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Impact of Emotional Appeal on Viral Video Advertising

International Journal of Applied Marketing and Management

Volume 6 Issue 2

Published: 2021
Author(s) Name: Rushit Dubal, Hitesh Bhatia | Author(s) Affiliation: School of Business and Law, Navrachana University, Vadodara, Gujarat, India.
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Abstract

Viral video advertising is one of the effective tools used by brands to optimise social media presence. Marketers aim to create content that induce viewers to like, comment, and share videos, which ultimately increases brand presence. This study covers various aspects of emotional appeal and their impact on high video virality. Semi-structured interviews were conducted with creative professionals from advertising agencies and production studios to explore the role of emotional appeal, which influences large numbers of people to like, comment, and share videos. This study provides insights on how video virality is influenced by a particular aspect(s) of emotional appeal and helps professionals in viral video creation.

Keywords: Emotional Appeal, Facebook, YouTube, Viral Video Advertising, Social Media Marketing, Viral Content, Video Virality, Content Marketing, Brand Presence, Brand Recall

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