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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dc.contributor.advisor McKean, Mike (Michael L.) en_US
dc.contributor.author Hustead, Arron D.
dc.date.accessioned 2012-09-12T17:24:00Z
dc.date.available 2012-09-12T17:24:00Z
dc.date.issued 2012
dc.date.submitted 2012 Spring en_US
dc.identifier.other HusteadA-050212-T1639
dc.identifier.uri http://hdl.handle.net/10355/15265
dc.description Title from PDF of title page (University of Missouri--Columbia, viewed on September 12, 2012). en_US
dc.description The 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.description Thesis advisor: Mike McKean en_US
dc.description Includes bibliographical references. en_US
dc.description M.A. University of Missouri--Columbia 2012. en_US
dc.description Dissertations, Academic -- University of Missouri--Columbia -- Journalism. en_US
dc.description "May 2012" en_US
dc.description.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. en_US
dc.format.extent iv, 66 pages en_US
dc.language.iso en_US en_US
dc.publisher University of Missouri--Columbia en_US
dc.relation.ispartof 2012 Freely available theses (MU) en_US
dc.subject viral video en_US
dc.subject word of mouth en_US
dc.subject advertisements en_US
dc.subject college-age en_US
dc.title Viral video advertisements: uses and gratifications research en_US
dc.type Thesis en_US
thesis.degree.discipline Journalism en_US
thesis.degree.grantor University of Missouri--Columbia en_US
thesis.degree.name M.A. en_US
thesis.degree.level Masters en_US
dc.relation.ispartofcommunity University of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2012 Theses


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