DC FieldValueLanguage
dc.contributor.authorSamanta, Irene-
dc.contributor.authorPapageorgiou, Konstantinos-
dc.date.accessioned2024-04-18T11:17:22Z-
dc.date.available2024-04-18T11:17:22Z-
dc.date.issued2021-12-
dc.identifiergoogle_scholar-qJIrQTgAAAAJ:isC4tDSrTZIC-
dc.identifier.issn2317-6466-
dc.identifier.otherqJIrQTgAAAAJ:isC4tDSrTZIC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2130-
dc.description.abstractThe purpose of this research is to investigate the characteristics that make a video "viral" and lead to its promotion as well as to examine the impact that viral videos have on consumers’ online behaviour. Qualitative research was conducted on a sample of 11 people through in-depth interviews. Τhe main findings of the research revealed that pleasant emotions seem to lead consumers promoting or not promoting a video. Branding and the participants’ perceptions also played an important role in their promoting corporate videos. However, their perception about brands did not seem to be easily influenced by brand viral videos. The difficulty of influencing participants continues in terms of the degree of promotion of viral videos in relation to the perceived effect, the perceived social pressure, and the perceived control of their behaviour. Companies should focus their efforts together to multiple different social media platforms where consumers are active and should not underestimate the value of viral videos in terms of promoting their products and services.en_US
dc.language.isoenen_US
dc.relation.ispartofCaderno Profissional de Marketing Unimepen_US
dc.sourceCaderno Profissional de Marketing-UNIMEP 9 (4), 1-23, 2021-
dc.subjectViral videosen_US
dc.subjectViral marketingen_US
dc.subjectBrand augmentationen_US
dc.subjectSocial mediaen_US
dc.subjectSharing videosen_US
dc.subjectOnline consumer behaviouren_US
dc.titleOnline viral videos: a study on consumers’ perceptions and influenceen_US
dc.typeArticleen_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume9en_US
dc.relation.issue4en_US
dc.identifier.spage1en_US
dc.identifier.epage23en_US
dc.linkhttps://www.researchgate.net/publication/357578927_Online_viral_videos_a_study_on_consumers'_perceptions_and_influenceen_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsOpen Accessen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeArticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0002-9933-9092-
crisitem.author.orcid0000-0002-8913-4958-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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