{"title":"Empowering Emotion: The Driving Force of Share and Purchase Intentions in Viral Advertising","authors":"T. Wen, C. Choi, Linwan Wu, Jon D. Morris","doi":"10.1080/10641734.2021.1937408","DOIUrl":null,"url":null,"abstract":"Abstract This research adopts the PAD model of emotions (i.e., pleasure–arousal–dominance) and conducts two survey studies to empirically test the role of emotions in viral advertising. Study 1 confirms the positive role of pleasure, arousal, and dominance in making a video commercial spread virally. Results demonstrate that dominance is the strongest predictor among the three dimensions to explain increased share and purchase intentions. More importantly, Study 2 shows that psychological empowerment is the underlying mechanism that explains the effects of dominance on both share and purchase intentions. Theoretical and practical implications are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":4.2000,"publicationDate":"2021-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"8","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Current Issues and Research In Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10641734.2021.1937408","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 8
Abstract
Abstract This research adopts the PAD model of emotions (i.e., pleasure–arousal–dominance) and conducts two survey studies to empirically test the role of emotions in viral advertising. Study 1 confirms the positive role of pleasure, arousal, and dominance in making a video commercial spread virally. Results demonstrate that dominance is the strongest predictor among the three dimensions to explain increased share and purchase intentions. More importantly, Study 2 shows that psychological empowerment is the underlying mechanism that explains the effects of dominance on both share and purchase intentions. Theoretical and practical implications are discussed.
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