Exploring the Mythology of Viral Videos and the Epic Fail: Why Video Communications Capture the Market's Imagination

Dante M. Pirouz, Western University, Canada
Allison Johnson, Western University, Canada
Raymond Pirouz, Western University, Canada
Matthew Thomson, Western University, Canada
Marketers strive for the viral success of communications across a number of channels, but recent developments in online video offer a means of tracking audience responses in a manner not previously possible. We focus on online video and examine content and audience response features that predict the video going viral.
[ to cite ]:
Dante M. Pirouz, Allison Johnson, Raymond Pirouz, and Matthew Thomson (2012) ,"Exploring the Mythology of Viral Videos and the Epic Fail: Why Video Communications Capture the Market's Imagination", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 672-672.