Creative determinants of viral video viewing

By Duncan Southgate, N. Westoby, G. Page. 2010

164 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e99ed662b8ddb76952abf23ab531650cd7f782a2

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Citations in the corpus

Viral Advertising in Social Media (2011, background): “In viral advertising campaigns, viral messages about brands spread to potential consumers, who then pass along the information to other potential consumers rapidly (Dobele et al. 2007; Southgate, Westoby, and Page 2010).”
The Emotions that Drive Viral Video (2013, methodology): “To our knowledge Southgate et al. (2010) presents the only study that has been conducted directly in the social media context.”
The multidimensional nature and brand impact of user-generated ad parodies in social media (2011, background): “Additionally, because a strong parody can have a viral effect (Southgate et al. 2010), it also is important to know how these perceived dimensions influence attitudes towards the ad parodies and viewers’ intentions to pass the videos along to others.”
Investigating generational differences in e-WOM behaviours (2011, background): “Previous studies suggest that creative elements such as distinctiveness, enjoyment and celebrity appearance may increase the likelihood of viral forwarding (Southgate et al. 2010), and that the mode of delivery may also influence consumers’ attitude towards digital ads (Cheng et al. 2009).”
What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence (2019, background): “…of ads on dependent variables such as ad and brand attitudes, brand recall (see reviews by Haugtvedt and Kasmer 2012), ad viewing behavior (Southgate, Westoby, and Page 2010), purchase intentions (e.g., Lee and Hong 2016), sales (e.g., Chandy et al. 2001; MacInnis, Rao, and Weiss 2002),…”
How sponsorship transparency mitigates negative effects of advertising recognition (2018, background): “These formats can range from paid search engine listings (Evans and Park 2016) to “viral” videos (Southgate, Westoby, and Page 2010), and from sponsored news stories (Wojdynski 2016) to sponsored posts on social media (Boerman, Willemsen, and van der Aa 2017; Evans et al. 2017; Kruikemeier, Sezgin,…”
The Social Exchange of Viral Ads: Referral and Coreferral of Ads Among College Students (2014, background): “While brand impact has been alluded to (e.g., Southgate, Westoby, and Page 2010), the influence of brand relationships on decisions has yet to be fully explored—especially within the SNS environment.”