ramírez, D. (2017). Códigos comunicativos de la producción audiovisual masiva en YouTube. Comunicación. Revista Internacional de Comunicación Audiovisual, Publicidad y Literatura, 15, 77-90.

https://idus.us.es/xmlui/handle/11441/72294

Fernández Rodríguez, H. (2015). Influencia de las emorciones en el marketing viral.

https://repositorio.comillas.edu/xmlui/handle/11531/3908

Mairal Lasaosa, J., & Casaló Ariño, L. V. Marketing Viral y su aplicación al caso Made in Primavera.

https://zaguan.unizar.es/record/76502

Hu, J. (2019). Users' Knowkedge and Social Media Sharing Behaviors.

https://surface.syr.edu/thesis/296/

De Blasio, G. G., Mazerant, K., & Scharlott, B. (2019). Entrancing Ourselves with YouTube: Emotion-producing Practices Amplify the Impact of Branded Video. Big Ideas in Public Relations Research and Practice (Advances in Public Relations and Communication Management, 4, 39-56.

https://www.emerald.com/insight/content/doi/10.1108/S2398-391420190000004004/full/html

Lukacovic, M. N. (2016). Effects Of Conflict Sensitivity In News Stories And User-Generated Comments.

https://digitalcommons.wayne.edu/oa_dissertations/1556/

Jensen, M. S., & Wildermuth, N. (2016). Deadpool.

https://core.ac.uk/download/pdf/43034218.pdf

Koçyiğit, M. (2019). A Literature Review on the Viral Advertising Narrative Structure. In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (pp. 1363-1379). IGI Global.

...

Dafonte-Gómez, A. (2018). News Media and the Emotional Public Sphere| Audiences as Medium: Motivations and Emotions in News Sharing. International Journal of Communication, 12, 20.

http://ijoc.org/index.php/ijoc/article/view/6790

Hofstede, B. (2017). Video Marketing: How Important are Videos for the Hospitality Industry in Finland?.

https://www.theseus.fi/handle/10024/126076

Toler Jr, R. L. (2017). Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site (Doctoral dissertation, Northcentral University).

...

Rubenking, B. (2019). Emotion, attitudes, norms and sources: Exploring sharing intent of disgusting online videos. Computers in Human Behavior, 96, 63-71.

https://www.sciencedirect.com/science/article/pii/S0747563219300639

Minderman, P. Fast Moving Consumer Goods meets Fast Moving Consumer Content.

...

Mavridou, M. (2016). Marketing content going viral: What are the factors that may boost virality?.

http://www.diva-portal.org/smash/record.jsf?pid=diva2:944617

Serrano-Puche, J. (2018). Affect and the Expression of Emotions on the Internet: An Overview of Current Research. Second International Handbook of Internet Research, 1-19.

https://link.springer.com/content/pdf/10.1007/978-94-024-1202-4_45-1.pdf

Wuta, M. (2018). Storytelling as a critical success factor in video advertisements.

http://www.ciando.com/img/books/extract/3668652805_lp.pdf

Rogers, J. L. (2017). Social Media Content and Brand Loyalty: A Quantitative Study of the Determinants of Engagement for Gen X Females (Doctoral dissertation, Northcentral University).

...

Gudacker, J. Ängelholmsgatan 1A Malmo.

...

March, A. B. (2016). Effects of different media forms and text structure on attitude change and comprehension of a social issue: structural inequality in the global economy.

http://csuchico-dspace.calstate.edu/handle/10211.3/180591

Faria, P. S. (2017). Comunicação boca a boca em meio digital: um estudo exploratório sobre o comportamento do público idoso (Doctoral dissertation, Universidade de São Paulo).

http://www.teses.usp.br/teses/disponiveis/12/12139/tde-14122017-152502/en.php

Basenko, Y. (2018). Raising Brand Awareness of Helsinki Salsa Academy Through Viral Video Marketing on Facebook.

https://www.theseus.fi/handle/10024/148355

Reichstein, T., & Brusch, I. (2019). The decision‐making process in viral marketing—A review and suggestions for further research. Psychology & Marketing.

https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.21256

Lewicka, H. (2017). Viral Marketing–the case of Turkey. Journal of Marketing and Consumer Behaviour in Emerging Markets, 6(2), 37-53.

https://www.ceeol.com/search/article-detail?id=643558

Tunstig, H. (2017). Marketing of fast moving consumer goods.

https://stud.epsilon.slu.se/10646/

Koçyiğit, M. (2019). New Communication Strategies and the Future of Advertising Narration. In Handbook of Research on Narrative Advertising (pp. 333-340). IGI Global.

