The Importance of Emotions in the Dynamics of Sharing Viral Cosmetic Videos
(2014) ENTN19 20141Department of Business Administration
- Abstract
- Viral marketing is becoming an increasingly popular method of advertising in all
industries. Current research in this field provides a general overview of the key points
that cause an ad to go viral. Amongst them, emotions have been found to be one of
main aspects of a video that cause it to be shared in social networks. The information
available in this field is very general due to the newness of this topic. The purpose of
this paper is to narrow the information in this research field by focusing on a specific
product category (cosmetic-hygiene products) to identify more closely the emotions
that influence target individuals to share these videos. To gain a better understanding
of viral marketing, a... (More) - Viral marketing is becoming an increasingly popular method of advertising in all
industries. Current research in this field provides a general overview of the key points
that cause an ad to go viral. Amongst them, emotions have been found to be one of
main aspects of a video that cause it to be shared in social networks. The information
available in this field is very general due to the newness of this topic. The purpose of
this paper is to narrow the information in this research field by focusing on a specific
product category (cosmetic-hygiene products) to identify more closely the emotions
that influence target individuals to share these videos. To gain a better understanding
of viral marketing, a qualitative method is used in assessing the data collected.
Emotions are organized using Plutchik’s wheel of emotions and to evaluate the
strength of emotions and their impacts on shareability. Additional aspects of the
videos, such as the content and the change in emotions during the viewings are also
analysed to determine the motivations that motivate users to share them. The research
enhances existing theories by finding that certain combinations and strengths of
emotions influence the likelihood of sharing the videos. This research also provides a
deeper insight into the sharing motivations of viral videos. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4499507
- author
- Drozdz, Cecilia LU and Kanerva, Maria
- supervisor
- organization
- course
- ENTN19 20141
- year
- 2014
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- wheel of emotions, strength, product category, emotions, cosmetics, market mavens, entrepreneurial marketing, Viral marketing
- language
- English
- id
- 4499507
- date added to LUP
- 2014-06-25 15:31:12
- date last changed
- 2014-06-25 15:31:12
@misc{4499507,
abstract = {{Viral marketing is becoming an increasingly popular method of advertising in all
industries. Current research in this field provides a general overview of the key points
that cause an ad to go viral. Amongst them, emotions have been found to be one of
main aspects of a video that cause it to be shared in social networks. The information
available in this field is very general due to the newness of this topic. The purpose of
this paper is to narrow the information in this research field by focusing on a specific
product category (cosmetic-hygiene products) to identify more closely the emotions
that influence target individuals to share these videos. To gain a better understanding
of viral marketing, a qualitative method is used in assessing the data collected.
Emotions are organized using Plutchik’s wheel of emotions and to evaluate the
strength of emotions and their impacts on shareability. Additional aspects of the
videos, such as the content and the change in emotions during the viewings are also
analysed to determine the motivations that motivate users to share them. The research
enhances existing theories by finding that certain combinations and strengths of
emotions influence the likelihood of sharing the videos. This research also provides a
deeper insight into the sharing motivations of viral videos.}},
author = {{Drozdz, Cecilia and Kanerva, Maria}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Importance of Emotions in the Dynamics of Sharing Viral Cosmetic Videos}},
year = {{2014}},
}