Achieving virality in India

MASTERS BY PRACTICE
2016
Identifying steps for social video marketers to achieve virality in India
by Ankisha Rana
(MA Future Media)
Mentor
Mark Brill
(Senior Lecturer in Future Media -NTI at Birmingham City University)
Advisors
Amandine Borgoo & Mehreen Khan
(Project Managers at Unruly, London)

TABLE OF CONTENTS
1.0 Introduction
2.0 Why India
2.1 Growing Advertising Industry
2.2 Cultural Implications
3.0 Literature Review
3.1 What is Viral Marketing?
3.2 Why Consumers Share?
3.3 What is a successful Viral Campaign?
4.0 Methodology
4.1 Research Questions and Hypothesis
4.2 Research Objective
4.3 Research Methodology
4.4 Research Approach
5.0 Findings
5.1 Interviews' Analysis
5.2 Survey Results
6.0 Recommendations
7.0 Limitations and Future Research
8.0 Bibliography
9.0 Reflections
APPENDICES
Appendix A: Audience Personal Interview Responses
Appendix B: Audience Personal Interviews Results
Appendix C: Indian Audience Survey Summary
Appendix D: Research Undertaken

IDENTIFYING STEPS FOR
SOCIAL VIDEO MARKETERS
TO ACHIEVE VIRALITY IN INDIA
Ankisha Rana
Masters by Practice - Birmingham City University, NTI
ABSTRACT
Watching videos online has become an ordinary activity, brands and advertising agencies are
now progressively incorporating viral marketing campaigns into their strategies.
Furthermore, it has been verified by Unruly that to induce consumers to pass-along, viral
online video advertisings tend to rely on the use of increasingly provocative content that
provokes intense emotions. Moreover, in article published by Unruly, THE GEOGRAPHY
OF SHARING VIDEO ADS, it is mentioned that cultural differences play a pivotal role in
understanding how people from different regions and countries respond to video content.
The article shares interesting insights and data about video sharing habits of people from
various countries.
However so far no experimental researches has been conducted underlying processes
through which Indian audience is evoked to share a video. At present, there is no theory
about the key success factors of a good viral campaign in India but some bribes of what is
working or not in the current trend.
In order to fill this void, experimental research, was conducted, in which the effects of the
message, channels, tone, language and cultural values were examined to understand the
forward intentions, advertising processing, brand memorability and purchase intentions of
Indian audience.
This study aims to provide steps which marketers can envisage to maximize viral marketing
potential gains in Indian Market.
Key words: viral marketing; online videos; provocative content; willingness to pass;
advertising effectiveness in India; Social Video Marketing approaches for Indian marketers

1. INTRODUCTION
Viral marketing is in the trend. This new concept of electronic word-of-mouth for
commercial purpose emerged with the development on Internet in the beginning of the 21st
century.
 It has given rise to any real theory of spread and conditions of its effectiveness,
because of its low cost, and commercial impact
 It can be an extremely effective tool for companies’ communication, but also difficult
to control. (Kapferer J. 2001).
However, it also conveys several challenges, changing the balance of power in the
marketplace giving consumers the opportunity to exert control over traditional marketing
techniques and technologies (Kimmel, The Twenty-First Century Consumer Landscape:
New Realities 2010).
This made most brand change their model from shouting the loudest possible message bit
interesting and no custom, to a model where they prefer to design a creative and interesting
massage, which could be spread by others, and is effortless.
The importance of digital media and online technologies, to drive through competitive
advantages has been realised by marketers, but the clear understanding of how to efficiently
incorporate them into an online business models is still an ever-moving target, which
marketing executives are still struggling to achieve (McKinsey&Company 2011).
Despite the diversity of the content shared online, online viral communication has been
researched mainly in the context of marketing and advertising as in word-of-mouth (WOM)
marketing, and thus the examinations have been limited to commercial information in the
form of oral or written messages. Moreover, as I will review in the next section, the vast
majority of research has dealt with the broad concept of viral marketing, importance of
videos and the triggers behind sharing of a video. However, little is known about the
process by which viral videos are shared in India.
To fill this gap, this study will attempt to identify the factors that prompt online viral sharing
of video content in India. Moreover, by examining what makes Indian audience want to take
these actions, the study will suggest what kind of characteristics a video needs to have in
order to be widely spread in India.
The results of this study will benefit Indian marketers, advertisers and anyone who wants to
disseminate information by utilizing online social networks in Indian Market. I will also
provide a toolkit or playbook, which will help them design effective viral
marketing/advertising strategies using video content.
2.0 Why India
India is an exciting world of its own. Far more than just a developing economy, there are
radical changes observed in the society and its members. It is the distinct feature of the
country and its culture and the interesting changing phase of all these that has led me to

focus on India. This section will rationalize in detail the choice of country with its bustling
advertising industry and most importantly, the rich culture.
2.1 Growing Advertising Industry (For more information refer Appendices D)
The current study would not be as relevant and useful if carried out based on a country
with a failing advertising industry. Therefore, it is equally important to draw attention to
India’s enormous advertising market.
 The Indian advertising industry has been evolving at a rapid pace over the past few
years due to the proliferation of means of communication and the emergence of new
distribution channels. Statista (2016)
 Traditional channels such as radio and outdoor advertising are slowly being replaced
by the Internet. (Patel, 2010).
 Receptivity of mobile users in Asia-Pacific to digital video ads found that mobile users
in India were among the most receptive of any other region. (India's Digital
Advertisers Shift Spending to Video, 2016)
2.2 Cultural Implications (For more information refer Appendices D)
In addition to the promising advertising industry, this study particularly draws on India’s rich
and diverse culture.
India’s Cultural Dimensions. As per the cultural dimension indices prepared by Hofstede
(1980) for 64 countries, India displays a high power distance (18th highest); low
individualism (25th lowest); high masculinity (25th highest); low uncertainty avoidance (9th
least) and high on Long term orientation (8th Highest). The following table shows India’s
position on the cultural dimension index.
Power Distance Individualism Masculinity Uncertainty
Avoidance
77 48 56 40
India’s score on Hofstede’s cultural dimension index, Source: www.clearlycultural.com
Each of the five cultural dimensions in case of India is presented below. In terms of
individualism and masculinity, brief overview of noticeable changes has been discussed.
 India scores very high on the power distance scale, with a ranking of 77 and such a
high index indicates a high level of inequality of power and wealth accepted within
the society as a norm.
 There is a strong presence of social hierarchies.
 Rank and age are important determinants of the power of an individual.

