Viral Advertising: Branding Effects from Consumers’ Perspectives

Jiang, Yueqing (2012) Viral Advertising: Branding Effects from Consumers’ Perspectives. [Dissertation (University of Nottingham only)] (Unpublished)

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Viral advertising is popular for its high viral transmission results online. Its increased impacts on the social media users have been noticed by the author. At the same time, viewers’ negative attitudes toward traditional advertisements become obvious which can be regarded as the phenomenon of advertisement avoidance. It arouses author’s interests to know how the viral advertising reduces the viewers’ negative emotions and its performances in branding online. This paper is going to look into the branding aspects of viral advertising and explore the branding effects from consumers’ perspective in-depth.

The literatures on viral advertising, branding in video advertisements and the effectiveness of advertising are reviewed in order to form the knowledge of the nature of viral advertising, branding effects and its effectiveness. Then, in-depth interview as a suitable explorative research method is conducted in this study. Fourteen university students selected as the suitable research sample take part in the interview. Their transcripts are carefully analyzed into different themes. Then, the findings of this study and its discussion are given out. The remarkable finding suggests that branding has great effects on consumers’ attitudes and online behaviors toward the viral advertisements, and in terms of offline behaviors, the product category of the brand influences its persuasive effects on viewers’ purchase intentions. At last, the conclusion is given out followed by the implication, limitations and suggestions for further research.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 12:18
Last Modified: 14 Oct 2016 14:42

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