Abstract: This paper presents results of primary quantitative research on viral advertising with focus on popularity and willingness to share viral video among Czech Internet population. It starts with brief theoretical debate on viral advertising, which is used for the comparison of the results. For purpose of collecting data, online questionnaire survey was given to 384 respondents. Statistics utilized in this research included frequency, percentage, correlation and Pearson’s Chi-square test. Data was evaluated using SPSS software. The research analysis disclosed high popularity of viral advertising video among Czech Internet population but implies lower willingness to share it. Significant relationship between likability of viral video technique and age of the viewer was found.
Abstract: Sharing motivations of viral advertisements by
consumers and the impacts of these advertisements on the
perceptions for brand will be questioned in this study. Three
fundamental questions are answered in the study. These are
advertisement watching and sharing motivations of individuals,
criteria of liking viral advertisement and the impact of individual
attitudes for viral advertisement on brand perception respectively.
This study will be carried out via a viral advertisement which was
practiced in Turkey. The data will be collected by survey method and
the sample of the study consists of individuals who experienced the
practice of sample advertisement. Data will be collected by online
survey method and will be analyzed by using SPSS statistical
package program.
Recently traditional advertisement mind have been changing. New
advertising approaches which have significant impacts on consumers
have been argued. Viral advertising is a modernist advertisement
mind which offers significant advantages to brands apart from
traditional advertising channels such as television, radio and
magazines. Viral advertising also known as Electronic Word-of-
Mouth (eWOM) consists of free spread of convincing messages sent
by brands among interpersonal communication. When compared to
the traditional advertising, a more provocative thematic approach is
argued.
The foundation of this approach is to create advertisements that
are worth sharing with others by consumers. When that fact is taken
into consideration, in a manner of speaking it can also be stated that
viral advertising is media engineering.
The content worth sharing makes people being a volunteer
spokesman of a brand and strengthens the emotional bonds among
brand and consumer. Especially for some sectors in countries which
are having traditional advertising channel limitations, viral
advertising creates vital advantages.