 Workers from the lowest ranks in an organization or a household address senior as
“sahib” or “mem-sahib” meaning “master” or “mistress” respectively.
 Younger members of the family bow down to touch the feet of their elders even
today.
With a low score of 48 on individualism, India holds a strong sense of community.
 Age old expressions like “Log kya kahenge” meaning “what will people say” are still
existent in the country.
 Success is enjoyed from the perspective of a group rather than an individual (Indian
Culture and Work Organizations in Transition, 2016).
However, these traditions might be changing along with the changing social values in India
today.
Sinha, Jai B. P. (2014) suggested a mix of collectivist and individualistic behaviour among
Indians depending on their interests and needs. Extended family traditions are also
undergoing change, increasingly substituted by nuclear families.
Masculinity focuses on the degree to which ‘masculine’ values like competitiveness, achievement, the
acquisition of wealth and success are valued over ‘feminine’ values like relationship building and
quality of life.
India has a high masculinity ranking at 56, with the world average at 51 (Zhang and Thakur,
2008).
 Indians are increasingly attracted by western consumerism and materialistic
behaviour, while keeping in touch with their traditional roots.
 Although women in business have grown to be common in India in the last few
years, it is not deniable that men still command more respect and power, especially
from other men. (Zhang and Thakur, 2008, p. 13).
Uncertainty avoidance – The notion of “everything happens according to God’s plan” is
influential in the decision making and risk-taking behaviour of many Indians.
 Moreover, with the growing competition in the market, people are willing to take
more risks and take pride in such masculine behaviour.
Overall, India shows a mix of strong tradition of its cultural values at the same time as it is
undergoing rapid change. Although the cultural values used in Indian advertisements are
symbolic of western as well as eastern culture, it is still unclear how Indians respond to that
in terms of wanting to share it further.
A further understanding of concepts like Viral marketing and what makes consumers share
might shed some light on this.
3.0 Literature Review
(For more information refer Appendices D)
 VIRAL MARKETING

Kaplan and Haenlein (2011) describe viral marketing as “electronic word-of-mouth whereby
some form of marketing message related to a company, brand or product is transmitted in
an exponentially growing way, often through the use of social media applications”.
Yet, there is still much to explain; uncertainty concerning how this phenomenon works and
exact mechanisms that make it successful still exists, which is probably the reason why it is
currently perceived as more of an art than a science (How to Catch on to Viral Marketing,
2001).
The considerable attention paid to viral marketing in the literature gives evidence to believe
that several benefits can be obtained from viral marketing. Dobele, Toleman and Bevrland
(2005), denote viral marketing’s main advantages as being three.
 First, as the consumers who pass along the message to their contact lists carry
transmission costs, viral marketing incurs very little expenses.
 Second, as it makes use of peer-to-peer distribution and thus message forwarding is
voluntary, making it to be viewed more favourably.
 And third, as the forwarders know better which of their friends are more likely to
be interested in reading the message, it allows a more effective targeting.
Nevertheless, besides considerable benefits viral marketing campaigns cannot be considered
risk free; like all marketing triumphs it can hit or miss. (MindComet 2006).
Perhaps, the most critical risk is the lack of marketers’ control concerning the spread of the
message and also the content of such transmission (Internet-induced marketing techniques:
Critical factors in viral marketing campaigns, 2008).
 The inappropriate use of viral marketing can become counterproductive and
generate unfavourable word-of-mouth which may result in negative attitudes toward
the brand and/or the product (Internet-induced marketing techniques: Critical
factors in viral marketing campaigns, 2008).
 Lastly, the inexistence of ethical standards can result in consumers feeling used and
cheated (Internet-induced marketing techniques: Critical factors in viral marketing
campaigns, 2008) and seeing viral messages as invasive (Viral Marketing or Electronic
Word-of-Mouth Advertising, 2004).
 WHY CONSUMER SHARE INFORMATION VIRALLY
As stressed by Unruly, there is an emotional side to consumer behaviour that can and
should not be ignored.
Emotional content has the ability to form or change a consumer’s attitude towards an
advertisement. (Forwarding Viral Messages: What Part Does Emotion Play? 2006).
The Role of Emotion
In Dobele, Lindgreen, Beverland, Vanhamme, and van Wijk’s (2006) experiments of online
video messages, the single most important factor of the ten viral campaigns studied was the
ability of the message to capture the imaginations of the recipients. (Forwarding Viral
Messages: What Part Does Emotion Play? 2006)

 Some people share messages as an extension or reflection of their own self-image
(Internet-induced marketing techniques: Critical factors in viral marketing campaigns,
2008).
 People like to share information so that they can seem knowledgeable. Sharing
specific messages such as a kind-hearted message can indicate the type of person an
individual is (Understanding Humor through Communication: Why Be Funny,
Anyway? 2015).
 If there is going to be a sense of gratification from sharing a message or if it will be
useful to the receiver, sharing is more likely to occur.
 The emotion of the message must associate with the brand or product, and target
the right audience (Forwarding Viral Messages: What Part Does Emotion Play? 2006).
 A message is most likely to be shared when the emotion being used is the same
emotion that the subject is already experiencing.
 A positive message will resonate more with someone who is already in a good
mood. Research shows that message with humour and surprise can change pre-
existing moods.
 According to Phelps, Lewis, Mobilio, Perry, and Raman (2004), Messages that spark
strong emotion – either humour, fear, sadness, or inspiration – seem to be those
messages that are most likely to be forwarded. (Viral Marketing or Electronic
Word-of-Mouth Advertising, 2004)
 WHAT IS SUCCESSFUL VIRAL MARKETING?
According to Dobele, Toleman and Beverland (2005), “successful viral marketing depends
on consumers perceiving value in transmitting the message to others without feeling used in
the process”. (Internet-induced marketing techniques: Critical factors in viral marketing
campaigns, 2008)
Kaplan and Haenlein (2011), consider that three conditions must be fulfilled in order to
make a marketing campaign go viral.
 The first critical requirement involves carefully selecting targets that will spread the
message; consistent with classical laws of concentration, they state, “20% of
messengers can be expected to carry 80% of the load”.
 The second critical element consists on getting the right message. Marketers should
consider designing messages consistent with those specific viral drivers.
 The last element conditioning a marketing campaign viral success mentioned is the
environment, which includes two additional conditions to be attained. First, taking
into account that messengers do not forward information they consider “everybody”
knows, marketers should focus on creating messages that lead to high reproduction
rates rather than concentrating only in sending them to as many seeds as possible.
Second, they add, “some plain old good luck” is required.
Even though viral marketing can represent an effective marketing communication strategy, it
is still difficult to find substantial evidence supporting how this fascinating phenomenon
works.

The insights gained through the literature review is summarized in the figure below
The following section will mention the research questions and possible hypothesis based on
the literature review.
4.0 Methodology
4.1 Research Questions and Hypothesis
Research question 1:
What characteristics of video ad content prompt Indian audience to share online?
H1: POSITIVELY FRAMED MESSAGES RESULT IN GREATER ONLINE MESSAGE
DIFFUSION THAN NEGATIVELY FRAMED MESSAGES
H2: NON-SALESY TONE OF THE VIDEO LEADS TO MORE SHARING
H3: CONSUMERS ARE MORE WILLING TO FORWARD ONLINE VIDEOS THAT
EVOKE THEIR INTEREST IN FIRST FIVE SECONDS
What aspects of the video ad campaign affect consumers’ willingness to pass it along?
H1: CULTURAL VALUES DEPICTED IN THE VIDEO INFLUENCES THE AUDIENCES’
WILLINGNESS TO PASS ON THE MESSAGE
H2: USE OF SOCIAL MEDIA NETWORKING SITES SUCH AS FACEBOOK,
SNAPCHAT AND INSTAGRAM TO DIFFUSE THE MESSAGE RESULT IN
Evolution of the Internet
and social media
Consumers getting
more venues to share
opinions, preferences,
and experiences
Brands forced to review
their communication
Consumers’ attitudes
toward marketing
underwent change
Marketers and brand
managers trying to
leverage from Viral
Marketing
Viral marketing
considered more
controversial and
uncertain
Role of Emotion
generalised as key
trigger for virality
No substantial evidence
supporting how this
phenomenon works in
Indian market

