Start Date

11-8-2016

Description

Past research on viral advertising focuses on the direct impact of MGC (i.e. Marketer-Generated Content) on the content viral ability. However, it is not clear how this impact of MGC takes place through the mediating effect of UGC (i.e. User-Generated Content) in this process. In this study, we examine the mechanism that makes a video ad viral by taking into account the impact of both MGC (i.e. video content) and UGC (i.e. video comments) in YouTube. AMT (Amazon Mechanical Turk) and Text-Mining Method are combined to extract the characteristics embedded in MGC and UGC.

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Aug 11th, 12:00 AM

What Makes Video Ads Viral: Quantifying the Impact of Marketer- and User-Generated Content

Past research on viral advertising focuses on the direct impact of MGC (i.e. Marketer-Generated Content) on the content viral ability. However, it is not clear how this impact of MGC takes place through the mediating effect of UGC (i.e. User-Generated Content) in this process. In this study, we examine the mechanism that makes a video ad viral by taking into account the impact of both MGC (i.e. video content) and UGC (i.e. video comments) in YouTube. AMT (Amazon Mechanical Turk) and Text-Mining Method are combined to extract the characteristics embedded in MGC and UGC.