Valuable Virality: the Effect of Advertising Appeals and Brand Integralness

Ezgi Akpinar, Erasmus University Rotterdam, The Netherlands
Jonah Berger, University of Pennsylvania, USA
What influences whether ads are not only highly shared but also useful for the brands that create them? Soft sell appeal ads are more likely to be shared compared to hard sell appeal ads. However, brand integralness determines whether the ads lead to more favorable brand evaluations and purchase intention.
[ to cite ]:
Ezgi Akpinar and Jonah Berger (2012) ,"Valuable Virality: the Effect of Advertising Appeals and Brand Integralness", 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: 228-231.