Conversations Sell: How Dialogical Judgments and Goals Underpin the Success of Viral Videos

T. E. Dominic Yeo, University of Cambridge, UK
Three studies demonstrate that the buzz over viral videos has more to do with individuals' motivation to create conversations about them than what they actually contain. Using the example of the "Bus Uncle" viral video, this paper illustrates how goals and shared cognition drive "virality."
[ to cite ]:
T. E. Dominic Yeo (2011) ,"Conversations Sell: How Dialogical Judgments and Goals Underpin the Success of Viral Videos", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.