What is it about?
Consumer responses, if measured effectively, can offer richer insights about what makes them share a particular piece of content online. This article demonstrates the role of sentiment analysis in effectively analyzing ad-related and brand-related cognitive responses generated in response to exposure to viral ads. Moreover, this article proposes the four different types of social media users, termed as viral ad sharers, based on the relative sentiments they carry for ad message and brand information present with the viral ad. These are - Active sharers, Brand-fanatic sharers, Content-hungry sharers, and Dormant sharers, together, labeled as ABCD typology of viral ad sharers.
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Why is it important?
Our findings show that sentiment based measures of cognitive responses are better predictors of consumers' viral ad sharing intentions. Thus, marketers can employ such analysis to find an influential group of social media users (i.e. Active sharers) to identify and target correct seeds to begin their viral ad campaigns. This work also guides marketers to balance between message (emotions, creativity) and embedded brand information.
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This page is a summary of: A typology of viral ad sharers using sentiment analysis, Journal of Retailing and Consumer Services, January 2019, Elsevier, DOI: 10.1016/j.jretconser.2019.01.008.
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