Viral video advertisements: uses and gratifications research

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Viral video advertisements: uses and gratifications research

Please use this identifier to cite or link to this item: http://hdl.handle.net/10355/15265

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Title: Viral video advertisements: uses and gratifications research
Author: Hustead, Arron D.
Keywords: viral video
word of mouth
advertisements
college-age
Date: 2012
Publisher: University of Missouri--Columbia
Abstract: This research seeks to ascertain the uses and gratifications achieved by their choice to disseminate video advertisements that they view on the internet, allowing the advertisement to spread in a viral nature. The goal is to determine what gratifications are popular among college-aged individuals and how those gratifications change depending on the type of video as well as the content. The research is completed through a series of three small group sessions and an online questionnaire made available through the questions feature on Facebook. Upon examination of the data, it becomes clear that both young men and women in the age demographic targeted by this research seek to spread these videos in order to interact socially online with their friends and potentially provide their friends with humor. Women also showed a higher sense of concern for how spreading a video would affect their reputations than did men.
URI: http://hdl.handle.net/10355/15265
Other Identifiers: HusteadA-050212-T1639

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