What is it about?
Consumer responses, if measured effectively, can offer richer insights about what makes them share a particular piece of content online. This article demonstrates the role of sentiment analysis in effectively analyzing ad-related and brand-related cognitive responses generated in response to exposure to viral ads. Moreover, this article proposes the four different types of social media users, termed as viral ad sharers, based on the relative sentiments they carry for ad message and brand information present with the viral ad. These are - Active sharers, Brand-fanatic sharers, Content-hungry sharers, and Dormant sharers, together, labeled as ABCD typology of viral ad sharers.
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Why is it important?
Our findings show that sentiment based measures of cognitive responses are better predictors of consumers' viral ad sharing intentions. Thus, marketers can employ such analysis to find an influential group of social media users (i.e. Active sharers) to identify and target correct seeds to begin their viral ad campaigns. This work also guides marketers to balance between message (emotions, creativity) and embedded brand information.
Perspectives
Cognitive responses are the fundamental predictors of consumers' attitudes and behaviors. By quantifying such cognitive responses using sentiment analysis, this study presents novel psychographic segmentation to identify different types of viral ad sharers. Marketers can use this typology framework to design their viral messages as well as effectively seeding the viral ads across the social media platform to generate viral phenomena.
Kalpak K. Kulkarni
Indian Institute of Technology Bombay
Read the Original
This page is a summary of: A typology of viral ad sharers using sentiment analysis, Journal of Retailing and Consumer Services, January 2019, Elsevier,
DOI: 10.1016/j.jretconser.2019.01.008.
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