Emotions and social currency as a basis for viral success
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
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Authors
Date
2015
Major/Subject
International Business Communication
International Business Communication
International Business Communication
Mcode
Degree programme
Language
en
Pages
87
Series
Abstract
The objective of the thesis is to find an updated understanding on what factors and components make online content go viral, especially online video advertisements. The emphasis of the study is on emotions and social currency as they have been found to have a constitutive effect on the viral success of online content. The theoretical framework is based on previous literature about advertising, social media and the role of emotions in online success. The data was collected by conducting two group interviews, where two case advertisements were discussed. Additionally, the two advertisements were analysed using the Multimodal Analysis Video program. The findings of this study support previous literature on the topic. The advertisement should include content that the viewers can relate to. Additionally it should preferably make the viewers have positive emotions. The theoretical framework was found justified, as the results showed that emotions play a central role in how well an advertisement succeeds in online platforms. The interview participants also agreed on that the content of an advertisement needs to be funny in order for them to share it.Description
Keywords
international business communication, advertising, social media, social currency, emotions, virality