LIGHT, CAMERA, ACTION ... THE SHARING OF VIRAL MUSICAL VIDEOS/ LUZ, CAMERA, ACAO ... O COMPARTILHAMENTO DE VIDEOS MUSICAIS VIRAIS

• Published in: Caderno Profissional de Marketing Vol. 9; no. 1; p. 31
• Main Authors: Camargo, Carla Garcia, Delfino, Alzemar Jose, da Silva, Jussara Goulart
• Format: Journal Article
• Language: Portuguese
• Published: Universidade Metodista de Piracicaba 01-01-2021
• Subjects: Brasil
• ISSN: 2317-6466; 2317-6466

The present study consists of descriptive research on the influence of viral marketing on the launching of new singers by the YouTube tool. Information was collected about the phonographic sector and the platform to understand the determinant motivational factors, among them the need to include a particular group of people, show affection and concern for others, and to exert social power with the reproducibility of audiovisual content in other social networks such as Facebook. The methodology consists of the quantitative method with 304 questionnaires. Based on the analysis of the data collected in the field research, the sample presented low levels for a possible immediate adherence regarding the behavior of these students in relation to the viral strategy researched, because they did not have a specific time to access their social networks, and inda present only 2% of those interviewed who need to divulge videos to relatives and friends through comments and markings made on them. Thus, this fact is associated intrinsically with the strategy of reproducibility of the information of new singers, disfavoring it specifically in this sample. However, it could be concluded that viral marketing can be made possible through the effective management of the quality of the contents of music videos, regarding technical aspects of audio and choice of repertoire being essential for the reproducibility of the information obtained for the respective loyalty of these students .