The Anatomy of Viral Advertising: A Content Analysis of Viral Advertising from the Elaboration Likelihood Model Perspective

This study is a quantitative content analysis of 445 viral video ads shared online between 2009 and 2019. Using the framework of the Elaboration Likelihood Model (ELM) that distinguishes between peripheral and central ad cues, our findings highlight the dominance of peripheral cues over central cues. Viral ads included more emotional than rational appeals and integrated music and sound effects, while the use of substantial arguments was kept to a minimum. The dominance of peripheral cues was also evident across product categories; however, they mainly characterized ads for technology products. Our findings provide more than a mere description of the characteristics of viral ads, but detail the dominant creative elements that viral ads feature, which might infer the effectiveness of specific message elements in driving ad sharing. The theoretical and managerial implications of this study are also discussed.