Claves de la publicidad viral: De la motivación a la emoción en los vídeos más compartidos

The key elements of viral advertising. From motivation to emotion in the most shared videos

Palabras clave

Publicidad, Internet, vídeo, viral, web social, redes sociales, emoción, análisis de contenido

Resumen

Desde sus orígenes a mediados de los noventa, la aplicación del concepto de viralidad a la comunicación comercial ha representado para las marcas una oportunidad para franquear las tradicionales barreras de la audiencia ante la publicidad y convertirla en transmisora activa de los mensajes de la marca. El marketing viral se basa, desde entonces, en dos principios básicos: ofrecer al individuo contenidos gratuitos y atractivos que disfrazan su finalidad comercial y usar un sistema de difusión de usuario en usuario. La transformación del espectador pasivo en usuario activo que difunde mensajes de tipo publicitario promovidos por anunciantes, responde a una serie de necesidades y motivaciones de los individuos y a una serie de características de los contenidos que han sido descritos por la investigación previa en este campo, principalmente a través de metodologías de tipo cuantitativo basadas en las percepciones de los usuarios. El presente artículo analiza, a través de la metodología del análisis de contenido, la presencia de los elementos que trabajos de investigación anteriores han señalado como favorecedores de la acción de compartir en los 25 vídeos publicitarios virales con más «shares» entre 2006 y 2013. Los resultados obtenidos muestran las características más comunes en este tipo de vídeos y la presencia destacada de la sorpresa y la alegría como emociones dominantes en los vídeos virales más exitosos.

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Ficha técnica

Recibido: 29-11-2013

Revisado: 11-01-2014

Aceptado: 26-01-2014

Preprint: 15-05-2014

Fecha publicación: 01-07-2014

Tiempo de revisión del artículo : 43 días | Media tiempo revisión número 43: 55 días

Tiempo de aceptación del artículo: 58 días | Media tiempo aceptación número 43: 116 días

Tiempo de edición del preprint: 168 días | Media tiempo edición número preprint 43: 210 días

Tiempo de edición del artículo: 213 días | Media tiempo edición número 43: 255 días

Métricas

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Vistas: 27268

Lectura del abstract: 19428

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Métricas completas de Comunicar 43

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Lectura del abstract: 458859

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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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