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The Social Exchange of Viral Ads

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

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  1. 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

  2. Impetus Shift Towards Viral Advertising

  3. 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

  4. Conceptual Background

  5. 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)

  6. 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

  7. 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

  8. 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)

  9. Stimuli Viral Video Ad Stimuli Facebook Referral Stimuli

  10. Results – Referral Process

  11. Results – Co-referral Process

  12. 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

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