...

Samartkijkul, P., & Yoo, S. C. (2016). Sadvertising in Thailand: A study on the characteristics and values shown in sad viral video ads. 글로벌문화콘텐츠, (25), 99-120.

http://www.dbpia.co.kr/Journal/articleDetail?nodeId=NODE07061901

Soboleva, A. (2018). Marketing with Twitter: investigating factors that impact on the effectiveness of tweets.

https://researchdirect.westernsydney.edu.au/islandora/object/uws:47360/

Hansson, S., & Bergervik, P. (2017). Viral spridning av reklammeddelanden-vad krävs för att ett klipp ska delas?.

http://www.diva-portal.org/smash/record.jsf?pid=diva2:1074689

Räsänen, T. (2016). Viraalimarkkinoinnin ja viraalivideoiden tehokas hyödyntäminen yritysten markkinoinnissa.

https://jyx.jyu.fi/handle/123456789/50332

Hojnik, S. (2016). Analiza oglaševalske kampanje The Cog (Doctoral dissertation, Univerza v Mariboru, Ekonomsko-poslovna fakulteta).

https://dk.um.si/IzpisGradiva.php?id=58676

Alioui, S. K., & Zghal, M. (2017). Impact de l’Intégration Emotionnelle sur l’Efficacité des Publicités Emotionnelles. Proceedings of the Marketing Spring Colloquy (URAM), 8, 27.

https://pdfs.semanticscholar.org/7430/391f8e22de0d0e2c925381baa2b05ca08f9b.pdf

Huber, B. DIE ERDE, EINE SCHEIBE. VERNETZTE BILDER. VISUELLE KOMMUNIKATION IN SOZIALEN MEDIEN., 24.

https://viskomm2018.univie.ac.at/fileadmin/user_upload/k_viskomm2018/VisKomm2018_BoA.pdf#page=13

Kling Åhlén, T., & Yu, L. (2016). Viral marknadsföring och den virusliknande spridningen av reklamklipp: En kvantitativ och kvalitativ studie om konsumenters beslutsfattande vid spridning av reklamklipp.

http://www.diva-portal.org/smash/record.jsf?pid=diva2:940369

Asakavičius, J. Virusinio marketingo žinutės dalinimosi motyvų ir sprendimo dalintis sąsajos: žinutės charakteristikų poveikis (Doctoral dissertation, Kaunas University of Technology).

https://epubl.ktu.edu/object/elaba:15886689/

Mäkinen, J. P. (2016). Uudet markkinoinnin muodot uusien asiakasryhmien tavoittamisessa: Mikkelin Teatteri.

https://www.theseus.fi/bitstream/handle/10024/121726/Makinen_Jukka-Pekka.pdf?sequence=1

Sjöqvist, S., & Mörén Rolandsson, A. (2015). Storytelling inom extern kommunikation: En kvalitativ studie om hur startupföretag använder sig av storytelling inom den externa innehållsmarknadsföringen.

http://www.diva-portal.org/smash/record.jsf?pid=diva2:838497

Alioui, S. K. (2016). Emotional Integration and Advertising Effectiveness: Case of Perfumes Advertising. Journal of Research in Marketing, 5(2), 330-347.

http://www.jormonline.com/index.php/jorm/article/view/121

Madinga, N. W., & Maziriri, E. T. (2018). Why do Generation Y’s Share Viral Advertisements? Implications for the Sustainability of a Business. Journal of Reviews on Global Economics, 7, 934-945.

...

