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Viral Advertising and the Implications of Social Media
Abstract
Given the estimated online advertising market in the United States of around 4 billion dollars and the current proliferation of social media Websites, this study focuses on reviewing the key theoretical and practical aspects related to viral advertising. It includes an overview of different aspects related to the nature, characteristics, and evaluation of viral advertising, especially focusing on what makes advertisements viral. After a review of the term viral advertising, the author discusses the key characteristics of viral ads, including the most used viral advertising appeals—humor and sexual—and also including a section regarding the importance of the message source on consumers' reaction towards an advertisement. The study also provides a discussion about consumer-generated advertising, a modern online advertising feature that leads to increased interaction and involvement from consumers. The last part of this chapter focuses on the monitoring and evaluating viral ads outcomes by using both traditional and social media specific advertising measures. The author also presents a few ideas related to future research directions and information that might prove useful for advertising research and practice.
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