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- Botha, Elise M.,1983-KTH,Industriell marknadsföring (author)
A means to an end : Using political satire to go viral
- Article/chapterEnglish2014
Publisher, publication year, extent ...
- Elsevier,2014
- electronicrdacarrier
Numbers
- LIBRIS-ID:oai:DiVA.org:kth-140627
- https://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-140627URI
- https://doi.org/10.1016/j.pubrev.2013.11.023DOI
Supplementary language notes
- Language:English
- Summary in:English
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Notes
- QC 20140317
- With the rise of video sharing giants like Youtube and Google Video, coupled with increased broadband connectivity and improved sharing functionality across social networking sites, the role of the viral video has been cemented in many IMC strategies. While most agree about the importance of better understanding viral marketing, there is less agreement about what makes content become viral. While some content gets viewed by millions of people, others struggle to gain viral traction. Content specific, intrapersonal and interpersonal reasons have been proposed for viral marketing success. This paper' focuses on the intrapersonal reasons for content going viral in the context of political satire. More specifically, the role of emotion in the spread of content online, is investigated. Political satire focuses on gaining entertainment from politics. Satire, and specifically political satire, forms part of using humour in advertising and has been influential in shifting public opinion since ancient Greece. This study compares success and unsuccessful viral campaigns that used political satire, by first analysing the online comments that viewers made about the video. Following these findings, an experiment is conducted and the influence of intensity, creativity, humour and utility on virality is modelled, controlling for valence and previous exposure. The findings suggest that, when using political satire in viral campaigns, creativity and the intensity of the emotions felt are key influencing factors in whether videos get "shared" or "liked". Therefore, while many authors contend that particular emotions or positive content has a greater likelihood to become viral, this paper shows that it is not the particular emotion, but the intensity with which that emotion was felt that drives viral success.
Subject headings and genre
- SAMHÄLLSVETENSKAP Ekonomi och näringsliv hsv//swe
- SOCIAL SCIENCES Economics and Business hsv//eng
- MEDICIN OCH HÄLSOVETENSKAP Medicinska och farmaceutiska grundvetenskaper Fysiologi hsv//swe
- MEDICAL AND HEALTH SCIENCES Basic Medicine Physiology hsv//eng
- SAMHÄLLSVETENSKAP Sociologi hsv//swe
- SOCIAL SCIENCES Sociology hsv//eng
- SAMHÄLLSVETENSKAP Social och ekonomisk geografi hsv//swe
- SOCIAL SCIENCES Social and Economic Geography hsv//eng
- SAMHÄLLSVETENSKAP Statsvetenskap hsv//swe
- SOCIAL SCIENCES Political Science hsv//eng
- SAMHÄLLSVETENSKAP Annan samhällsvetenskap hsv//swe
- SOCIAL SCIENCES Other Social Sciences hsv//eng
- SAMHÄLLSVETENSKAP Juridik hsv//swe
- SOCIAL SCIENCES Law hsv//eng
- SAMHÄLLSVETENSKAP Utbildningsvetenskap hsv//swe
- SOCIAL SCIENCES Educational Sciences hsv//eng
- Viral marketing
- valence
- arousal
- political satire
- emotion
- creativity
Added entries (persons, corporate bodies, meetings, titles ...)
- KTHIndustriell marknadsföring (creator_code:org_t)
Related titles
- In:Public Relations Review: Elsevier40:2, s. 363-3740363-81111873-4537
Internet link
- http://www.sciencedirect.com/science/article/pii/S0363811113002014Fulltext at Sciencedirect
- https://kth.diva-portal.org/smash/get/diva2:691969/FULLTEXT01.pdffulltext:postprint
- http://kth.diva-portal.org/smash/get/diva2:691969/FULLTEXT01
- https://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-140627
- https://doi.org/10.1016/j.pubrev.2013.11.023
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