Does Oline Video-Sharing Advertising Have Diffusion Gene?
Video-sharing is one of the most popular applications on the lnternet,the development of which subverts the traditional information diffusion path.Online video-sharing advertising emerges quickly at the same time.Quick online video sharing and diffusing of advertising depend heavily on its presentation of entertainment content and its display format.This article classifies the entertainment content of online video-sharing advertising (VSA) into humor and funny content (HFC),focus event content (FBC),and sex and nudity content (SNC); and presents the display format of online VSA into real format and anthropomorphic format.Hence,this article has conducted a research on the possible relationship between these two factors and how they influence the effects of online video-sharing advertising.This experimental study confirms that entertainment content and display format are the most critical factors to audiences in sharing and diffusing the online VSA.It also finds out that ff advertisers use HFC as the entertainment content of online VSA,the best display format of online VSA is the realistic format; and ff advertisers use SNC as the entertainment content of online VSA,the best display format of online VSAis the anthropomorphic format.
Online video-sharing advertising Video-sharing site Sharing and diffusing Display format Entertainment content Humor and funny content Focus event content Sex and nudity content Anthropomorphic format Realistic format
Yichen Liao Jing Zhu Qinli Zhai Wilfred V Huang
Wuhan University, Economic Management School Alfred University, School of Business China Telecom Corporation Limited, Guangzhou Haizhu Branch
国际会议
The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)
武汉
英文
103-119
2013-05-25（万方平台首次上网日期，不代表论文的发表时间）