Book

Description

Every Advertising agency hopes to make its campaign reaches millions of people. In traditional marketing, it costs a lot, while viral video advertisements can overcome such problem. This book is concerned with answering a specified question and fills in a certain gap "does emotion in viral video advertisement consider a fundamental antecedent for viewer's behavioral intentions (in terms of sharing intention and purchase intention) through forming the viewer's attitudes toward advertisement and brand? And how can Attitudes alert the relationship between emotion in viral video advertisement and behavioral intentions?