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which type of appeal is more likely to be shared: emotional appeals or informative appeals?
Emotional appeals are more likely to be shared.
What is viral marketing, according to the article?
Viral marketing is electronic word-of-mouth where a message about a brand spreads quickly from person to person.
What is the main strength of informative appeals compared to emotional appeals in terms of brand outcomes?
Informative appeals are better at boosting brand evaluation and purchase intent, because the brand and its features are an integral part of the ad content.
What are the three things needed to make a viral campaign work?
You need the right message
the right people to spread it, and
the right environment.
what is meant by “emotional brand-integral ads”?
Emotional brand-integral ads are emotional ads where the brand or product is an integral part of the narrative. you can’t really tell the story of the ad without mentioning the brand or product.
What determines whether a viral campaign is a “success,” “failure,” or something in between?
It depends on who starts the campaign (the company or the customers) and whether the reaction is positive or negative
Why do emotional brand-nonintegral ads sometimes fail to improve brand evaluations, even if they are entertaining and highly shareable?
the brand is not central to the story, viewers may see the emotional tactics as manipulative or superfluous and don’t learn much about the brand, leading to weaker brand knowledge and less positive inferences about the persuasion attempt, so brand evaluations don’t improve much.
What lesson does the JetBlue case in the article teach about viral marketing?
If a company behaves badly or reacts slowly, customers can create negative viral content that harms the brand.
the article argues that emotional brand-integral ads combine the advantages of emotional and informative appeals.
Which two psychological mechanisms do they identify as mediating the positive effect of these ads on brand evaluations and purchase intent?
More favorable inferences about persuasive attempts (the ad seems less manipulative or sneaky).
Increased brand knowledge (people feel they know more about the brand and what it stands for).
What is one important piece of advice Kaplan & Haenlein give to companies trying viral marketing?
One key advice is: don’t try to control everything. Too much control can stop the campaign from spreading naturally.