Which elements of viral videos most affect consumer behaviour?

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.