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...