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Creative Strategies in Viral Advertising: An Application of Taylor’s Six‐Segment Message Strategy Wheel |
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| Authors: | Guy J. Golan Ph.D. Lior Zaidner |
| Affiliation: | 1. Assistant Professor Department of Communication Seton Hall University 400 South Orange Avenue · South Orange, NJ 07079;2. Graduate Student University Of Westminster 42 Burnley Road, Willesden Green London, NW10 1EJ, UK |
| Abstract: | 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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