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A study of viral marketing on Youtube : Evidence: Nike Dream Crazy and Nike Dream Crazier

The aim with this study was to answer the question “What components in Nike’s viral ads on Youtube trigger emotions?”. The data was collected through a qualitative and descriptive research approach and the method was a combination of a poetic film analysis and Ducoffe’s Model of Advertising Value. The model includes three components that were to be analyzed: informativeness, entertainment and irritation. The video ads were analyzed together with the comments posted. The comments were seen as electronic word of mouth and they were analyzed in order to understand if the viewer felt positive or negative emotions towards the ads. The findings showed that Ducoffe’s Model of Advertising Value was applicable on social media networks such as Youtube. Informativeness and entertainment were the most important components triggering emotions. Since marketing events nowadays are digitalized, it is important to adapt previous models and research to new platforms.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:ltu-75458
Date January 2019
CreatorsGranlund, Cajsa, Prick, Lisa
PublisherLuleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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