GREATER SHARING THAN OTHER ONLINE CONTEXTS SUCH AS
WEBSITES, FORUMS, AND EMAIL
Does virality of a video advertising campaign affect the ultimate persuasive goal of advertising?
H1: VIRALITY OF A VIDEO ADVERT HAS AN IMPACT ON CONSUMERS’ BRAND
RECALL AND WILLINGNESS TO BUY (PURCHASE INTENTION).
4.2 Research Objective
The topic is centralized around the viral marketing process in India and how this
communication is established by Indian marketers. The main tool used on-line is the Buzz
Marketing, which look for objectives that could answer the main topic.
The objectives are:
 To show benefits and potential risks of a viral Campaign.
 To identify the success key factors of a buzz campaign.
 To understand the cultural implications of virality in comparison to Russian and UK.
 To conduct a survey for highlighting the consumers’ expectation and behaviour.
 To identify guidelines that marketers could use while creating a viral ad campaign
4.3 Research Methodology
The current study is of an exploratory nature. It represents one of the first empirical
investigations of the viral advertising phenomenon. Through an analysis of online video
advertisements, the study will determine which elements of online video advertisements
cause people to share content. These elements will determine the commonality between
advertisements that have successfully gone viral either organically or though seeded
placement by the company. This study will provide a framework for advertisers to use as a
guide to create advertisements that will can go viral in Indian market.
The research incorporated both primary and secondary research. First, secondary
researches are based on electronic databases, books and case study to look for theories and
previous work on Viral Marketing since the year 2000 in order to stay in the trend of this
type of marketing.
Previous works on viral and buzz marketing highlight the way the buzz works from the
conception to the realization. Electronic resources are the more relevant resources in this
case because it is the main media for Viral Campaigns. Then the use of Internet as a
secondary research media allows finding articles on the subject, but also on-line report, to
keep abreast of news, blogs for comparing different ideas and opinions, and books for
theories.
Secondly, primary researches provide qualitative and quantitative data. On the one hand
there is the Interviews of Indian marketers Mr. K.V. Sridhar, Chief Creative Officer at

SapientNitro India and Mr. Suraja Kishore, the National Head of Planning at McCann
Erickson. These interviews allow enhancing the most relevant information for the subject
through professional opinion and point of view. And this part represents the qualitative data
of the research. Interviews were also conducted with participants from India, Russian and
UK to understand the cultural differences in video ad preferences.
On the other hand, there are some information not given in books, like the consumer’s
perception and behaviour. The subject needs also quantitative data that can be measured
and compared. The same questions asked in an objective way can provide more realistic and
relevant answers. Then the study needs a pluralistic approach; quantitative and qualitative
for describing the phenomenon asked in this particular topic.
4.4 Research Approach
In this case there are no theories that answer the main question. The research is more an
exploratory research, looking for evidences, finding out answers about the key success
factors of a good Viral Campaign in India. Because there is a link between the fact that a
buzz campaign is good and the way that consumers perceive it and the way it works, as
emphasized by Unruly.
This research will follow the two approaches: inductive and deductive that can be combined.
“Inductive approach is a research approach involving the development of a theory as a result
of the observation of empirical data.” (Saunders, Lewis, Thornhill, 2009). The aim is to
answer the mains question, so the primary research with the interview and the secondary
researches permit to build some empirical data. After the inductive approach there is the
deductive approach. “Deductive approach is a research approach involving the testing of a
theoretical proposition by the employment of a research strategy, specifically designed for
the purpose of its testing.” (Saunders, Lewis, Thornhill, 2009).
Then, the primary data collected in the Interview allows enhancing some theories that the
survey will answer.
The interview will be conducted either on person or via skype. First, because my
Interviewees are geographically far, secondly the interviewees will have the time to prepare
the questions and to think about it before answering, thirdly it is a better way to contact
them again if there are some information missing. The interview is semi-structured in order
to collect the most of qualitative data.
What is the aim of the Interview?
This interview specifics information needed to answer the objectives. In the aim to know
more about the companies’ strategies, the benefits of a viral campaign, to understand why
Viral Campaigns are more and more used for an advertising strategy and what are the key
actors in this process. These are my qualitative data. Moreover, the audience interview
helped me in understanding the brand perception, video preferences and record the
emotional responses.
On the other hand, it’s relevant to conduct a Survey in order to find what the consumers’
expectations are and so, find the key success factors of a campaign, what sort of buzz works

or not, why does it go viral? The survey contains 18 questions including sex and age. It is an
online questionnaire created using google forms. All the respondents are Indians primarily
the generation Y.
Why choosing Generation Y as a sample?
The GenY is the main target of Viral Campaign; follows trends on internet, uses social
networks more than others internet users, engaged in what they believe in. They all know
the concept of “viral” and so are more likely to answer the questionnaire. They are the
most representative sample for the study.
What type of questionnaire?
Thanks to the information collected by interview and secondary research, the survey is
more likely a study that confirms empirical data. The questions are closed ended and
include all possible answers/prewritten response categories, and respondents are asked to
choose among them (multiple-choice question). This type of questions is created to
generate statistics in quantitative research. It’s an approach most suited for gathering
descriptive information.
5.0 Findings
5.1 Interviews' Analysis (Refer to Appendices A and & B)
15 participants between 20-30 years of age were shown Video ads of Nike and Coke from
India, Russia and UK, and were asked a series of questions and upon analysis their responses
I found out that:
 INDIAN PARTICIPANTS' DECISION MAKING IS INFLUENCED BY SELF
As discussed in the cultural implications, Indians resonate more with family, however the
findings from the interview indicate that Indian participants rely more on self while making a
decision. While UK is second in line and Russian participants tend to depend on the spouse.
Spouse Friends Family Self Morality
Chart Title
India
Russia
UK

 POSITIVE FEEDBACK ABOUT THE BRANDS
The Indian participants used words like Fabulous, Nice, Good quality, Favourite, Influential,
while describing the brands. Whereas UK and Russian participants described that brands as
Not good, Poisonous, and Expensive.
 MORE RECEPTIVE TOWARDS BRANDED CONTENT
The Indian participants gave generally higher ratings to all the videos whereas participants
from UK and Russia only rated the videos they liked higher.
 TOP THREE EMOTIONS - HAPPINESS, EXHILARATION AND WARMTH
These emotional responses of Indian participants were consistent while watching all the
videos. While the participants from UK and Russian didn't feel the same.
0% 20% 40% 60% 80% 100%
Coke India
Coke Russia
Coke UK
Nike India
Nike Russia
Nike UK
Video Rating
Video Rating
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
India Russia UK
Happiness
Warmth
Exhilaration

 TOP CULTURAL VALUES - HAPPINESS, CAPABILITY, FREEDOM
Indian participants resonated with these three values the most while watching the videos
whereas the participants from Russia and UK scored low on these values.
 BACKGROUND SCORE INSTRUMENTAL IN AUDIENCE RECEPTIVITY
Catchy music or fast tracks made the audience more attentive towards the video advert.
Many respondents were inclined on downloading the music they liked during the interview.
Infact Indian participants rated the videos with good music higher than other videos.
5.2 Survey Results (Refer to Appendices C)
108 Indian participants were surveyed using Google forms, amongst which 75% were in the
age group of 20 to 30 years.
 WHATSAPP MOST PREFERRED CHANNEL TO SHARE VIDEOS
35% participants choose WhatsApp as the most preferred channel to share videos while
Facebook timeline was close second.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
India Russia UK
Happiness
Freedom
Capability

