Valuable Virality
研究了如何创造既有传播力又能提升品牌评价和购买的广告内容，发现情感诉求比信息诉求更易被分享，而信息诉求更能提升品牌评价，结合两者可产生有价值的病毒式传播。
Given recent interest in social media, many brands now create content that they hope consumers will view and share with peers. While some campaigns indeed go “viral,” their value to the brand is limited if they do not boost brand evaluation or increase purchase. Consequently, a key question is how to create valuable virality, or content that is not only shared but also beneficial to the brand. Share data from hundreds of real online ads, as well as controlled laboratory experiments, demonstrate that compared with informative appeals (which focus on product features), emotional appeals (which use drama, mood, music, and other emotion-eliciting strategies) are more likely to be shared. Informative appeals, in contrast, boost brand evaluations and purchase because the brand is an integral part of the ad content. By combining the benefits of both approaches, emotional brand-integral ads boost sharing while also bolstering brand-related outcomes. The authors’ framework sheds light on how companies can generate valuable virality and the mechanisms underlying these effects.