The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites
Ketelaar,Paul Janssen,Loes Vergeer,Maurice van Reijmersdal,E.A. Crutzen,Rik van 't Riet,Jonathan
Ketelaar,Paul
Janssen,Loes
Vergeer,Maurice
van Reijmersdal,E.A.
Crutzen,Rik
van 't Riet,Jonathan
Abstract
This study investigates which factors predict whether consumers will pass on viral advertising communications to their friends on a social network site. A conceptual framework consisting of three attitudinal and three social predictors of forwarding online content was tested using three real-life advertising campaigns that were spread simultaneously through the Dutch social network site Hyves. Results show that viral advertising pass-on behavior was significantly predicted by a positive attitude toward the brand, the advertisement, and toward viral advertising in general. For two of the three advertisements participants were more likely to forward the advertisement when the advertisement was received from a friend rather than a company. The present study is the first to investigate the predictors of actual pass-on behavior of viral advertisements in the context of a social network site, thereby significantly contributing to existing knowledge on the drivers of viral advertising success.
Description
Date
2016
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Research Projects
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Keywords
social network sites, viral advertising campaigns, social predictors, attitudinal predictors, pass-on behavior
Citation
Ketelaar, P, Janssen, L, Vergeer, M, van Reijmersdal, E A, Crutzen, R & van 't Riet, J 2016, 'The success of viral ads : Social and attitudinal predictors of consumer pass-on behavior on social network sites', Journal of Business Research, vol. 69, no. 7, pp. 2603-2613. https://doi.org/10.1016/j.jbusres.2015.10.151