Creative Strategies in Viral Advertising: An Application of Taylor's Six-Segment Message Strategy Wheel
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 con...
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| Published in: | Journal of computer-mediated communication Vol. 13; no. 4; pp. 959 - 972 |
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| Main Authors: | , |
| Format: | Journal Article |
| Language: | English |
| Published: |
Malden, USA
Blackwell Publishing Inc
01-07-2008
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| Online Access: | Get full text |
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| Summary: | 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. |
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| Bibliography: | ark:/67375/WNG-R2VNHXQ5-V ArticleID:JCC4426 istex:CDC7693B9A109218AF73DF2D819D7398CEADC885 The authors would like to thank the Keta‐Keta Advertising Firm from Tel‐Aviv Israel for their contribution to the current research project. ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 23 |
| ISSN: | 1083-6101 1083-6101 |
| DOI: | 10.1111/j.1083-6101.2008.00426.x |