The Reach and Persuasiveness of Viral Video Ads
Many video ads are designed to go viral so that the total number of views they receive depends on customers sharing the ads with their friends. This paper explores the relationship between the number of views and how persuasive the ad is at convincing consumers to purchase or to adopt a favorable at...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
Institute for Operations Research and the Management Sciences (INFORMS)
2015
|
| Online Access: | http://hdl.handle.net/1721.1/99172 https://orcid.org/0000-0002-1847-4832 |