Review of thesis: Viral marketing: creative keys of e-word of mouth

Sílvia Sivera-Bello

Abstract

Have viral advertising videos some creative keys in common which constitute a trigger for dissemination among users of online social networks? To answer this central question, the doctoral dissertation proposes an analytical construct that triangulates the following indicators: creative drivers, viral strains and ambiguity of the content. Bivariate and multivariate analysis of 651 viral advertising videos helped to confirm the prevalence of contents based on the emotion driver, explained with the rhetorical of the conceptual strain. The ambiguity was revealed as a sufficient, but not necessary condition for electronic word of mouth (eWoM) activation.

Keywords

Creativity; viral marketing; advertising; viral advertising; word of mouth

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