1. A Cross-cultural Comparison of Viral Video Consumption and Social Capital in the U.S. and China By YueWeng Dec. 3, 2010

3. Conclusion- Limitation and Future Research 1

4. Intellectual Questions Viral Video 2

6. Social Capital

7. Cultural Differences in attitudes toward Advertising and media usage3

8. Research Questions RQ1. Comparing American and Chinese cultures, what are the commonalities and differences in consumption behaviors toward viral video advertisements? RQ2. Comparing American and Chinese cultures, what are the commonalities and differences in attitudestoward viral video advertisements and the brand behind? RQ3. Comparing American and Chinese cultures, what are the commonalities and differences in social relationship establishment tendency via sharing viral videos online? 4

10. Convenient sampling

11. 49 in UT-Austin in the U.S. and 50 in Fudan University in China

12. Male vs. female was 30% vs. 70% in the U.S. and 48% vs. 52% in China. The average age of the respondents was 25

13. Research Design

14. Qualtrics online survey in English and Chinese

15. Demo video showing the concept of Viral Video

16. Replacement of local SNS equivalents in China

17. Measurement

18. Demographic questions

19. Behavioral, attitudinal and social capital questions

20. Social Networking Sites usage questions5

23. American still sought more often than Chinese

24. Video sharing sites were popular in the U.S. as a source for finding viral videos while that was not the case in China6

26. No significant difference between the U.S. and China

27. The viral video sharing activities happen more among closer relationships and peers

28. The most often used platform for sharing was SNS in both countries, but Email was the second biggest in the U.S. while Personal Blog was the second in ChinaReceiving Forwarding 7

30. Americans tended to think viral videos more entertaining and less intrusive

32. Significant difference appears in Sex and Individualism8

34. Both countries would still forward viral videos with brand elements. However, Chinese were less willing to forward them than American respondents9

36. More feeling of caring from people that they often contacted than less contacted in the U.S. while neutral in China

37. Informational support overweighed emotional support in both countriesAmerican Pattern Chinese Pattern 10

39. Similarities in Consumption Pattern

40. Differences of Attitudes toward Viral Video and the brand behind

41. Differences of Social Relationship Establishment

42. Perceived by consumers as non-intrusive, and appreciated for its entertainment value as well as for its information sharing

43. For those multi-national companies, branded viral videos can be leveraged as a good channel but they should take the cultural differences into consideration11

45. Other factors may play a role in motivations of viewing, such as product origin

46. Further qualitative research can be helpful12

47. Thank You 13