One common factor that unites the popularity of online video viewers is their virality. Marketers and academics have been involved in the contemporary research not only to understand how online virality occurs but in addition how it can be measured. Thus, the aim of this paper is threefold: a) to advance the understanding of what online video virality is b) to propose a conceptual framework for measuring video virality c) to evaluate two main contrasting methods for measuring video virality. The conceptual framework identifies key elements to video virality as emotions and social groups, and the tools proposed to be used for measuring online video virality is the FaceReader and the online web questionnaire. The findings from the study indicate the existence of discriminant validity between the two methods which inherently adds to the theoretical advancement with the notion that video marketers or researchers cannot use self-report to measure emotions or use it synchronously with facial expression analysis on online videos.
Asamoah, Joseph, "Measuring user emotionality on online videos: A comparison between self-report and facial expression analysis" (2019). UK Academy for Information Systems Conference Proceedings 2019. 18.