Propagators, Creativity, and Informativeness: What Helps Ads Go Viral

Sarit Moldovan, Yael Steinhart, Donald R. Lehmann

نتاج البحث: نشر في مجلةمقالةمراجعة النظراء


This research explores characteristics that make consumers more likely to circulate ads. We focus on (a) the main transmitters of the viral content which we refer to as propagators, consumers who are more socially connected and active, and (b) two key ad characteristics: creativity and informativeness. Results from field data and two online studies show that propagators may wish to elevate their social status and therefore circulate ads that are both creative and informative. Since propagators spread ads to many people, ads that are both creative and informative are more likely to go viral compared with ads that are only creative or informative. These results extend previous research on the role and preferences of propagators and emphasize that, contrary to common beliefs, ad creativity alone may not be enough to drive a successful viral campaign.

اللغة الأصليةالإنجليزيّة
الصفحات (من إلى)102-114
عدد الصفحات13
دوريةJournal of Interactive Marketing
مستوى الصوت47
المعرِّفات الرقمية للأشياء
حالة النشرنُشِر - أغسطس 2019

ملاحظة ببليوغرافية

Publisher Copyright:
© 2019 Marketing


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