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.
Recommended Citation
Deng, Chaoqun; Lu, Yingda; Ravichandran, T; and He, Xiaoyun, "What Makes Video Ads Viral: Quantifying the Impact of Marketer- and User-Generated Content" (2016). AMCIS 2016 Proceedings. 11.
https://aisel.aisnet.org/amcis2016/DigitalComm/Presentations/11
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.