The Reach and Persuasiveness of Viral Video Ads
Published Online:28 Oct 2014https://doi.org/10.1287/mksc.2014.0874
References
- (2003) Interaction terms in logit and probit models. Econom. Lett. 80(1):123–129.Crossref, Google Scholar
- (2011) Creating social contagion through viral product design: A randomized trial of peer influence in networks. Management Sci. 57(9):1623–1639.Link, Google Scholar
- (1990) An exploratory investigation into the nature of offensive television advertising. J. Advertising 19(3): 61–69.Crossref, Google Scholar
- (1995) Predicting behavior from intention-to-buy measures: The parametric case. J. Marketing Res. 32(2):176–191.Crossref, Google Scholar
- (2012) What makes online content viral? J. Marketing Res. 49(2):192–205.Crossref, Google Scholar
- (2004) How much should we trust differences-in-differences estimates? Quart. J. Econom. 119(1):249–275.Crossref, Google Scholar
- (1990) Attributes of likable television commercials. J. Advertising Res. 30(3):38–44.Crossref, Google Scholar
- (2010) The impact of comedic violence on viral advertising effectivensss. J. Advertising 39(1):49–65.Crossref, Google Scholar
- (2011) Online social interactions: A natural experiment on word of mouth versus observational learning. J. Marketing Res. 48(2):238–254.Crossref, Google Scholar
- (2009) A theory of combative advertising. Marketing Sci. 28(1):1–19.Link, Google Scholar
- (2007) The determinants of email receivers’ disseminating behaviors on the Internet. J. Advertising Res. 47(4):524–534.Crossref, Google Scholar
- (2009) Defining earned owned and paid media. Forrester Research (December 16).Google Scholar
- (2008) Evaluating viral marketing: Isolating the key criteria. Marketing Intelligence Planning 26(7):743–758.Crossref, Google Scholar
- (2003) The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Sci. 49(10):1407–1424.Link, Google Scholar
- (1985) Effects of humor in a radio advertising experiment. J. Advertising 14(2):33–64.Crossref, Google Scholar
- (2011) Spreading the virus: Emotional tone of viral advertising and its effect on forwarding intentions and attitudes. J. Interactive Advertising 11(2):1–11.Crossref, Google Scholar
- (2009) A meta-analysis of humor in advertising. J. Acad. Marketing Sci. 37(2):191–203.Crossref, Google Scholar
- (2011) Viral videos: The dynamics of online video advertising campaigns. Mimeo, HBS.Google Scholar
- (2000) Blown to Bits: How the New Economics of Information Transforms Strategy (Harvard Business School Press, Boston).Google Scholar
- (2011) An empirical analysis of user content generation and usage behavior on the mobile Internet. Management Sci. 57(9):1671–1691.Link, Google Scholar
- (2011) Estimating the helpfulness and economic impact of product reviews: Mining text and reviewer characteristics. IEEE Trans. Knowl. Data Engrg. 23(10):1498–1512.Crossref, Google Scholar
- (2012) Designing ranking systems for hotels on travel search engines by mining user-generated and crowdsourced content. Marketing Sci. 31(3):493–520.Link, Google Scholar
- (2008) Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. J. Comput.-Mediated Comm. 13(4):959–972.Crossref, Google Scholar
- (2008) Internet adoption and usage patterns are different: Implications for the digital divide. Inform. Econom. Policy 20(1):2–15.Crossref, Google Scholar
- (2011a) Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3):389–404.Link, Google Scholar
- (2011b) Privacy regulation and online advertising. Management Sci. 57(1):57–71.Link, Google Scholar
- (1990) An evaluation cost model of consideration sets. J. Consumer Res. 16(March):393–408.Crossref, Google Scholar
- (1995) Characteristics of portrayed emotions in commercials: When does what is shown in ads affect viewers? J. Advertising Res. 35(6):19–28.Google Scholar
- (2013) When does retargeting work? Information specificity in online advertising. J. Marketing Res. 50(5):561–576.Crossref, Google Scholar
- (2014) Online ads and offline sales: Measuring the effect of retail advertising via a controlled experiment on Yahoo! Quant. Marketing Econom. 12(3):235–266.Crossref, Google Scholar
- (2006) The effect of banner advertising on Internet purchasing. J. Marketing Res. 43(1):98–108.Crossref, Google Scholar
- (2013) Active social media management: The case of healthcare. Inform. Systems Res. 24(1):52–70.Link, Google Scholar
- (2012) Online product opinions: Incidence, evaluation, and evolution. Marketing Sci. 31(3):372–386.Link, Google Scholar
- (2011) 71 percent of online adults now use video-sharing sites. Pew Internet Project (July).Google Scholar
- (2007) When do purchase intentions predict sales? Internat. J. Forecasting 23(3):347–364.Crossref, Google Scholar
- (2010) Social video advertising: The explosion of 2010. Social Media Today (December 16), http://www.socialmediatoday.com/content/social-video-advertising-explosion-2010.Google Scholar
- (1992) Advertising stimulus effects: A review. J. Current Issues Res. Advertising 14(1):75–90.Crossref, Google Scholar
- (2006) From subservient chickens to brawny men: A comparison of viral advertising to television advertising. J. Interactive Advertising 6(2):4–33.Crossref, Google Scholar
- (1969) How sexy illustrations affect brand recall. J. Advertising Res. 9(1):15–19.Google Scholar
- (2012) Emotion-induced engagement in Internet video ads. J. Marketing Res. 49(2):144–159.Crossref, Google Scholar
- (2011) Video ads virality. Mimeo HBS.Google Scholar
- (1988) Advertising exposure, loyalty, and brand purchase: A two-stage model of choice. J. Marketing Res. 25(2):134–144.Crossref, Google Scholar
- (2004) Effective Advertising: Understanding When, How, and Why Advertising Works (Sage, Thousand Oaks, CA).Google Scholar
- (2011) Viral marketing: A large-scale field experiment. Econom. Management Financial Markets 6(3):43–65.Google Scholar
- (2008) Identifying formal and informal influence in technology adoption with network externalities. Management Sci. 54(12):2024–2038.Link, Google Scholar
- (1999) How advertising works: What do we really know? J. Marketing 63(1):26–43.Crossref, Google Scholar
- (1997) Provocation in advertising: A conceptualization and an empirical assessment. Internat. J. Res. Marketing 14(2):177–192.Crossref, Google Scholar
- (1992) The impact of humor in advertising: A review. J. Advertising 21(4):35–59.Crossref, Google Scholar
- (2009) Click fraud. Marketing Sci. 28(2):293–308.Link, Google Scholar
- (2012) Impact of social network structure on content propagation: A study using YouTube data. Quant. Marketing Econom. 10(1):111–150.Crossref, Google Scholar