 INDIANS MOST RELATE TO AMBITION, LOVE AND HONESTY
These were most voted values by the participants
 PROACTIVE VIDEOS MOST PREFERRED
Following features will be most preferred in videos by the Indian audience.
35%
31%
9%
7%
13%
5%
WhatsApp
Facebook Timeline
Messenger
Snapchat
Show on Phone
Don't Share
59.30%
52.80%
55.60%57.40%
57.40%
Ambition
Broad-mindedness
HelpfulnessHonesty
Love

 HIGHER VIDEO RATINGS BUT LESS INCLINED TO SHARE THEM
Participants rated the videos out 5, 5 being most enjoyable. Most participants rated both the videos
from 3 to 5.
However, when asked if they would like to share them, only 44% agreed to share rest most were
unsure or didn't want to share it.
0
10
20
30
40
50
60
70
Strongly
Disagree
Disagree Neutral Agree Strongly Agree
Proactive Enjoyable
Informative Useful to others
Useful to me Useful to my friends
Imp. To society Intensive
Reflects my taste First 5 seconds
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5
Coke India
Nike India

 NO IMPACT ON BRAND PERCEPTION
For most participants the video adverts failed to change their perception about the brand, some
however did agree that it might make them notice the brands more than before.
6.0 Recommendations
Following are some recommendations based on both the existing literature and findings of
this study for practitioners in Indian to keep in mind when developing a creative video ad
strategy:
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Yes No Not Sure
Coke India
Nike India
23%
1%
35%
30%
11% Made me like the brands
Made me dislike the brands
Didn't change my
perception
Notice the brand more
Buy from the brand

 Video advertisements as shown in this study should be transformational, involving
consumers with the brand and enabling them to share the message. Most
importantly because the Internet allows for a participatory culture, giving the
consumer an interactive element, such as a contest, can be used to enhance a unique
selling proposition.
 Take extra initiative in understanding the changing culture of the Indian society
before designing the video concept.
 Usage of characters like humour, knowledge, empathy, honesty and sincerity. The
goal is to create the viral phenomenon that will urge people to share it within their
community.
 The findings suggest that Indian audience prefer a video with concepts that are
proactive, enjoyable, informative and useful to other Incorporating them in the video
concept would increase the chances of it being organically shared.
 The simplified formula for a successful viral marketing campaign in India combines
creativity and an element of surprise. People like to be wowed.
 Consumption of online video content is up from 49 to 66 percent over the last year
in India. (FICCI-KPMG Report 2016) And WhatsApp being the most preferred
channel is an indication that vertical videos would have better chances of being viral.
 Make an ad that utilizes as many senses as possible. A background score that is
unforgettable and continually plays in the audience's mind can definitely urge them to
share it within their community.
A playbook has also been created with the aim to help brands and marketers in India to
design effective viral marketing/advertising strategies using video content.
7.0 Limitations and Future Research
The major limitations are definitely sample size and demographics. The small sample size and
this study’s exploratory nature suggest that further research is necessary to confirm these
findings and explore the topic of viral video advertisements in India in greater detail.
A next step in the research of viral video advertisements would be to perform quantitative
research and ethnographic examinations to see how consumers interact with the viral
advertisements and generate data to provide greater depth about the creative elements that
leads consumer sharing to virality.
Further research should focus on aspects of targeting, personality types, gender differences,
and age related to video advertisements being shared among consumers. The findings
indicate that there is a need for research not just limited to a single advertisement but a
whole viral marketing campaign.
Although analyzing entire viral campaigns issues were beyond the scope of this study, the
development of viral marketing campaigns using tools such as social networks, calls for
research in these areas. The definition of viral advertising and its effectiveness should

continue to be explored, because of the constant change and advancement in technology
and digital media. With the rapid technological and cultural change into a digital era, viral
advertising will need to be constantly monitored and is increasingly important for the
advertising and marketing industry in the near future.
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APPENDICES
Appendix A: Audience Personal Interview Responses
15 participants were shown branded video ads of Nike and Coke from India, Russia and UK.
COKE: HELLO HAPPINESS -https://www.youtube.com/watch?v=zlA9tXYxD8g
NIKE: DA DA DING -https://www.youtube.com/watch?v=1UvPZ8fD4B8
COKE: THIS IS NOT ME - https://youtu.be/nDjf5w9ZecA
NIKE: PLAY RUSSIAN - https://www.youtube.com/watch?v=NjB5LYTXgto

COKE: TASTE THE FEELING - https://www.youtube.com/watch?v=F82W3tKtr8c
NIKE: THE SWITCH - https://youtu.be/scWpXEYZEGk
Respondent
1 (Urminder)
Respondent
2 (Sunil)
Respondent
3 (Himanshi)
Respondent
4 (Raaga)
Respondent
5 (Apar)
Age 25 28 27 23 28
Gender Male Male Female Female Male
Relationship With Partner Single Single With Partner Single
Occupation Student Business Student Student Student
Education Enrolled in
PhD
Graduate Enrolled in
masters
Masters Masters
Respondent
1 (Dasha)
Respondent
2 (Mikhail)
Respondent 3
(Elena)
Respondent
4 (Anna)
Respondent
5 (Nikolay)
Age 25 29 24 26 32
Gender Female Male Female Female Male
Relationship Married Married Married With partner Married
Occupancy PR manager Geologist Beauty
therapist
Personal
assistant
Own
Business

Education Bachelor
degree
Master
degree
Bachelor
degree
Bachelor
degree
Bachelor
degree
Respondent
1 (Matthew)
Respondent 2
(Ahmed)
Respondent
3 (Scott)
Respondent
4 (Becky)
Respondent 5
(Sean)
Age 23 29 23 20 26
Gender male Male male Female Male
Relationship Single With partner Single With
partner
Single
Occupancy Student Student Student Student Student
Education Master
degree
Master
degree
Bachelor
degree
Bachelor
degree
Master degree
1. Who mostly influences your decision-making
Respondent 1
(Urminder)
Respondent 2
(Sunil)
Respondent 3
(Himanshi)
Respondent
4 (Raaga)
Respondent 5
(Apar)
Self and
Friends
Self and
Friends
Self and
Friends
Self Self and
family
Respondent 1
(Dasha)
Respondent 2
(Mikhail)
Respondent 3
(Elena)
Respondent 4
(Anna)
Respondent 5
(Nikolay)
Husband Wife Husband Parents Self/wife
Respondent 1 (Matthew) Respondent 2
(Ahmed)
Respondent 3
(Scott)
Respondent 4
(Becky)
Respondent
5 (Sean)

