The Key Elements of Viral Advertising. From Motivation to Emotion in the Most Shared Videos

  title={The Key Elements of Viral Advertising. From Motivation to Emotion in the Most Shared Videos},
  author={Alberto Dafonte-G{\'o}mez},
From its origins in the mid 90s, the application of the concept of virality to commercial communication has represented an opportunity for brands to cross the traditional barriers of the audience concerning advertising and turn it into active communicator of brand messages. [] Key Result The results obtained show the most common features in these videos and the prominent presence of surprise and joy as dominant emotions in the most successful viral videos.
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The New Science of Viral Ads
  • Harvard Business Review. March,
  • 2012