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The Social Exchange of Viral Ads Sharing Motivations, Brand Relationships, and SNS Trust in Viral Advertising Processes. Dr. Jameson Hayes Assistant Professor, Zimmerman Advertising Program March 28 , 2014. Impetus. Shift Towards Viral Advertising. Literature.

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The Social Exchange of Viral Ads

  • Sharing Motivations, Brand Relationships, and SNS Trust in Viral Advertising Processes

Dr. Jameson Hayes

Assistant Professor, Zimmerman Advertising Program

March 28, 2014

impetus
Impetus

Shift Towards Viral Advertising

literature
Literature

Viral Advertising Research

  • Benefits of Viral Advertising (Southgate et al. 2010)
  • Creative Determinants (Eckler & Bolls 2011)
  • Web 2.0 Tools (Moran & Gossieaux 2010)

Knowledge Gaps

  • Sharing Motivations’ Impact on Viral Processes
  • Online video ad sharing
  • Viral Activity within SNSs
  • Brand Relationship Impact
two proposed sharing processes
Two Proposed Sharing Processes

Co-referral

passing along the brand content

endorsed by someone else to one’s

social network (i.e.”Like” or retweet)

Referral

act of referring the brand content to

one’s social network (i.e. post/tweet)

the referral decision process
The Referral Decision Process

RQ1: Which?

Sharing Motivations

(ALT, TR, EB, & REL)

Likelihood of

Referral

H2

H1

RQ2

Brand Relationship

Strength

Opinion

Giving

Propensity

Opinion

Giving

Propensity

SNS

Trust

the co referral decision process
The Co-referral Decision Process

RQ3: Which?

Sharing Motivations

(ALT, TR, EB, & REL)

Likelihood of

Co-referral

RQ4

H3

H4

RQ5

Brand Relationship

Strength

Opinion

Giving

Propensity

Opinion-

Giving

Propensity

SNS

Trust

Opinion-

Seeking

Propensity

methodology
Methodology

Purpose: Examine proposed processes

Design: 2 X 2 X 2 online experiment

Analyses: multiple regression

Sample: 409 U.S. Facebook users age 18-34

(42% M, 58% F)

stimuli
Stimuli

Viral Video Ad Stimuli

Facebook Referral Stimuli

general discussion
General Discussion

The Ad Co-referral Process

  • Co-referral Largely Driven by Self-Interest
  • Brand Relationships Enhance Reputation w/ High Risk Ads
  • SNS Trust Ensures Expected Benefitsw/ High Risk Ads
  • Low Risk Ads Shared for Relational Maintenance

The Ad Referral Process

  • Reciprocal Altruism
  • Brand RelationshipEnhances Sharing Motivation Impact
  • Brand Crucial When Risk is High
  • SNS Trust Crucial When Risk is Low