Paper Info
Title
Creative Strategies in Viral Advertising: An Application of Taylor's Six-Segment Message Strategy Wheel
Abstract
Based on a computer mediated word of mouth approach, viral advertising represents the latest online advertising phenomenon. The current study provides one of the first empirical investigations of viral advertising. It uses Taylor's six-segment message strategy wheel as a theoretical framework. A content analysis of 360 viral ads revealed that advertisers predominantly based their message strategies on an individual ego oriented appeals that were based on such themes as humor and sexuality.
Year
DOI
Venue
2008
10.1111/j.1083-6101.2008.00426.x
JOURNAL OF COMPUTER-MEDIATED COMMUNICATION
Field
DocType
Volume
Social psychology,Viral marketing,Content analysis,Id, ego and super-ego,Psychology,Online advertising,Word of mouth,Phenomenon,Human sexuality
Journal
13
Issue
ISSN
Citations 
4
1083-6101
11
PageRank 
References 
Authors
0.85
2
2
Name
Order
Citations
PageRank
Guy J. Golan1161.43
Lior Zaidner2110.85