A typology of viral ad sharers using sentiment analysis

摘要: Abstract Viral advertising is the most popular manifestation of viral marketing phenomena. The purpose this study to demonstrate sentiment analysis as a promising tool quantify consumer responses towards branded video advertisements and thereupon, propose sentiment-based typology ad sharers. Results experimental (1) suggest that measures offer better prediction consumers’ sharing intentions compared traditional widely used thought-listing method; (2) help identify four distinct segments sharers (based on relative strength ad- brand-related sentiments), namely: “Active”, “Brand-fanatic”, “Content-hungry”, “Dormant”, labeled ABCD This highlights for creating successful campaigns, marketers should consider distinctive characteristics these their processing content brand information) right seeds initiate campaign.