Creative Strategies, Attitudes and Intentions to Share Viral Online Advertising Videos

Abstract

The objectives of this research were to study (1) strategies used to create viral online video advertisements; (2) strategies to disseminate viral online advertisements; (3) the attitudes of online message receivers in Bangkok about viral online video advertisements and their intentions in sharing them; (4) factors that made people share online advertisements; and (5) the relationships between demographic factors and people’s attitudes about and intention to share online advertisements. This was a mixed methods research. For the qualitative portion, the key informants were 6 creators of online advertisement videos, chosen from among people with work experience of 5 or more years in the video advertisement creation business. The research tool was an interview form and data were analyzed through descriptive analysis. For the quantitative portion, the sample population was 400 residents of Bangkok aged 18 and over, chosen through multi-stage sampling. The research tool was a questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, Scheffe’s test, t test and ANOVA. The results showed that (1) online advertisement creators considered video content the most important. They used presentation strategies of eliciting an emotional response and appealing to viewers’ empathy. (2) To be suitable, online video ads should be 3-5 minutes long. The ad companies used dissemination strategies of promoting the video, starting a discussion and arousing curiosity. (3) As for their attitudes about viral online video advertisements, the majority of the samples gave a very high approval rating for video content, presentation methods, dissemination and methods. (4) The social factor that influenced the samples’ choices to share the videos the most was friends. (5) The demographic factor of educational level was related to attitude about online video advertisement creation strategies and video content. The factors of age group and educational level were related to attitude about online video advertisement creation strategies and presentation methods. The factors of gender, age group, educational level and occupation were related to attitude about sharing viral online video advertisements. The factors of gender, age group, and educational level were related to attitude about intention to share viral online video advertisements.