O papel das emoções como preditoras das atitudes e comportamentos dos internautas na viralização de anúncios publicitários

Abstract

Advertising has followed the evolution of the Internet as a mean of communication and trade, capable of improving the integration between consumers and suppliers. With the popularity of social media became more evident word-of-mouth in the online environment, where people share their experiences driven by marketing strategies. This research aimed to investigate the role of emotions experienced by Internet users in their attitudes and behaviors to share advertising viral videos with others. To fulfill the objective 309 individuals attended three advertising videos of viral marketing extracted from a list of 10 most watched Brazilian commercial on YouTube portal in 2012 and responded to a survey about their habits and access of video sharing on YouTube and the emotions aroused by these. Thus, in addition to the demographic characteristics of the studied sample, the results revealed that the sharing of videos occurs when these arouse positive emotions in the viewer, such as admiration, delight and happiness