dc.description.abstract |
Change is Constant. In today’s time, organizations are thriving by keeping track of the changes
and transforming themselves with these changes in advertising & communication. This industry is
changing in terms of platforms, format, and tactics. One of the significant transformations in the
last two decades is the emergence of Social Media Marketing. Social Media Marketing has
transformed the way organizations operate. The very fabric of consumer communication has
changed to two-way communication.
Now, the consumer is capable of liking, sharing, or co-creating the content. Consumers have the
power to influence a larger audience compared to earlier times. Any viewer can share personal
views/opinions that influence other consumers for purchase intentions irrespective of the constraint
of place and time. The Internet binds the consumer on a universal thread in its texture.
In times like this, organizations intend to use the power of ‘consumer share of voice.’ It’s an
intelligent move for marketers to create meaningful, convincing, and compulsive content. The right
combination of creative elements can make the content viral. One of the most popular and widely
used content formats for viral advertising is AV (audio visual) content.
This research aims to assess the creative determinants of viral video advertising as a means of a
successful communication tool. It intends to evaluate the impact of major creative determinants -
Message, Emotional appeals, and treatment factors that affect the video virality |
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