Document Type

Work in Progress


Recent studies indicate that 84% of marketers are using video on the websites and 90% of viewers say that watching a video is helpful in the buying decision process. YouTube is one of the most popular free video sharing sites that marketers use to disseminate online video advertisements to their audiences. With this kind of service, video advertisements have a chance to spread more widely than before. Therefore, we are interested in studying the correlation between various factors of video advertisements and the popularity of such video advertisements. In this study, we reviewed prior research as well as other sources on viral factors, popularity of marketing videos, and video sharing sites. Then, we proposed a conceptual model for our future research on the factors that affect the popularity of marketing videos published on video sharing sites. The Interactive Advertising Model (IAM) is adopted as a tool for evaluating the popularity of marketing videos uploaded on video sharing sites.