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Purpose – The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims to demonstrate and compare video ads' value drivers on brands and sharing, determining which antecedents maximize results on each, enabling the best ad performance for advertisers. Design/methodology/approach – A survey was conducted with 368 respondents who watched viral video ads from five global companies on YouTube. The proposed model was tested using structural equation modeling in SmartPLS4. Findings – The results of this study demonstrated that product category involvement is essential for viral advertising. Furthermore, the entertainment value is the most relevant antecedent of sharing, but it does not affect brand equity; it is the social value responsible for brand equity. Practical implications – Marketing managers should create ads that simultaneously generate entertainment and social values, maximizing sharing and branding effects. However, if only one of the two effects (brand/share) is achieved, then the advertiser will fail to obtain maximum performance. Originality/value – The mainstream of viral marketing research is focused on antecedents of sharing. However, sharing is not enough to provide brand effects and return on investment of advertisement. This study reveals that different consumers’ values drive sharing and brand equity, suggesting that firms should consider a dual value generation strategy regarding the performance of viral video ads. On the other hand, this research conciliates the extant literature about the phenomena with the importance of product category involvement. Propósito – El objetivo principal del marketing viral es influir positivamente en las marcas. Pero la mayoría de las investigaciones se refieren a las causas de que un anuncio se vuelva viral, no a su impacto en las marcas. En este sentido, esta investigación tiene como objetivo demostrar y comparar los impulsores de valor de los anuncios de video en las marcas y su viralización, determinando qué antecedentes maximizan los resultados en cada uno, permitiendo el mejor rendimiento publicitario para los anunciantes. Diseño/metodología/enfoque – Se realizó una encuesta con 368 participantes que vieron anuncios de video virales de cinco empresas globales en YouTube. El modelo estructural se analizó mediante ecuaciones estructurales basada en mínimos cuadrados utilizando SmartPLS4. Hallazgos – Los resultados demostraron que la participación en la categoría de productos es esencial para la publicidad viral. Además, el valor de entretenimiento es el antecedente más relevante de compartir, pero no afecta el valor de la marca; es el valor social responsable del valor de la marca. Implicaciones practices – Los gerentes de marketing deben crear anuncios que generen simultáneamente entretenimiento y valores sociales, maximizando los efectos de uso compartido y de marca. Sin embargo, si solo se consigue uno de los dos efectos (marca/participación), el anunciante no conseguirá obtener el máximo rendimiento. Originalidad/valor – La corriente principal de la investigación de marketing viral se centra en los antecedentes de compartir. Sin embargo, compartir no es suficiente para proporcionar efectos de marca y ROI de publicidad. Este estudio revela que los diferentes valores de los consumidores impulsan el intercambio y el valor de la marca, lo que sugiere que las empresas deberían considerar una estrategia de generación de valor dual con respecto al rendimiento de los anuncios de video virales. Por otro lado, esta investigación concilia la literatura existente sobre los fenómenos con la importancia de la participación de la categoría de productos. 目的 – 病毒式营销的主要目标是对品牌产生积极的影响。但大多数研究关注的是广告走红的原因, 而不是它对品牌的影响。在这个意义上, 本研究旨在证明和比较视频广告对品牌和分享的价值驱动因素, 确定哪些前因能使每一个因素的结果最大化, 为广告商带来最佳的广告效果。 设计/方法/途径 – 对368名受访者进行了调查, 他们在YouTube上观看了五家全球公司的病毒视频广告。在SmartPLS4中使用结构方程模型 对提议的模型进行了测试。 研究结果 – 结果表明, 产品类别的参与对于病毒式广告来说是至关重要的。此外, 娱乐价值是分享的最相关前因, 但它并不影响品牌资产; 对品牌资产负责的是社会价值。 实践意义 – 营销经理应该创造同时产生娱乐和社会价值的广告, 使分享和品牌效应最大化。然而, 如果只实现两种效果（品牌/分享）中的一种, 广告商将无法获得最大的绩效。 原创性/价值 – 病毒式营销研究的主流是关注分享的前因后果。然而, 分享并不足以提供品牌效应和广告的投资回报率。本研究揭示了不同消费者的价值观对分享和品牌资产的推动作用, 表明企业应该考虑关于病毒视频广告表现的双重价值产生策略。另一方面, 本研究将现有的文献与产品类别参与的重要性结合在一起。