Trana, N. T. H., Haa, N. T. T., & Minha, H. H. (2017). Solutions to Well Attract Vietnamese Customers’ Attention to TV Advertising. FOR YOUNG RESEARCHERS IN ECONOMICS AND BUSINESS, 2017, 179.

https://tmu.edu.vn/uploads/tmu/news/2017_11/ky-yeu-ht-phan-1.pdf#page=194

Hirschfelder, B. (2018). Development and verification of the commercial value added chain of content marketing response (Doctoral dissertation, Faculty of Commerce).

https://open.uct.ac.za/handle/11427/29981

CEVHER, M. F. (2014). Viral pazarlamanın tüketicilerin satın alma kararları üzerine etkisi/Viral marketing's impact on consumers' purchasing decisions.

https://openaccess.firat.edu.tr/xmlui/bitstream/handle/11508/15155/373563.pdf?sequence=1

YÜCEL, N. VİRAL PAZARLAMANIN SOSYO-EKONOMİK ÖZELLİKLER AÇISINDAN DEĞERLENDİRİLMESİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA. Fırat Üniversitesi Harput Araştırmaları Dergisi, 3(1), 57-75.

https://dergipark.org.tr/had/issue/32299/358861

Serrano-Puche, J. (2016). Internet and Emotions: New Trends in an Emerging Field of Research= Internet y emociones: nuevas tendencias en un campo de investigación emergente. Comunicar, 24(46), 19-26.

http://eprints.rclis.org/29590

Serrano-Puche, J. (2017). Metaanálisis del consumo digital en el ecosistema mediático contemporáneo: factores distintivos e implicaciones emocionales.

http://rua.ua.es/dspace/handle/10045/61233

de Aguilera-Moyano, J., Baños-González, M., & Ramírez-Perdiguero, J. (2015). Branded entertainment: los contenidos de entretenimiento como herramienta de comunicación de marketing. Un estudio de su situación actual en España. Revista Latina de comunicación social, (70), 519-538.

https://www.redalyc.org/pdf/819/81948469027.pdf

Vico, E. A. (2014). La presencia y representación de la mujer científica en la prensa española.

http://www.revistalatinacs.org/073paper/1269/28es.html

Nos Aldás, E., & Farné, A. (2015). Videoactivismo digital como comunicación para el cambio social pacífico: estrategias narrativas y discursos sociales en United for Global Change.

...

de Aguilera-Moyano, J., Baños-González, M., & Ramírez-Perdiguero, J. (2015). Branded Entertainment: Entertainment content as marketing communication tool. A study of its current situation in Spain. Revista Latina de Comunicación Social, (70).

http://www.revistalatinacs.org/070/paper/1057/RLCS-paper1057en.pdf

Segarra-Saavedra, J., & Tur-Viñes, V. (2017). Creatividad publicitaria: marcas vs prosumer amateur. La viralidad del spot de Eugen Merher para Adidas.

http://rua.ua.es/dspace/handle/10045/72919

Martínez-Rolán, X., & Piñero-Otero, T. (2016). Los memes en el discurso de los partidos políticos en Twitter: análisis del Debate sobre el Estado de la Nación de 2015.

https://dadun.unav.edu/handle/10171/40180

Gómez, A. D., & Rolán, L. X. M. (2016). Del view al share: el papel de la comunicación viral en la transformación del ecosistema mediático. Palabra clave, 19(2), 7.

https://dialnet.unirioja.es/servlet/articulo?codigo=6499881

Prieto, R. A., & Clemente, J. (2017). YouTube como herramienta significativa para la estrategia de comunicación de marcas: caso de estudio de engagement, insight y creatividad de las cinco campañas más relevantes a nivel mundial de la plataforma de video. Comunicación y Hombre, (13), 201-216.

https://www.redalyc.org/pdf/1294/129449617011.pdf

Lucio, C. I. R., Garay, G. O. R., & Chávez, M. P. Á. (2016). Factores contextuales en la evaluación de un proceso creativo en publicidad. Revista Iberoamericana de las Ciencias Sociales y Humanísticas: RICSH, 5(9), 150-161.

https://dialnet.unirioja.es/servlet/articulo?codigo=5433063

Martínez-Rodrigo, E., & Raya-González, P. (2015). La Publicidad emocional de Campofrío como Trending Topic. In TIC y sociedad digital: educación, infancia y derecho (pp. 143-150). Editorial Comares.

...

