Why Do We Share? The Impact of Viral Videos Dramatized to Sell: How Microfilm Advertising Works

The decline of traditional mass-media advertising impels marketers to find new ways of engaging consumers.

Why Do We Share? The Impact of Viral Videos Dramatized to Sell: How Microfilm Advertising Works

Tsai Chen

Fo Guang University

Hsiang-Ming Lee

Chien Hsin University of Science and Technology

Management slant

  • Based on the definition of "microfilm advertising" as a special branded entertainment form of viral advertising, this study shows that the "transportation" effect is an important factor influencing Aad and film-forwarding intention.
  • Enjoyment is an indispensable mediating variable that is highly correlated with the transportation effect and has a strong effect on advertisement attitude and forwarding intention.
  • No matter what the brand message is and how...

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