Self Self/family Self Self Friends,
morality
2. Who inspires you for achievement?
Respondent 1
(Urminder)
Respondent 2
(Sunil)
Respondent 3
(Himanshi)
Respondent
4 (Raaga)
Respondent 5
(Apar)
Family
members
and Public
figures
Nobody Experts and
family
members
No-one Family
members
Respondent 1
(Dasha)
Respondent 2
(Mikhail)
Respondent 3
(Elena)
Respondent 4
(Anna)
Respondent 5
(Nikolay)
Friends Friends Celebrities Public figures Friends
Respondent 1
(Matthew)
Respondent 2
(Ahmed)
Respondent 3
(Scott)
Respondent 4
(Becky)
Respondent 5
(Sean)
Celebrities Public
figures/family
No one Self Celebrities/family
members
3. What do you know or think about the brand?
Respondent 1
(Urminder)
Respondent
2 (Sunil)
Respondent
3 (Himanshi)
Respondent
4 (Raaga)
Respondent
5 (Apar)
Coke I prefer it
when I find
no healthier
options.
Take it with
Fabulous
brand. Coke
has
managed to
Coke has a
very strong
identity,
influence
customer
I personally
don’t drink
soft drinks.
But coke is
definitely
It’s my
favourite
drink. It is a
well-
established

alcohol as
well
sometimes.
But the
brand is
good though,
they are
international
and products
are easy to
find
everywhere
connect with
people
they have
done many
such ads and
concepts
which is
motivating
and
inspiring
I used to
consume
coke but
have become
little more
health
conscious. I
go for juices
now
base, doesn’t
have
product
quality but
just coz of
taste and
marketing it
has lot of
followers. I
personally
don’t
consume it. I
prefer
healthier
drinks
the largest
brand and
even you in
villages in
India, people
know about
it.
and reputed
brand in
India.
Nike Very good
brand. My
personal
favourite.
Expensive
though but
has good
quality
products
Its
innovative,
they always
come up
with
something
different,
targeted
towards a
niche
But products
are very
expensive,
hard for me
to afford.
Sells good
quality
products but
are too
expensive. I
don’t buy
from Nike.
But the
brand is
impressive
though
Nike has
been my
favourite
sports brand
from ever.
It’s a nice
brand. I use
it
Respondent 1
(Dasha)
Respondent 2
(Mikhail)
Respondent 3
(Elena)
Respondent 4
(Anna)
Respondent
5 (Nikolay)
Coca-Cola Poison,
Cleaning
product
Poison
Celebration
New Year ad
New Year ad
Cleaning
product
Celebration
Unhealthy
life style
Damaging
for health,

Celebration
Alcohol
cocktails
Unhealthy
life style
Cleaning
product
Unhealthy
life style
soft drink,
alcohol
Nike Sport
Healthy life
style
Another sport
brands
(Adidas,
Reebok)
Bright colors
Sport
Expensive
Shoes
Quality
Sport Sport,
Olympic
games
Respondent 1
(Matthew)
Respondent
2 (Ahmed)
Respondent
3 (Scott)
Respondent 4
(Becky)
Respondent 5
(Sean)
Coca-
cola
Soft drink, I
know its
massive and
huge brand.
It’s something
you shouldn’t
drink but you
drink it
anyway
Summer,
going to
the movie
theater
I don’t
usually see
there video
ads. I do use
it but don’t
watch its
adverts
happiness, as
that is there
slogan. I like
coke. Its tasty
i associate with the
logo, i recognise it
there Christmas ad
they used to do
Nike I like the
brand, I like
sports.
Quality
products and
reliable. And
their football
adverts are
brilliant
I like the
look of
Nike, but I
prefer
Adidas
because of
how it
feels.
very sport
oriented,
quite
recognizable.
I don’t use it
though.
About the
brand- very
sporty. But
it’s not my
kind of brand
I don’t buy Nike
just bought a hat
coz I liked the tick
i tend not to buy
brands
tick is the icon
4. How much have you enjoyed the video On a scale of 1 to 5?
Respondent 1
(Urminder)
Respondent
2 (Sunil)
Respondent
3 (Himanshi)
Respondent
4 (Raaga)
Respondent
5 (Apar)

Coke India 2.5 4 5 3.5 3
Nike India 3 4 3 5 3
Coke Russia 3 3 3 4.5 5
Nike Russia 3 3 2 4 3.5
Coke UK 2 5 4 5 3.5
Nike UK 4 5 2 5 4
Respondent 1
(Dasha)
Respondent
2 (Mikhail)
Respondent
3 (Elena)
Respondent
4 (Anna)
Respondent
5 (Nikolay)
Coke India 4 5 5 5 5
Nike India 5 5 5 5 3
Coke Russia 2 2 3 3 3
Nike Russia 4 3 4 5 5
Coke UK 2 2 2 2 3
Nike UK 5 5 5 5 3
Respondent
1 (Matthew)
Respondent 2
(Ahmed)
Respondent 3
(Scott)
Respondent
4 (Becky)
Respondent 5
(Sean)
Coca-
cola
India
5 3 4 4 4
Nike
India
4 1 3 5 3
Coca-
Cola
UK
1 0 4 4 2
Nike
UK
3 4 4 5 3
Coca-
Cola
Russia
2 3 4 5 3
Nike
Russia
3 3 3 4 4

5. What do you think about this video? (About the message)
Respondent
1
(Urminder)
Respondent 2
(Sunil)
Respondent 3
(Himanshi)
Respondent 4
(Raaga)
Respondent
5 (Apar)
Coke
India
I think they
were trying
to show
how coke
can live up
to its slogan
of bringing
happiness.
They intend
to push
their brand
and create a
positive
image of
themselves
As a brand
they are more
focused
connecting
people, with
other people
and sharing
the
happiness
That those
people have a
life back
home but
they are there
to earn
money, but
unable to
communicate
to talk to
families. So
they can
manage to
talk to the
families
reiterates its
own slogan
bringing
happiness, this
time there was
measurable
change in
terms of smiles
of the
labourers and
coke was
responsible of
achieving it
It is a good
feeling
advertisement.
Trying to help
people, but I
am doubtful
how much a
coke bottle
costs and will
it be beneficial
for the
labourers to
buy the bottle
and make the
call.
Making it
easier for
low wage
earners to
connect to
their family.
Showed the
concept of
plastic
money with
plastic bottle
caps
Nike
India
Trying to
portray that
women in
India are
equally
capable of
playing any
sports.
Indian
women in
athletes are
as good as
men
female
empowerment,
wanted to
promote
female apparel
Focusing on
fitness.
Encouraging
girls to come
out of their
home and play
a sport. Get fit,
get inspired
Women
power,
sportiness,
competition.
Being rough
on the edges
Coke
Russia
I didn’t
actually
joy that you
get out of
Could not
understand
I didn’t
understand
Customizing
the bottles

understand
why the dog
was
running
around. The
message
wasn’t clear
to me
being
recognized
and accepted.
And
happiness to
see your
name on a
famous
brand
why there was
a dog. I mean I
can see
everyone is
enjoying the
coke but what
was the dog
trying to find.
And since it is
in Russian, so
difficult to
guess what the
message is
with your
names.
Nike
Russia
That sports
are being
tough and
Nike can
help you do
that
be tough, if
you’re in
sports u need
to able to face
difficult
situation and
be fearless
if you can do,
you should do
Defines
comfort, you
can play sport
or dance and
do any body
movement
wearing Nike
products
Go break
bones
Coke UK That coke
can help
you deal
with
problems in
life. It can
bring
happiness
it’s very easy
to mend
relationship
if only u can
give the time,
and you are
willing to put
effort. You
should
always stand
against what
is wrong.
Song trying
to give
inspiration
and keep you
motivated
I think it
wanted to
show coke
brings
happiness
through its
taste
Coke is part of
life, no matter
what you go
through. Even
if you are sad,
happy,
fighting, make
sure coke is
there
Showed all
the life
situations
and how to
overcome
them
Nike UK That anyone
can be
Ronaldo if
they work
it’s all about
the skills,
training and
effort. You
Did not
understand
any message.
Didn’t really
understand
the message of
the video. But
it was eye
That
anything is
possible

