Open AccessCreative Strategies in Viral Advertising: An Application of Taylor’s Six‐Segment Message Strategy Wheel
Author(s) -
Golan Guy J.,
Zaidner Lior
Publication year - 2008
Publication title -
journal of computer‐mediated communication
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.15
H-Index - 119
ISSN - 1083-6101
DOI - 10.1111/j.1083-6101.2008.00426.x
Subject(s) - viral marketing , advertising , phenomenon , computer science , human sexuality , television advertising , world wide web , sociology , business , social media , gender studies , physics , quantum mechanics
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.