Cobarro, P. S. (2018). Branded content y entertainment: un impulso para las organizaciones. Revista de la SEECI, (45), 43-54.

https://dialnet.unirioja.es/servlet/articulo?codigo=6360638

Vico, E. A. (2014). Presence and representation of female scientists in the Spanish press.

http://www.revistalatinacs.org/073paper/1269/28en.html

Barahona, N., & García, I. B. (2017). Activismo publicitario en la era digital:# MadridconManuela. Revista de la Asociación Española de Investigación de la Comunicación, 3(5), 34-41.

http://revistaeic.eu/index.php/raeic/article/view/118

Cussi Nieto, L. R. (2016). Nivel de relación entre la imagen y la identidad de marca en los estudiantes del año académico 2014 de la Universidad Alas Peruanas en la ciudad de Tacna.

http://repositorio.unjbg.edu.pe/handle/UNJBG/1047

SEVILLA, A. B. PLAN ESTRATÉGICO DIGITAL.

http://serviciosgate.upm.es/gate/sites/default/files/2019-01/Plan%20Estrategico%20Digital_GATE.pdf

Alvarez-Cebreiro, N., Abelairas-Gómez, C., García-Crespo, O., Varela-Casal, C., & Rodriguez-Nuñez, A. (2018). Efecto de la formación en soporte vital básico a través de un video difundido en redes sociales. Educación Médica.

https://www.sciencedirect.com/science/article/pii/S1575181318302079

Patiño Correa, J. (2017). El marketing digital aplicado a las organizaciones culturales.

http://uvadoc.uva.es/handle/10324/28650

Prieto, R. A., & Mediavilla, J. C. (2017). Análisis de los contenidos más vistos en la historia de YouTube en España: posibles decisiones y futuros desafíos en torno al modelo de negocio de la plataforma. Trípodos. Facultat de Comunicació i Relacions Internacionals Blanquerna., (40), 113-129.

https://www.raco.cat/index.php/Tripodos/article/view/335053

Cifo Izquierdo, M. I. (2017). Efectos de los juegos deportivos de oposición en los estados emocionales y en los estados de ánimo de estudiantes universitarios. Proyecto de investigación:.

https://digitum.um.es/digitum/handle/10201/52620

Alvarez-Cebreiro, N., Abelairas-Gómez, C., García-Crespo, O., Varela-Casal, C., & Rodriguez-Nunez, A. (2018). EducaciónMédica.

...

Arcos, A., & Vicente, J. (2018). Implementación de la gestión de marca en la empresa Textiles Jhonatex para reforzar el reconocimiento en la ciudad de Ambato (Bachelor's thesis, Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario.).

http://repositorio.uta.edu.ec/handle/123456789/27397

Maura, L., & Ernesto, D. (2016). Análisis de las estrategias publicitarias de las marcas Chevrolet, Hyundai, Nissan, Mazda, Ford y su impacto comercial con marca Toyota.

http://repositorio.utmachala.edu.ec/handle/48000/7875

Dafonte-Gómez, A., & Martínez-Rolán, X. (2016). From the View to Share: The Role of Viral Communication in Transforming the Media Ecosystem. Palabra Clave, 19(2), 501-525.

http://www.scielo.org.co/scielo.php?pid=S0122-82852016000200007&script=sci_arttext&tlng=pt

Segarra-Saavedra, J., & Hidalgo-Marí, T. (2018). Viralidad e interacción. Análisis del engagement de los diez anuncios más vistos en YouTube en España en 2016.

http://rua.ua.es/dspace/handle/10045/72739

Guisado Rodríguez, A. M. (2017). Storytelling: cómo contar historias ayuda a la estrategia de marketing.

https://idus.us.es/xmlui/handle/11441/75910

Escobar Fonseca, A. M. Construcción de imagen de marca del producto Jonrón Coctel para una empresa start up, a través de una estrategia de comunicación digital en la plataforma Facebook.

http://repository.javeriana.edu.co/handle/10554/36114

Victoria, T. V. Dr. Jesús SEGARRA-SAAVEDRA.

...

Raya González, P. (2017). Estrategias comunicativas de la publicidad de Campofrío en Twitter.

http://digibug.ugr.es/handle/10481/47639

MARTÍNEZ, J., & PIÑEIRO, T. USER AREA Username: Password.

https://www.unav.es/fcom/communication-society/en/articulo.php?art_id=603

Vuoristo, S. (2018). Häpeän ja syyllisyyden tunteiden hyödyntäminen nonprofit-organisaation markkinointiviestinnässä.

https://www.utupub.fi/handle/10024/145928

Baixar

Métricas alternativas

Como citar

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

Compartilhar

           

Oxbridge Publishing House

4 White House Way

B91 1SE Sollihul United Kingdom

Administração

Redação

Creative Commons

Este site usa cookies para obter dados estatísticos sobre a navegação de seus usuários. Se você continuar navegando, consideramos que você aceita seu uso. +info X