hard
enough.
can too be
Ronaldo
candy, to see
ronaldo
Respondent 1
(Dasha)
Respondent 2
(Mikhail)
Respondent 3
(Elena)
Responden
t 4 (Anna)
Respondent 5
(Nikolay)
Coca-
Cola
India
Find
happiness in
life, because
happiness is
family.
Family values
are promoted
Women
should do
sport in
Nike’s cloth
At the core of the
ad is the charity
campaign.
However, the
company follows
its own purpose,
which is to sell
more Coca-Cola.
Miracles
happens in
everyone’s
lives. No
matter how
rich or poor
you are.
There is no
thing such
as social
class.
Family is the
most
important
thing, for this
reason Coco-
Cola bring it
up.
Nike
India
Determinatio
n, willpower,
Women
should do
sport in
Nike’s cloth.
Nothing is
extraordinar
y. I wouldn’t
say that the
ad was usual
for me, from
my point of
view it is a
music video.
Sport is a life.
Women is
interested to do
sport in order to
watch their
appearance/figur
e.
The ad was
about
achieving
goals and
doing sport
in order to
succeed in
crafting
these skills.
I wasn’t able
to understand
what the
video was
about.
Determinatio
n probably.
Coca-
Cola
UK
Coca-Cola is
present in
almost all
moments of
our life (work,
home, love,
rows)
The ad looks
like karaoke.
Probably
viewers
should sing
along. There
have been a
lot of
different
messages,
none of them
Sarcasm:
You should drink
Coca-Cola in
order to succeed
in all areas of your
life (work, love,
friends). It will
stimulate your
brain activity.
Coca-Cola
is a basic
aspect of
your life.
Wherever
you go, you
can find it
everywhere
.
Very long.
Mix of love
and
friendship
scenes.

prevailed.
Due to that I
didn’t
understand
anything. It is
a nonsense.
Song was
terrible, I
think it
would work
for younger
audience.
Nike
UK
Everything is
possible
Nike conveys
the idea of
career
development.
You just need
to work hard
The message is to
believe in yourself
and move forward
despite all
obstacles.
Hard work
is a
guarantee
of success.
You should
take your
chance.
The first
thing I
noticed was
huge
difference in
standards
living. If you
want to live
like Ronaldo,
you need to
work hard.
However, it is
not
motivating as
money is not
the goal.
Coca-
cola
Russi
a
Makes people
go and buy
Coca-Cola,
couldn’t find
any deep
meaning,
footage
without core
message
Entertaining
and cheerful
video about
hanging out
with your
friend. Btw, I
like the song.
It is all about
entertaining with
friends and
having Coca-cola.
Having a
fun time
with your
friends.
Drink Coke
and share it
with friends
Nike
Russi
a
Achieving the
goals no
matter what,
in severe
Russian
I couldn’t
identify any
message
from the ad,
the only
familiar thing
I didn’t
understand any
message. I was
confused. Fast
pace of the ad did
not allow me to
It shows
that the
way of
playing
games or
doing sport
Video shows
how taught
Russian way
of playing
might be. It
represents

weather
conditions.
was hockey
players.
find a meaning.
And I personally
don’t like the
hockey star
(Ovechkin)
in Russia is
quite
taught.
Russian
character as
well. Keep
going until
the end no
matter what.
Respondent
1 (Matthew)
Respondent 2
(Ahmed)
Respondent
3 (Scott)
Respondent
4 (Becky)
Respondent 5
(Sean)
Coca-
cola
India
Drink coke.
Trying to
convey
family. It’s a
bit
depressing.
It seemed
pretty
obvious that
they were
trying to
sell.
Coco-Cola gives
happiness in any
possible way.
They said “We
connect people
in different
countries,
because
normally they
can’t due to
financial issues.
about the
brand I don’t
usually see
there video
ads. I do use
it but don’t
watch its
adverts
Video- They
went for a
happy
commercial
lwhich is
working for
them
Message-
there
message is
trying to
help low
income
areas, by
giving
people the
oop to
phone their
families. It’s
a nice
gesture from
coke
connecting
the family,
emphasizing
the
happiness,
trying to
bring joy.
find happiness.
drink coke you
can call home

Nike
India
it feels like
how women
can play and
perform as
well as men.
There is a
stigma
around
women
playing
sports.
Jumping on the
conclusion that
women in India
needs freedom.
Music choice is
real poor, should
have used Indian
music. It would
be better, if they
have used better
music and
natural
authentic
women. They are
trying to show
that you are
super human. I
have no idea
what the brand
message is. it
doesn't feel like
an Indian advert
when you listen
to it only when
you see it we
realize.
I didn’t
understand
the message
How girls
can be
strong and
into sports
just like guys
Eve they
were sporty
they were
feminine but
not very girl
eiter. I really
liked that
balance
They were
not doing
things that
are
considered
girly
It’s cool to
see variety
it was too long
will not willingly
listen to the music
in million years
slow motions of
people doing stuff
was nice
brand message-
you are into
sports so need to
push yourself
hard, one women
was running in the
sand storm so are
you prepared to
do that
they were vastly
women
its promoting
female sporting
Coca-
Cola
UK
Message I
couldn’t get
the
message. It
was too
broad and I
wasn’t able
to see what
it was all
about.
I didn’t like the
song. Also I
didn’t like use of
word Coca-Cola
in the song lyrics
was. The
situation in the
video wasn’t
related to me as a
British citizen. It
is difficult to find
a pool in the UK.
that coke
makes us
happy. It’s a
very happy
song.
I was little
bit confused
of the
message at
the start but
at the end I
got it it was
like
overcoming
your
troubles
not into avicci, not
know cornard is,
and have the
word coke in the
video very lame,
very corporate,
showed people
have arguments
and breakups,
then showing
people
reconciling, too
long, has nothing
to with coca cola.

when u drink coke
u have
motivation, song
is like nothing can
stop me
Nike
UK
Everything
is possible
No matter how
famous you have
become you till
need to work
hard. I don’t
personally like
Cristiano
Ronaldo, but I
like the video. It
was way too
long. It was
hilarious.
that anyone
could play
football.
I think they
were saying
you can do
anything,
even if
sounds
serious. And
at the same
time they
were being
humourous
ronaldo is a
terrible actor,
trying to say you
can train hard,
work hard. and
the hashtag
"sparkbrilliance"
at the end had
nothing to do with
the video
i would associate
nike with football
than anything else
Coca-
cola
Russia
Makes
people go
and buy
Coca-cola,
couldn’t
find any
deep
meaning,
footage
without core
message
it;'s nice, if
havent seen the
first video then
probably would
have found this
better
i think they used
the russian somg
they dont have
diff age groups
who drink coke
guys dancing
and drinking
coke, doesnt feel
geniuine
but might watch
it coz it is short
but probably
wont share
message- if you
drink cole you
will have lots of
energy
happiness of
being
together
it was all
about
advertising
the name
aspect. And
excited to
find the
name
assuming that was
back when names
on the bottle
anybody can find
your name

