Proposal For A Literature Review: Investigate And Explore

A Proposal For A Literature Reviewinvestigate And Explore Viral Video

A PROPOSAL for a Literature Review Investigate and explore Viral video advertising: Factors motivating or inhibiting passing along (sharing) of viral video advertising. think about (and explore) specific phenomena related to viral advertising. Here are a few examples: -Issues of credibility (sender trust/advertiser credibility/platform credibility and trust/endorser) and viral advertising -Personality characteristics of people that contribute to, or inhibit advertising virality (sharing/passing-along behavior). Which consumers are more likely to pass along ads and why? The Proposal should include the following: -A conceptual definition of viral advertising... -A discussion of how widespread viral advertising is in today’s marketplace... -A discussion about why viral advertising is important in the marketing communication context... -A very brief overview about the possible general factors that motivate passing along ads (sharing).

This general overview should be based on a review of some of the extant literature/research about viral advertising. -Discuss your specific area/topic of focus. Make sure to narrow it down as much as possible as shown in the above examples (viral advertising is a very wide topic and it is impossible to explore it in one study). 2 pages double spaced 12 point font size Plus reference pg total 3 pages APA Style

Paper For Above instruction

Introduction

Viral video advertising has become a dominant force in modern marketing strategies, leveraging the power of social sharing to exponentially increase brand visibility and engagement. Unlike traditional advertising, which relies on direct exposure through television, print, or digital banners, viral advertising depends heavily on consumers’ voluntary sharing of content. By understanding what motivates or inhibits the passing along of viral videos, marketers can design more effective campaigns that harness the social behaviors and perceptions of their target audiences. This literature review proposes to explore the multifaceted nature of viral video advertising, focusing on key factors such as credibility and personality traits that influence sharing behavior.

Conceptual Definition of Viral Advertising

Viral advertising refers to a marketing technique characterized by the rapid dissemination of a message through digital and social media platforms, propelled by consumers’ own sharing behaviors (Berger, 2013). It hinges on the premise that engaging and emotionally resonant content can persuade viewers to pass the message along to their networks, creating a “word-of-mouth” effect scaled to a digital audience. Unlike traditional advertising, which often involves explicit calls to action or paid placements, viral videos depend largely on organic propagation prompted by recipients’ perceptions of the content’s relevance, entertainment value, or emotional impact (Sundar & Kim, 2019). The success of viral advertising is thus measured by its capacity to stimulate sharing without direct monetary incentives, relying instead on intrinsic motivators rooted in psychological and social factors.

Prevalence of Viral Advertising in Today’s Marketplace

In recent years, viral marketing has become ubiquitous across industries, with platforms such as YouTube, TikTok, Instagram, and Facebook serving as primary channels for content sharing (Liu, 2020). Companies of all sizes, from global corporations to local startups, harness viral videos to enhance brand awareness, humanize their messaging, and foster community engagement. According to a report by Statista (2022), over 60% of digital marketing professionals consider viral content an essential component of their social media strategies. Moreover, viral campaigns can achieve wide-reaching effects with minimal financial input compared to traditional advertising, making it an attractive option for resource-constrained organizations. The widespread adoption of mobile devices and social media has further accelerated the proliferation of viral videos, embedding them into the fabric of contemporary marketing.

Importance of Viral Advertising in Marketing Communications

Viral advertising plays a critical role in today’s marketing exchanges due to its potential to generate high levels of consumer engagement and brand recall. As consumers increasingly rely on peer recommendations over traditional advertising, viral videos serve as powerful tools for influence, driven by the credibility inherent in social proof (Kaplan & Haenlein, 2010). Additionally, viral content often evokes strong emotional responses, such as humor, empathy, or outrage, which enhances memorability and likelihood of sharing (Reich, 2017). This phenomenon aligns with the concept of electronic word-of-mouth (eWOM), which has been shown to significantly impact brand perception and purchasing intentions (Hennig-Thurau et al., 2004). The ability of viral videos to transform passive viewers into active participants underscores their importance for marketers seeking authentic engagement and organic reach.

Factors Motivating or Inhibiting Sharing of Viral Videos

Extant research indicates several key factors underpin whether consumers choose to share viral videos. These include perceived credibility, emotional appeal, and social identity considerations (Goldsmith, 2020). Credibility, in particular, influences trustworthiness and influences whether recipients view the content as authentic rather than manipulative or spam. The credibility of the sender—whether an endorser, platform, or the brand itself—can enhance or diminish sharing willingness (Chen & Lee, 2018). Personality traits, such as extraversion, openness, and agreeableness, have also been linked to sharing behavior. For example, extroverted individuals tend to share content more readily to garner social approval (Van der Lans et al., 2018).

Furthermore, individuals motivated by the desire for social status or identity affirmation are more likely to pass along content that aligns with their self-image or group norms (Huang & Rust, 2021). Conversely, inhibiting factors include perceived irrelevance, lack of emotional resonance, or distrust in the content’s source. Understanding these variables offers insights for marketers designing campaigns aimed at maximizing virality by adapting content and messaging strategies to specific audiences.

Narrowed Focus: Credibility and Personality Factors in Sharing Behavior

This review will concentrate specifically on how credibility perceptions and personality characteristics influence consumers’ decision to pass along viral videos. While there is literature addressing the broader concepts of emotional appeal and content quality, less emphasis has been placed on systematically examining how trustworthiness of the message sender and individual personality traits shape sharing behaviors. By focusing on these factors, the research aims to identify specific psychological and social drivers that can inform more targeted viral marketing strategies, ultimately increasing the likelihood of message propagation within diverse audience segments.

Conclusion

Viral video advertising continues to hold a pivotal role in contemporary marketing, driven by its potential to enable organic reach and authentic consumer engagement. Its effectiveness depends heavily on perceptions of credibility and individual personality traits, which determine whether viewers are motivated or inhibited from sharing content. By exploring these factors through a review of existing literature, this study seeks to contribute to a nuanced understanding of the mechanisms underpinning viral sharing behavior. Such insights are invaluable for marketers aiming to craft compelling, trustworthy, and personality-aligned content that resonates within social networks, amplifying their brand messages across digital landscapes.

References

Berger, J. (2013). Contagious: Why Things Catch On. Simon & Schuster.

Chen, T., & Lee, C. (2018). Trust and credibility in viral marketing: A review. Journal of Marketing Communications, 24(7), 623-637.

Goldsmith, R. E. (2020). Viral marketing: Strategies for success. Journal of Business Strategy, 41(2), 36-42.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: Whatmotivates consumers to articulate themselves online? Journal of Interactive Marketing, 18(1), 38-52.

Huang, M.-H., & Rust, R. T. (2021). Engaged to a Robot? The Role of AI in Service. Journal of Service Research, 24(1), 30-41.

Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68.

Liu, B. (2020). The rise of TikTok and the future of viral marketing. Digital Marketing Journal, 15(4), 20-25.

Reich, R. (2017). The Power of Emotional Viral Content. Journal of Marketing Research, 54(2), 220-233.

Statista. (2022). Share of digital marketing strategies employing viral content. Retrieved from https://www.statista.com

Sundar, S. S., & Kim, J. (2019). Social Media, Viral Content, and Consumer Engagement. Journal of Interactive Advertising, 19(2), 123-135.