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dc.contributor.advisorMcKean, Mike (Michael L.)eng
dc.contributor.authorHustead, Arron D.eng
dc.date.issued2012
dc.date.submitted2012 Springen
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on September 12, 2012).en_US
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.en_US
dc.descriptionThesis advisor: Mike McKeanen_US
dc.descriptionIncludes bibliographical references.en_US
dc.descriptionM.A. University of Missouri--Columbia 2012.en_US
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.en_US
dc.description"May 2012"en_US
dc.description.abstractThis 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.eng
dc.format.extentiv, 66 pagesen_US
dc.identifier.otherHusteadA-050212-T1639
dc.identifier.urihttp://hdl.handle.net/10355/15265
dc.publisherUniversity of Missouri--Columbiaen_US
dc.relation.ispartof2012 Freely available theses (MU)en_US
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2012 Theses
dc.subjectviral videoen_US
dc.subjectword of mouthen_US
dc.subjectadvertisementsen_US
dc.subjectcollege-ageen_US
dc.titleViral video advertisements: uses and gratifications researchen_US
dc.typeThesisen_US
thesis.degree.disciplineJournalismen_US
thesis.degree.disciplineJournalismeng
thesis.degree.grantorUniversity of Missouri--Columbiaen_US
thesis.degree.levelMastersen_US
thesis.degree.nameM.A.en_US


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