Journal
JOURNAL OF COMPUTER-MEDIATED COMMUNICATION
Volume 13, Issue 4, Pages 959-972Publisher
OXFORD UNIV PRESS INC
DOI: 10.1111/j.1083-6101.2008.00426.x
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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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