Nike
Russia
I’m not sure.
WHEN IT IS
ENGLISH I
can say
what the
video is
about but
when
Russian I
can’t say
Probably,
hard work
and play
tough.
could have used
better music
little bit more
authentic, had
more age groups,
felt more natural
trying to show
when you wear
nike you become
super human,
which is
unrealistic
i like the advert
coz it is quite
cool and short.
how the video
started and the
music
like how the ice
hockey players
came out
first hit and the
guy who jumps,
skateboarding.
I enjoyed the
video
Very sports
oriented,
trying to
portray this
through the
video
If you buy
nike you
could do all
this.
- it was
littlbe bit
more broad,
showcasing
high energy
of sport
in russia they dont
care about how
you look, the
player missing the
tooth. felt like
selling russia more
than selling nike
, quite suprised to
see skateborading
as i dont really
associate nike
with
skateboarding)
6. When you watched this video, what did you feel?
Respondent 1
(Urminder)
Respondent
2 (Sunil)
Respondent
3 (Himanshi)
Respondent
4 (Raaga)
Respondent
5 (Apar)
Coke India Warmth,
confused
happy,
warmth,
knowledge
joyful,
inspired,
enlightened
Happiness,
pain,
warmth
Content,
nostalgia,
warmth
Nike India Initially
interested,
then
happiness,
warmth,
pride
happiness,
warmth,
Inspired,
excited and
proud
Exhilaration,
interested,

Annoyed,
bored
Coke Russia Confusion happiness,
exhilaration,
warmth
bored Happy,
heart-
melted,
Happiness,
awe
Nike Russia Exhilaration exhilaration,
awe, pain
boredom,
confusion
Inspired,
proud
Exhilaration,
happiness,
Coke UK Annoyed,
bored
happiness,
warmth,
joy Happy,
joyful
Happiness,
awe,
impressed,
Nike UK Excited,
inspired
happiness
and warmth
bored Exciting,
happy,
confused
Exhilaration,
happiness,
engaged
Respondent
1 (Dasha)
Respondent 2
(Mikhail)
Respondent 3
(Elena)
Respondent 4
(Anna)
Respondent 5
(Nikolay)
Coca-
Cola
India
Excited,
Interested,
surprised
Interested,
warmth,
knowledge
Awe, warmth,
sad
Excited,
Interested
Interested,
warmth
Nike
India
Inspiration,
awe
Confusion,
amusement
Interest,
inspiration
Confusion,
interest
Confusion
Coca-
Cola UK
Confusion,
interest
Confusion,
boredom
Confusion,
interest
Confusion,
boredom
Confusion,
boredom
Nike
UK
Interest,
inspiration,
Interest,
amused
Interest,
inspiration,
excited
Interest,
surprised
Interest,
amused
Coca-
Cola
Russia
Amused,
interest,
warmth
Confusion,
boredom
Confusion,
boredom,
warmth
Amused,
interest,
Confusion,
boredom
Nike
Russia
Interest,
inspiration,
pride
Amused,
unsure
Interest,
amused
Interest,
inspiration
Pride, in awe

Respondent
1 (Matthew)
Respondent 2
(Ahmed)
Respondent 3
(Scott)
Respondent 4
(Becky)
Respondent 5
(Sean)
Coca-
Cola
India
confusion,
warmth,
warmth,
happiness,
happiness,
warmth
happiness,
empathy
knowledge, (I
didn't know
coke was
capable of
something
like this),
warmth
Nike
India
enjoyment,
amusement
contempt,
confusion,
fast passed,
intense
exhilaration,
pride
interested,
Coca-
Cola
UK
Confused,
bored
confusion,
disgust
happiness happiness,
confusion
contempt,
disdainful,
not impressed
Nike
UK
Amused Hilarity,
exhilaration
hilarity,
nostalgia
exhilaration,
hilarity
hilarity,
disdainful,
boredom,
annoyed
(Ronaldo has
a mansion coz
he is a
footballer,
they do get
paid a lot)
Coca-
Cola
Russia
Indifference exhilaration,
happiness
hilarity,
confusion
happiness,
exhilaration
contended,
interested,
amused,
pleased
Nike
Russia
interest,
unsure
surprise,
shock,
exhilaration
amazement exhilaration,
hilarity,
hilarity, very
amused,
surprised
7. Which of following values best fits with this video?
Respondent 1
(Urminder)
Respondent 2
(Sunil)
Respondent 3
(Himanshi)
Respondent 4
(Raaga)
Respondent
5 (Apar)

Coke
India
Family,
happiness
Happiness,
family
social
recognition,
family,
happiness
Family,
happiness,
helpfulness
Happiness,
self-respect,
sense of
accomplish
ment
Nike
India
Social
recognition,
independence
equality,
freedom, and
sense of
accomplishm
ent, social
recognition
sense of
accomplishm
ent, equality,
happiness
Freedom,
ambition,
independenc
e,
Freedom,
ambition,
courage,
independenc
e
Coke
Russia
Friendship,
happiness,
exciting life
happiness,
sense of
accomplishm
ent, and
social
recognition
pleasure,
happiness
Friendship,
unity,
freedom,
exciting life
Happiness,
sense of
accomplish
ment,
wisdom
Nike
Russia
Sense of
accomplishme
nt, capability
exciting life,
capability,
courage
will power,
strength,
happiness
Freedom,
independenc
e, brave,
strong,
courage
Freedom,
courage,
ambition
Coke UK Happiness,
friendship
mature love,
ambition,
helpfulness,
imagination
happiness,
warmth,
friendship
Family,
freedom,
happiness,
friendship,
love, exciting
life, honesty
Pleasure,
happiness,
sense of
accomplish
ment
Nike UK Exciting life,
capability,
sense of
accomplishme
nt.
ambition,
capability,
imagination
and self-
control
didn’t know
what they
wanted to
depict
Capability,
imagination,
Exciting life,
sense of
accomplish
ment,
independenc
e
Respondent 1
(Dasha)
Respondent 2
(Mikhail)
Respondent 3
(Elena)
Respondent 4
(Anna)
Respondent 5
(Nikolay)
Coca-
Cola
India
Family,
happiness,
love
Family,
helpfulness,
happiness
Family, love,
happiness.
Family,
helpfulness.
Happiness,
family, love

Nike
India
Pleasure,
sense of
accomplish
ment, self
control
Exciting life,
sense of
accomplishme
nt
Sense of
accomplishme
nt, inner
harmony,
pleasure
Pleasure, self
respect, sense
of
accomplishme
nt
Courage, sense
of
accomplishme
nt
Coca-
Cola
UK
Freedom,
exciting life,
pleasure
Family, love,
the world of
beauty
Inner
harmony,
Intellect,
happiness
Love,
friendship,
forgiveness
Love, freedom
Nike
UK
Exciting life,
cheerfulness,
courage
Courage,
independence,
sense of
accomplishme
nt
Sense of
accomplishme
nt, equality
Cheerfulness,
social
recognition,
Imagination,
independence
Coca-
cola
Russia
Freedom,
family
Exciting life,
friendship,
pleasure
Friendship,
pleasure,
happiness
Friendship,
cheerfulness
Comfortable
life, happiness
Nike
Russia
Exciting life,
ambition,
sense of
accomplish
ment
Exciting life,
sense of
accomplishme
nt, courage
Courage, self
control
Courage, self
control,
ambition
Ambition,
sense of
accomplishme
nt, courage,
exciting life
Respondent 1
(Matthew)
Respondent 2
(Ahmed)
Responden
t 3 (Scott)
Respondent 4
(Becky)
Respondent 5
(Sean)
Coca-
cola
India
family,
pleasure,
comfortable life
World of
peace, family,
salvation
happiness,
family
family,
happiness
family,
happiness,
independence
Nike
India
Sense of
accomplishmen
t, ambition
Feminism,
independenc
e, equality
capability courage,
feminism,
ambition
exciting life,
sense of
accomplishmen
t, courage,
feminism

