病毒式广告的关键要素。从动机到情感，分享最多的视频
The Key Elements of Viral Advertising. From Motivation to Emotion in the Most Shared Videos
摘要：
从90年代中期开始，病毒式传播概念在商业传播中的应用为品牌提供了一个机会，使其能够跨越受众对广告的传统障碍，并将其转变为品牌信息的积极传播者。从那时起，病毒式营销就基于两个基本原则：向个人提供免费和吸引人的内容，掩盖其商业目的，并使用点对点传播系统。被动的观众到一个积极的用户谁广播广告赞助商推广的信息的转换，响应的需要和动机的个人和内容的特点，这已经描述了以前的研究在这一领域，主要是通过定量的方法，基于用户的看法。本文重点研究了在2006年至2013年期间使用内容分析的25个最受欢迎的病毒式视频广告中，在其先前的研究中检测到的作为分享行为推动者的那些元素。获得的结果显示了这些视频中最常见的特征，以及最成功的病毒视频中惊喜和喜悦作为主导情绪的突出表现。
英文摘要：
From its origins in the mid 90s, the application of the concept of virality to commercial communication has represented an opportunity for brands to cross the traditional barriers of the audience concerning advertising and turn it into active communicator of brand messages. Viral marketing is based, since then, on two basic principles: offer free and engaging content that mask its commercial purpose to the individual and using a peer-to-peer dissemination system. The transformation of the passive spectator into an active user who broadcasts advertising messages promoted by sponsors, responds to needs and motivations of individuals and content features which have been described by previous research in this field, mainly through quantitative methods based on user perceptions. This paper focusses on those elements detected in its previous research as promoters of the sharing action in the 25 most shared viral video ads between 2006 and 2013 using content analysis. The results obtained show the most common features in these videos and the prominent presence of surprise and joy as dominant emotions in the most successful viral videos.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
