病毒式影片的關鍵成功因素–尋出內在病毒潛力的藍圖

Abstract

noneWith more and more people gaining fast and stable internet access all over the world and the rise of websites like Youtube, it becomes very lucrative for marketers to use online video content to spread marketing messages. Using video streaming websites for marketing can have many advantages compared using traditional TV advertisements; for instance, much lower costs and vaster reach. Although viral marketing and social media have been hot topics in social science and marketing research for several years, little research has been conducted to analyze the quality of the content that becomes popular on social networking sites and video streaming websites. While most prior studies have discussed the environmental circumstances that play a role in creating a successful viral marketing campaign, this research tries to shed a light on the quality of content that is shared through social media and Youtube in particular. By analyzing viewer reaction to six highly successful viral videos, this paper aims to find what properties determine a video’s audience appeal. With this knowledge, we may find common success factors that could possibly be vital for the creation of viral videos in general – a checklist of things marketers or individuals should do to achieve high innate virality potential.