Abstract
Video-sharing is one of the most popular applications on the Internet, the development of which subverts the traditional information diffusion path. Online video-sharing advertising emerges quickly at the same time. Quick online video sharing and diffusing of advertising depend heavily on its presentation of entertainment content and its display format. This article classifies the entertainment content of online video-sharing advertising (VSA) into humor and funny content (HFC), focus event content (FEC), and sex and nudity content (SNC); and presents the display format of online VSA into real format and anthropomorphic format. Hence, this article has conducted a research on the possible relationship between these two factors and how they influence the effects of online video-sharing advertising. This experimental study confirms that entertainment content and display format are the most critical factors to audiences in sharing and diffusing the online VSA. It also finds out that if advertisers use HFC as the entertainment content of online VSA, the best display format of online VSA is the realistic format; and if advertisers use SNC as the entertainment content of online VSA, the best display format of online VSA is the anthropomorphic format.
Recommended Citation
Liao, Yichen; Zhu, Jing; Zhai, Qinli; and Huang, Wilfred V., "Does Oline Video-Sharing Advertising Have Diffusion Gene?" (2013). WHICEB 2013 Proceedings. 9.
https://aisel.aisnet.org/whiceb2013/9