what impacts can viral videos have regards marketing

Viral Videos and Brand Value

INTRODUCTION

A viral video is meant that a video which becomes popular over a small period by getting maximum shares and views from the audience (Broxton, Interian, Vaver, & Wattenhofer, 2011). Video advertisements is mean of communications for businesses which is effective method to reach the target audiences. Nevertheless, some of the video advertisements do not reach the target audience as expected by marketers whereas, other advertisements go viral by social medias (Feroz Khan, & Vong, 2014). Several video advertisements are planned to go viral which means the increase in shares results to the message delivered the target audience (Tucker, 2015).

By considering the impacts of the loss over the video advertisement this article will help the business marketers the virality features of the video advertisement and determine the significant factors in advertising campaign and how to improve brand value of a product or service.

Literature Review

In the modern the world, YouTube the most powerful tool for uploading or sharing videos between individuals. YouTube allows business marketers to creatively produce advertisements to reach the target market audience and create awareness of the product or services and build up brand value (Cha et al., 2007).

YouTube which allows integrate with social networks like Facebook and let the users to like, comment and share to increase the chance of popularity videos (Kaplan and Haenlein, 2010). Thus, allowing the business marketers the to upload the videos for free and reduce the cost of advertising. Where most of the small businesses in Australia find it difficult in advertising their product or service as the high cost of advertisement.

On the other, the video with wrong or misleading information can cause a destruction in the brand value. (Feroz Khan, & Vong, 2014)

Impact on contemporary marketing

A viral video from public of a product or service can create a brand value for a business, but the same time a video can cause problem for a business marketers. In order to maintain a good brand value, the marketers should have the ability to produce righteous advertisements for the right target audience.

A viral advertisement on YouTube of Chinese laundry detergent which had a racism in the video advertisement and lead the detergent company to cause problem and a negative brand value. 

Nevertheless, another user uploaded video on YouTube of an airline which lands with landing gear failure and Nissan Frontier drives forwards to help the aircraft to land. This viral video facilitated Nissan marketers to create the brand value and trust in public for the durability of the vehicle.

Chinese laundry detergent:

References

Broxton, T., Interian, Y., Vaver, J., & Wattenhofer, M. (2011). Catching a viral video. Journal Of Intelligent Information Systems, 40(2), 241-259. http://dx.doi.org/10.1007/s10844-011-0191-2

Cha, M., Kwak, H., Rodriguez, P., Ahn, Y.-Y. and Moon, S. (2007), “I tube, you tube, everybody tubes: analyzing the world’s largest user generated content video system”, paper presented at the Proceedings of the 7th ACMSIGCOMMConference on Internet measurement, San Diego, CA, October 23-26

Feroz Khan, G., & Vong, S. (2014). Virality over YouTube: an empirical analysis. Internet Research, 24(5), 629-647. http://dx.doi.org/10.1108/intr-05-2013-0085

Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. http://dx.doi.org/10.1016/j.bushor.2009.09.003

Tucker, C. (2015). The Reach and Persuasiveness of Viral Video Ads. Marketing Science, 34(2), 281-296. http://dx.doi.org/10.1287/mksc.2014.0874