Which elements of viral videos most affect consumer behaviour?

By our African Marketing Confederation News Team | 2024

Content that drives brand awareness, coupled with source credibility, is influential in shaping positive consumer attitudes, study finds.

A study published last week in the peer-reviewed International Journal of Business Competition and Growth has drawn insights from 621 survey samples to improve marketers’ understanding of what elements of viral videos most affect consumer behaviour and purchasing decisions.


Photo Credit: Ketut Subiyanto. Pexels

The elements highlighted include entertainment, brand awareness, source credibility, informativeness, interactivity, and incentives.


Researchers at the Foreign Trade University in Hanoi, Vietnam, suggest that their research underscores the significance of entertainment in viral videos. Perhaps unsurprisingly, it correlates higher entertainment levels with positive consumer attitudes.


This aligns with earlier studies that stressed the role of entertainment value in influencing consumer perceptions, especially in emerging marketing channels such as mobile advertising.


The research team also found that brand awareness, coupled with source credibility, is influential in shaping positive consumer attitudes. This emphasises the importance of reputation and recognition in today’s information-driven consumer landscape.


In addition, they identified gender-based differences in the impact of various factors in viral videos.


Marketers should consider nuanced strategies across genders


This suggests that marketers should consider nuanced strategies across genders. Males respond well to entertaining and trustworthy content, while females prefer informative videos with attractive offers and positive product feedback. 


The researchers also determined that brand awareness not only influences consumer attitudes positively, but can boost advertising effectiveness on social platforms.  


Viral videos thus act as dual agents, impacting consumer behaviour and contributing to brand image, thereby bolstering brand equity. 


In their paper, the research team offers various practical recommendations for businesses hoping to gain marketing advantages by using viral videos in their advertising campaigns.  


The researchers emphasise that by incorporating entertainment, informativeness, incentives, and source credibility into their video strategy, marketers can nudge consumers to engage more with their brand and, ultimately, purchase their products or services. 


Conversely, companies are advised not to exaggerate their content, but ensure it is as authentic as possible.  


Marketing teams should collaborate with credible experts or consumers for genuine product reviews, and embed brand information strategically in the video without overwhelming consumers. 


You can find out more about the study, titled ‘How Do Viral Videos on Social Media Affect Purchase Intention?’, here. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.