Drawing on theoretical insights from multidisciplinary research in the fields of Multimedia, Internet Marketing, Business Management and Information Systems, this research is set out to explore how video content characteristics affect brand video virality. In this way, this research attempts to address a well-documented gap in existing research on the contributing factors that make brand videos viral (West, 2011; Cashmore, 2009). More specifically, it investigates the effect that particular content characteristics (visual graphics, audio and plot) might have in driving large numbers of consumers/social media users to create online stories about the same brand video by sharing, commenting or liking it in social networks. To examine this, engagements of Social Media users with brand videos were analysed and monitored by using the method of netnography. Following Dobele et al (2007)’s sampling approach, four brand videos selected on the basis of three main criteria: being global, being viral and being examples of a recent viral marketing campaign, were examined. In addition, two online surveys of a total of 351 Social Media users were conducted. The online surveys included open-ended and closed-ended questions regarding the participants’ engagement with different video content characteristics that were included within the brand videos examined. The results of this research suggest that the separate characteristics/components constituting a brand video's content may have an independent effect on the virality of the brand video. More specifically, across the video content characteristics examined, plot was the most powerful in terms of its impact on a Social Media user's decision to create an online story about a brand video in social networks and consequently, enhance its virality. Moreover, the presence of a familiar character/actor within a brand video’s visuals can significantly increase the possibility of the brand video going viral. In respect to the audio, there was evidence that for a brand video to go viral, "music fit" is vital.

In recent years, there has been an increase in environmental awareness in the United States leading to steady growth in environmentally conscious consumerism. These changes have come in response to issues such as the energy crisis, climate change, exponential population growth, and rapid urbanization. This fact is further supported by environmental campaigns and the green movement. Looking to the future of green home marketing, understanding the green consumer behavior of Generation Z (GenZ) is important for environmental and business reasons. The purpose of this research is to better understand the perception of GenZ on Green Homes (GHs). The study uses the lenses of dual inheritance and normative motivation theory to explain the influence of benefits and norms related to environmentalism and sustainability on GenZ consumers’ green behavior. This study seeks to evaluate 1) GenZ’s preferences related to Green Home Features (GHFs), 3) the extent of the influence of certain barriers on the adoption of GHFs, and 3) the types of motivation (intrinsic, instrumental and non-normative) influencing GenZ towards green home consumerism. Data was collected using an online survey questionnaire exclusively at Purdue University during March – April of 2021 (IRB 2020-1414). One hundred sixteen GenZ participants responded to the survey.The findings show that these GenZ consumers prefer a certain type of GHFs over others. Additionally, based on descriptive tests of GHFs, energy-related features were the most prized features, while the least preferred was water-efficient features. Descriptive tests on barriers suggest that GenZ consumers perceive the lack of choice in selecting GHFs in their homes to be a top barrier, followed by a lack of information and the perceived effort to analyze GHFs. Inferential tests for the same indicated that GenZ consumers perceive these barriers differently. Lastly, for GenZ consumers, intrinsic and non-normative motivations significantly affect their willingness to buy GHs. The findings concur with previous studies on green consumer behavior, yet they provide a new benchmark for understanding GenZ consumer behavior on GHs and an updated view of what GHFs they prefer. This research can be used by home marketers and policy makers to study future home trends, attract more potential homeowners to GHs, and help create a sustainable environment for future generations.