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Exploring the Mythology of Viral Videos and the Epic Fail: Why Video Communications Capture the Market's Imagination

Pirouz, Dante M ; Johnson, Allison ; Pirouz, Raymond ; Thomson, Matthew

Advances in Consumer Research, 2012, Vol.40, p.672 [Peer Reviewed Journal]

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Title:
Exploring the Mythology of Viral Videos and the Epic Fail: Why Video Communications Capture the Market's Imagination
Author: Pirouz, Dante M ; Johnson, Allison ; Pirouz, Raymond ; Thomson, Matthew
Subjects: Digital video ; Studies ; Viral marketing
Is Part Of: Advances in Consumer Research, 2012, Vol.40, p.672
Description: Marketers strive for the viral success of communications across a number of channels, but recent developments in online video offer a means of tracking audience responses in a manner not previously possible. We focus on online video and examine content and audience response features that predict the video going viral.
Publisher: Urbana: Association for Consumer Research
Language: English

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