Empowering Emotion: The Driving Force of Share and Purchase Intentions in Viral Advertising. Issue 1 (2nd January 2022)

• Record Type: Journal Article
• Authors: Wen, Taylor Jing; Choi, Chang Won; Wu, Linwan; Morris, Jon D.
• Is Part Of: Journal of current issues and research in advertising. Volume 43:Issue 1(2022)
• Page Start: 47
• Page End: 67
• Publication Date: 2022-01-02
• Subjects: Advertising -- Periodicals; Advertising -- Research -- Periodicals; Advertising -- United States -- Periodicals; Comparative advertising -- Periodicals; 659.105
• DOI: 10.1080/10641734.2021.1937408
• Languages: English
• ISSNs: 1064-1734

Abstract

ABSTRACT: This research adopts the PAD model of emotions (i.e., pleasure–arousal–dominance) and conducts two survey studies to empirically test the role of emotions in viral advertising. Study 1 confirms the positive role of pleasure, arousal, and dominance in making a video commercial spread virally. Results demonstrate that dominance is the strongest predictor among the three dimensions to explain increased share and purchase intentions. More importantly, Study 2 shows that psychological empowerment is the underlying mechanism that explains the effects of dominance on both share and purchase intentions. Theoretical and practical implications are discussed.