A Literature Review on the Viral Advertising Narrative Structure

A Literature Review on the Viral Advertising Narrative Structure

Murat Koçyiğit
ISBN13: 9781522571162|ISBN10: 1522571167|EISBN13: 9781522571179
DOI: 10.4018/978-1-5225-7116-2.ch073
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MLA

Koçyiğit, Murat. "A Literature Review on the Viral Advertising Narrative Structure." Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 1363-1379. https://doi.org/10.4018/978-1-5225-7116-2.ch073

APA

Koçyiğit, M. (2019). A Literature Review on the Viral Advertising Narrative Structure. In I. Management Association (Ed.), Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (pp. 1363-1379). IGI Global. https://doi.org/10.4018/978-1-5225-7116-2.ch073

Chicago

Koçyiğit, Murat. "A Literature Review on the Viral Advertising Narrative Structure." In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1363-1379. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7116-2.ch073

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Abstract

Viral advertising relies on consumers' transmitting the message to other consumers within their online social media. Viral advertising is controlled by consumers and is less under the control of advertisers and brands (Petrescu, 2014). Consumers receive the link or the advertising content and pass it along through e-mail or posting it on a blog, microblog, podcast, wiki, form, webpage, and social media profile. Advertising narrative in traditional media has changed with viral ads. In the narrative of viral advertising is more emotional, romantic, humorous, sexual and contains social messages. This study was conducted to examine the Brands' viral advertising narrative. Viral advertising is at an early stage of development and much of the current viral marketing communication literature research is concerned with understanding the motivations and behaviours of those passing-on email messages. No longer the preserve of offline communication strategists, it is becoming a central platform for interactive marketing communications (Cruz & Fill, 2008).

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