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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 672-672.

Authors

Dante M. Pirouz, Western University, Canada
Allison Johnson, Western University, Canada
Raymond Pirouz, Western University, Canada
Matthew Thomson, Western University, Canada



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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