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Prankvertising Phenomenon: The Effects on Consumer Buying Decision

Siripiyavatana, Onsurang LU and Sutheerawong, Siriorn (2014) BUSN39 20141
Department of Business Administration
Abstract (Swedish)
Prankvertising is a phenomenon that is gaining significant exposure in marketing
world, attracting both small and large companies to implement it as a new advertising
strategy. Its success has been proven by millions of views and shares within a few days,
reflecting an effective tool of viral marketing. Despite its success in gaining rapid audience
reach, the argument relating to its true success, whether prankvertising can affect consumer
buying decision, is also increasing. This thesis, thus, aims to explore this new phenomenon
impact on consumer behavior by connecting theories of word-of-mouth, viral marketing,
advertising and consumption theories such as BDT and CCT. Examples of prankvertising
videos produced by different... (More)
Prankvertising is a phenomenon that is gaining significant exposure in marketing
world, attracting both small and large companies to implement it as a new advertising
strategy. Its success has been proven by millions of views and shares within a few days,
reflecting an effective tool of viral marketing. Despite its success in gaining rapid audience
reach, the argument relating to its true success, whether prankvertising can affect consumer
buying decision, is also increasing. This thesis, thus, aims to explore this new phenomenon
impact on consumer behavior by connecting theories of word-of-mouth, viral marketing,
advertising and consumption theories such as BDT and CCT. Examples of prankvertising
videos produced by different industries were used to delve into consumer reactions towards
prank videos. From the study, prankvertising was found to be an effective advertising tool
that can affect consumer buying decision. The findings revealed three aspects effecting on
consumer buying decision; emotion, engagement, and memorability. Prankvertising was
activated through a number of emotions appeared from the prank content, which ‘Caring’
emotional category proves to be the most encouraging consumer buying decision. The higher
the engagement of the consumer to the prank video, the more it affects their buying decision.
Finally, consumer’s memorability of the name of the product advertised also had effects on
consumer’s buying implementation. (Less)
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author
Siripiyavatana, Onsurang LU and Sutheerawong, Siriorn
supervisor
organization
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
prankvertising, viral marketing, word-of-mouth, consumer, consumer behavior, consumption, BDT perspective, CCT perspective, emotions, consumer engagement, memorability, buying decision
language
English
id
4466328
date added to LUP
2014-07-02 14:12:25
date last changed
2014-07-02 14:12:25
@misc{4466328,
  abstract     = {Prankvertising is a phenomenon that is gaining significant exposure in marketing
world, attracting both small and large companies to implement it as a new advertising
strategy. Its success has been proven by millions of views and shares within a few days,
reflecting an effective tool of viral marketing. Despite its success in gaining rapid audience
reach, the argument relating to its true success, whether prankvertising can affect consumer
buying decision, is also increasing. This thesis, thus, aims to explore this new phenomenon
impact on consumer behavior by connecting theories of word-of-mouth, viral marketing,
advertising and consumption theories such as BDT and CCT. Examples of prankvertising
videos produced by different industries were used to delve into consumer reactions towards
prank videos. From the study, prankvertising was found to be an effective advertising tool
that can affect consumer buying decision. The findings revealed three aspects effecting on
consumer buying decision; emotion, engagement, and memorability. Prankvertising was
activated through a number of emotions appeared from the prank content, which ‘Caring’
emotional category proves to be the most encouraging consumer buying decision. The higher
the engagement of the consumer to the prank video, the more it affects their buying decision.
Finally, consumer’s memorability of the name of the product advertised also had effects on
consumer’s buying implementation.},
  author       = {Siripiyavatana, Onsurang and Sutheerawong, Siriorn},
  keyword      = {prankvertising,viral marketing,word-of-mouth,consumer,consumer behavior,consumption,BDT perspective,CCT perspective,emotions,consumer engagement,memorability,buying decision},
  language     = {eng},
  note         = {Student Paper},
  title        = {Prankvertising Phenomenon: The Effects on Consumer Buying Decision},
  year         = {2014},
}