What triggers sharing in viral marketing? The role of emotion and social feature

Li, Boying and Chong, Alain Yee-Loong and Ch’ng, Eugene (2015) What triggers sharing in viral marketing? The role of emotion and social feature. In: 19th Pacific Asia Conference on Information Systems (PACIS 2015), 5-9 July, 2015, Singapore.

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Abstract

Viral marketing has attracted attention from both academics and practitioners. With the rise of user-generated content (UGC) and broadcasting networks, viral online video advertising campaigns (viral advertising in short) are an emerging trend in viral marketing. Previous literature mainly studied the influence of network structure on viral advertising. Here, we extend such works by decomposing the diffusion network into individual sharing behavior. We based our work on theories of emotion and social networks by proposing a framework that specifies the role of emotion and social feature on individuals’ sharing of online video advertisements in viral marketing campaigns. The framework will be tested using real-world data extracted from online broadcasting networks in the future work.

Item Type: Conference or Workshop Item (Paper)
RIS ID: https://nottingham-repository.worktribe.com/output/757630
Keywords: Viral marketing; content sharing; emotions; social network
Schools/Departments: University of Nottingham Ningbo China > Faculty of Business > Nottingham University Business School China
University of Nottingham Ningbo China > Faculty of Science and Engineering > School of Computer Science
Depositing User: Yu, Tiffany
Date Deposited: 26 Jun 2018 11:14
Last Modified: 04 May 2020 17:13
URI: http://eprints.nottingham.ac.uk/id/eprint/52601

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