What triggers sharing in viral marketing? the role of emotion and social feature

Boying Li; Alain Yee Loong Chong; Eugene Ch'ng

What triggers sharing in viral marketing? the role of emotion and social feature

Boying Li, Alain Yee Loong Chong, Eugene Ch'ng

Research output: Contribution to conference › Paper › peer-review

3 Citations (Scopus)

Abstract

Viral marketing has attracted attention from both academics and practitioners. With the rise of usergenerated content (UGC) and broadcasting networks, viral online video advertising campaigns (viral advertising in short) are an emerging trend in viral marketing. Previous literature mainly studied the influence of network structure on viral advertising. Here, we extend such works by decomposing the diffusion network into individual sharing behavior. We based our work on theories of emotion and social networks by proposing a framework that specifies the role of emotion and social feature on individuals' sharing of online video advertisements in viral marketing campaigns. The framework will be tested using real-world data extracted from online broadcasting networks in the future work.

Original language	English
Publication status	Published - 2015
Event	19th Pacific Asia Conference on Information Systems, PACIS 2015 - Singapore, Singapore Duration: 5 Jul 2015 → 9 Jul 2015

Conference

Conference	19th Pacific Asia Conference on Information Systems, PACIS 2015
Country/Territory	Singapore
City	Singapore
Period	5/07/15 → 9/07/15

Keywords

Content sharing
Emotions
Social network
Viral marketing

ASJC Scopus subject areas

Information Systems

Cite this

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title = "What triggers sharing in viral marketing? the role of emotion and social feature",

abstract = "Viral marketing has attracted attention from both academics and practitioners. With the rise of usergenerated content (UGC) and broadcasting networks, viral online video advertising campaigns (viral advertising in short) are an emerging trend in viral marketing. Previous literature mainly studied the influence of network structure on viral advertising. Here, we extend such works by decomposing the diffusion network into individual sharing behavior. We based our work on theories of emotion and social networks by proposing a framework that specifies the role of emotion and social feature on individuals' sharing of online video advertisements in viral marketing campaigns. The framework will be tested using real-world data extracted from online broadcasting networks in the future work.",

keywords = "Content sharing, Emotions, Social network, Viral marketing",

author = "Boying Li and Chong, {Alain Yee Loong} and Eugene Ch'ng",

note = "Funding Information: {"}The authors acknowledge the financial support from the National Natural Science Foundation of China (NSFC), International Doctoral Innovation Centre, Ningbo Education Bureau, Ningbo Science and Technology Bureau, China's MoST and The University of Nottingham. The project is partially supported by NSFC no. 71402076 and NBSTB Project 2012B10055{"}.; 19th Pacific Asia Conference on Information Systems, PACIS 2015 ; Conference date: 05-07-2015 Through 09-07-2015",

year = "2015",

language = "English",

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TY - CONF

T1 - What triggers sharing in viral marketing? the role of emotion and social feature

AU - Li, Boying

AU - Chong, Alain Yee Loong

AU - Ch'ng, Eugene

N1 - Funding Information: "The authors acknowledge the financial support from the National Natural Science Foundation of China (NSFC), International Doctoral Innovation Centre, Ningbo Education Bureau, Ningbo Science and Technology Bureau, China's MoST and The University of Nottingham. The project is partially supported by NSFC no. 71402076 and NBSTB Project 2012B10055".

PY - 2015

Y1 - 2015

N2 - Viral marketing has attracted attention from both academics and practitioners. With the rise of usergenerated content (UGC) and broadcasting networks, viral online video advertising campaigns (viral advertising in short) are an emerging trend in viral marketing. Previous literature mainly studied the influence of network structure on viral advertising. Here, we extend such works by decomposing the diffusion network into individual sharing behavior. We based our work on theories of emotion and social networks by proposing a framework that specifies the role of emotion and social feature on individuals' sharing of online video advertisements in viral marketing campaigns. The framework will be tested using real-world data extracted from online broadcasting networks in the future work.

AB - Viral marketing has attracted attention from both academics and practitioners. With the rise of usergenerated content (UGC) and broadcasting networks, viral online video advertising campaigns (viral advertising in short) are an emerging trend in viral marketing. Previous literature mainly studied the influence of network structure on viral advertising. Here, we extend such works by decomposing the diffusion network into individual sharing behavior. We based our work on theories of emotion and social networks by proposing a framework that specifies the role of emotion and social feature on individuals' sharing of online video advertisements in viral marketing campaigns. The framework will be tested using real-world data extracted from online broadcasting networks in the future work.

KW - Content sharing

KW - Emotions

KW - Social network

KW - Viral marketing

UR - http://www.scopus.com/inward/record.url?scp=84978754017&partnerID=8YFLogxK

M3 - Paper

AN - SCOPUS:84978754017

T2 - 19th Pacific Asia Conference on Information Systems, PACIS 2015

Y2 - 5 July 2015 through 9 July 2015

ER -

What triggers sharing in viral marketing? the role of emotion and social feature

Abstract

Conference

Keywords

ASJC Scopus subject areas

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