Evaluating the Persuasive and Memory Effects of Viral Advertising

Abstract

Despite the increasing popularity of viral advertising, its effectiveness for high involvement products is under question. Moreover, its effect on brand recall and recognition has not been evaluated yet. To fill the gap, a 2 advertising type (viral vs normal) by 2 product category (high involvement vs low involvement) factorial design was conducted. Results indicate that viral ads significantly enhance attitudes, purchase intention and forwarding intention for both low and high involvement products. After one week delay, recall and recognition were measured. Results revealed that viral ads significantly lead to better aided brand recall, unaided brand recall and brand recognition than non-viral ads. While the influence of viral ad on brand recall and recognition for high involvement products is stronger than low involvement products, its influence on attitudes and purchase behavior for high involvement products is weaker than low involvement products.