alexa Creative Strategies in Viral Advertising: An Application of Taylor's Six Segment Message Strategy Wheel
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Guy J Golan, Lior Zaidner

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Based on a computer mediated word of mouth approach, viral advertising representsthe latest online advertising phenomenon. The current study provides one of the first empirical investigations of viral advertising. It uses Taylor’s six-segment message strat-egy wheel as a theoretical framework. A content analysis of 360 viral ads revealed that advertisers predominantly based their message strategies on an individual ego oriented appeals that were based on such themes as humor and sexuality

This article was published in Journal of Computer-Mediated Communication and referenced in Journal of Mass Communication & Journalism

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