Ms. Glow is a Skincare and Cosmetic Product, which has expanded its wings in the digital realm. Some of the business strategies implemented: (1) keep interacting online with offline because not all targets can access only one channel; (2)cooperate with as many public figures as possible from micro, macro to mega public figures; (3)live broadcasting of talk show sessions through social media or partners because in this way it can reach a wider target; (4) present in every marketing channel, such as television, radio, print media, displaying billboards in the expansion area or even Videotron. Based on data from the sales inventory, new products and products that are rarely promoted through advertising, have lower sales turnover, when compared to products that are often advertised. This research creates an advertisement video for Ms. Glow's new product, Nail Polish. The research method applied is Research and Development, namely making video ads using the Four D model, and analyzing people's behaviour towards Ms. Glow products using a mixed method, namely through a netnography approach. The results showed that this 58-second video was able to have a positive influence on people's behaviour, namely being interested and even buying the advertised product.

The problems of this study are how the perlocutionary speech act of electric car is advertised and how to deliver the car advertisements. Thus this research will further improve students’ language skills. This research uses a qualitative descriptive approach for the Indonesian version of the electric car promotional video by Prestige Motorcars Indonesia. Data collection techniques used were listening and taking notes. The listening technique in question is listening to the speech contained in the car advertisement in the video and the note-taking technique in question is recording the results of the speech contained in the Tesla electric appliance advertisement on YouTube. The equivalent of the method, which is a means to determine whether the language is outside, separate, and not part of the language in question. While the method of presenting the results of the analysis uses an informal method because the data is in the form of speech. Based on the analysis of perlocutionary speech acts in the Indonesian version of the Tesla electric car promotional video by Prestige Motorcars Indonesia, there are direct perlocutionary speech acts that refer to aspects of sentence meaning; meaning of speech, mode of speech act.

The glance of perfume advertising found in the previous study has two main themes: visual and verbal strategies. Video advertisement of Guerlain brand perfume from France for his latest male series, L’Homme Idéal, displayed containing both themes referred to the domination of monochrome colors and the narration of the explanation of perfume itself uploaded through YouTube social media. This study examines metaphors and signs in an advertisement to see how far the advertisement affects people’s minds in playing with their imagination, using a qualitative method and literature studies as a data collection technique. The analysis uses Kövecses’s metaphorical theory, Peirce’s semiotics, and Baudrillard’s hyperreality and is supported seven informants’ input. It is found that seductive language in the form of metaphors succeeded in attracting male consumers. Various signs are also found to help the metaphor visualize the ideal image of masculinity through handsomeness, intelligence, and strength. Combining these two types of themes in the depiction of lifestyle and the explanation of the perfume smell in this video advertisement has a great potential to affect people in achieving hyperreality.

This study examines the different themes of communication that take place in video ad campaigns deriving from the French luxury fashion houses Louis Vuitton, Dior, Chanel, Cartier and Hermès. By using semiology as a method we were able to recognize the themes of adventure, seduction, love and play in the videos. This study explores also how the myth becomes an important meaning-maker of the luxury commodity and fills it with sensations and pleasure. Unlike all other ads, we could see that the meaning of luxury in the Hermès’ ones was not directly connected to the objects per se but to the experience of human senses in contact with nature. We could further conclude that the visual communication of the ads has no need to be logical as long as it can seduce with its positive signs. The object of luxury constitutes a strong communication tool helping the viewer to discover new places, to fall in love, to create magic and to experience the amusement of play. Embedded in recognizable social narratives, the objects in the moving image are provided with a seductive meaning able to support the eternal myth of luxury.