The Effect of Socialization and Maven Characteristics on Viral Advertising

Maria Petrescu
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引用次数: 1

Abstract

Abstract The purpose of this article is to study the social aspects of viral advertising, including differences related to social influencers analyzed in the Consumer Socialization Theory, such as family, the tie strength element from the Social Network Theory, as well as maven characteristics. The study uses a survey distributed to a national consumer sample from the U.S., that is analyzed in a multivariate regression procedure. The analysis shows the importance of social factors for consumers’ viral intentions, integrating the socialization theory and market maven theory in the viral research. The results support a positive relationship between consumers’ socialization and communication related to advertising with their family and their viral intentions, showing that reference groups are important for viral advertising. This underlines the effect that the close interpersonal circle has on consumers’ involvement in viral communication. The statistical analysis also found a psychosocial characteristic, such as consumers’ market maven traits, to be positively related to viral intentions. Attitude toward the ad is also a significant influencer of viral intentions, as expected, showing that a positive impression about the ad is positively related to its viral potential. Overall, different social factors are found to be essential antecedents of viral ads, and future research can further focus on this topic, to create a social profile of consumers prone to participate in viral advertising.
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社交化和Maven特征对病毒性广告的影响
摘要本文的目的是研究病毒式广告的社会方面,包括消费者社会化理论中分析的与社会影响者相关的差异,如家庭、社交网络理论中的纽带力量因素以及maven特征。这项研究使用了一项针对美国全国消费者样本的调查,该调查采用多元回归程序进行分析。该分析将社会化理论和市场专家理论结合到病毒学研究中,揭示了社会因素对消费者病毒学意图的重要性。研究结果支持消费者与家人在广告方面的社会化和沟通与他们的病毒式意图之间的正相关关系,表明参考群体对病毒式广告很重要。这突显了紧密的人际圈子对消费者参与病毒传播的影响。统计分析还发现,一种心理社会特征,如消费者的市场专家特征,与病毒意图呈正相关。正如预期的那样,对广告的态度也是病毒意图的重要影响因素,这表明对广告的积极印象与其病毒潜力呈正相关。总的来说,不同的社会因素被发现是病毒性广告的重要前因,未来的研究可以进一步关注这一主题,以创建一个倾向于参与病毒性广告消费者的社会形象。
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