The persuasion cues that make video advertising go viral: a conceptual replication and extension comparing viral vs. Non-viral advertising

This study is a conceptual replication and extension of Segev and Fernandes (2023). Building on the Elaboration Likelihood Model (ELM) that highlights the role of peripheral and central ad cues, this research explores the executional features of viral and non-viral ads. Findings from a quantitative content analysis of 684 video ads shared online show differences between the two types of ad categories in terms of the ads' objective, length, and their use of peripheral over central cues. The purpose of viral ads is primarily to promote a specific image for the advertised brand rather than provide information and they are longer than 60 seconds. Viral ads include more emotional appeals while non-viral ads include more rational appeals. Differences were also shown in the use of other executional cues such as celebrities and popular music, as well as the inclusion of weak vs. strong arguments. As video advertising is a cost-effective strategy for brands to spread their messages and gain traffic faster than traditional paid advertising, this study provides empirical guidance for advertisers about the executional components that characterize viral and non-viral ads, which can inform the design process of video ads based on their intended strategic objectives.