Coca-
Cola
UK
Friendship Happiness,
friendship,
pleasure
Inner
harmony
sense of
accomplishme
nt
family, sense of
accomplishmen
t, ambition,
forgiveness,
love,
Nike
UK
exciting life,
ambition
exciting life,
capability
childhood exciting life,
sense of
accomplishme
nt
exciting life,
happiness,
social
recognition,
ambition,
capability,
courage
Coca-
Cola
Russi
a
Friendship,
family, sharing,
social
recognition
comfortable
life, pleasure,
happiness
friendship exciting life,
friendship
exciting life,
salvation,
cheerfulness
Nike
Russi
a
courage,
ambition,
capability
pleasure,
courage,
freedom
ambition,
capability
Exciting life,
courage
courage,
capability, self
respect
8. Will you share it. Yes/ No and why?
Respondent 1
(Urminder)
Respondent
2 (Sunil)
Respondent
3 (Himanshi)
Respondent
4 (Raaga)
Respondent
5 (Apar)
Coke India No. Not very
moving.
Logically
doesn’t make
sense as it
would take
more money
to buy the
coke and
make the call
then to just
spend on
calling.
Yes. As it
touches
heart and
inspires
Might
personally
share. It had
huge social
impact,
showed
utility of its
own
product.
they are
bringing
society
impact along
with
No. As first
coke
products are
not good for
health. And I
don’t think
labourers
can afford to
drink coke
just to make
a phone call.
Yes. It was a
nice concept

marketing
themselves.
Also the
concept and
chosen area
was very
touching
Nike India No. Not very
unique,
Clichéd
Concept,
didn’t like
the music
Yes. As
women are
shown they
are not very
tough and
they need to
be at home
so it is good
to see that
breaks the
stereotypes.
They are
also willing
to take on
challenges
and equally
as good as
men
No, as it is
inspirational
but not very
enjoyable.
And concept
is not
innovative
Yes. It is very
interesting
and
motivating, I
really liked
music as
well
Yes, if there
will be a
shorter
version
Coke Russia No, didn’t
understand
it at all. And
the music is
stolen from
the song It’s
not my name
(the ting
tings)
No, not
appealing
not share
worthy.
Can’t make
sense out of
No. Has no
clear story,
not
appealing,
impressive
or attractive
I like dogs,
so I liked the
video. But
due to
Russian
language I
won’t share
it
Yes, as I am
an animal
lover
Nike Russia No. I
couldn’t feel
inspired or
motivated
with it
Yes. As it
shows that
you get into
any type of
sports you
need hard
work and
skill, which
No. old
concept,
nothing new
Yes, with the
ones who I
think would
get inspired
from this
Yes, it shows
sportsmen
spirit

is
motivating
Coke UK No, it seems
really
illogical, how
can coke
help u solve
problems.
And using
coke in lyrics
seems weird.
And the
music wasn’t
good too.
Yes.
It’s feel good
video, kind
of gives
positive
vide, meant
to be shared
so they can
spread it
Maybe, as
concept was
not
innovative
but song was
really
mellifluous
to the ears
Yes. I loved
the song and
the video
looks very
good
Yes, the song
fits into
every
situation of
life
Nike UK Maybe, I
liked the ad
and was
interesting
as well but
too long to
share with
someone.
Might just
show
someone
though.
Yes.
It’s good, it
gives hope,
if people put
effort they
can be as
good as
anybody
No. Not
catchy, I was
bored, it was
too long
Yes, as my
friends will
love to see
the game
Yes, it was
very
engaging
despite
being long.
Respondent 1
(Dasha)
Respondent 2
(Mikhail)
Respondent 3
(Elena)
Respondent 4
(Anna)
Respondent
5 (Nikolay)
Coca-
Cola
India
Highly likely
(VK.com,
Instant
message)
Highly likely
(VK.com,
Instant
message)
I like the idea
of
experimental
ad
No I would share
(VK.com)
I don’t share
thing, as I
rarely use
social media
Nike
India
Highly likely I wouldn’t
waste people’s
time
I wouldn’t
share
I wouldn’t
share

(VK.com,
Instant
message)
Coca-
Cola UK
I wouldn’t do it
deliberately,
probably on
occasion
No No. I don’t
tend to share
any videos.
I wouldn’t
share
Nike
UK
Highly likely
(VK.com,
Instant
message)
Highly likely
(VK.com,
Instant
message)
I like the idea
of
experimental
ad
Very likely
(VK.com,
instant
message)
I wouldn’t
share
Coca-
Cola
Russia
No No No No
Nike
Russia
I would share
in order to
show that
advertisement
in Russia might
be as good as in
West countries,
because
execution is
excellent.
No No I wouldn’t
share
Respondent 1
(Matthew)
Respondent 2
(Ahmed)
Respondent 3
(Scott)
Respondent
4 (Becky)
Respondent 5
(Sean)
Coca-
cola
India
No, coz I don’t
generally
share stuff.
Not coz of the
video)
No. If I would
share, the
video should
be more
connected to
me.
it’s a nice
gesture but it
promotes
actual selling
of the
products. So
wont share it
no as I didn’t
understand
wouldn’t it
cost as much
to buy the
coke to call
directly.
i personally
wouldnt share
it, coz i know
the video has
been made to
promote coke
products, i dont
feel my friends

would want to
see something
like this
Nike
India
wont share No, I probably
will share it a
negative way
I probably
show it to
few people,
but
personally I
could not
relate to it
ya probably I
would. As I
was inspred
to see the
girls playing.
probably not
friends wont
want tyo see it
dont know may
people who
play aports
Coca-
Cola
UK
Share No, I
hate Avicci
and I don’t
know who
Condrat is.
No Ya I will
share. I liked
the
happiness
part.
Ya, I really
liked the
song
i dont know
anybody who
would like it
the reason i
would share if
somebody
liked avicci
Nike
UK
Highly likely
(VK.com,
Instant
message)
I wouldn’t
share. I
would show it
to someone
who is related
to football.
The reason of
not sharing is
length, too
long.
- ya very
interesting
football
game. I could
relate to the
kid, as that’s
how I grew
up as well
possibly I
will share, it
was very
enjoyable.
probably not
i dont follow
football
maybe coz of
the hilarity of
ronaldo's bad
acting
Coca-
Cola
Russia
I don’t share, I
can share
Nike’s ads
not the brand
i will share,
so many of
the adverts
they bring
yes I will
share. It was
funny and I
like dogs
ya I really
like dogs,
and really
liked that
song
if i did only to
show hey this
is it like in
russia but not
for thr brand
Nike
Russia
No very rarely
the video
should click
might show it
someone who
plays ice
hockey
probably
would show
it someone,
interested in
extreme
sports
probably not,
I am not too
much ins
psort

9. Which one of the videos was the most memorable?
Respondent 1
(Urminder)
Respondent 2
(Sunil)
Respondent 3
(Himanshi)
Respondent
4 (Raaga)
Respondent 5
(Apar)
Nike UK- The
switch
Nike UK- The
switch
Coke UK-
Taste the
feeling
Nike India-
Da Da Ding
Coke Russia-
This is not
me
Respondent 1
(Dasha)
Respondent 2
(Mikhail)
Respondent
3 (Elena)
Respondent
4 (Anna)
Respondent 5
(Nikolay)
Coca-
Cola
India
 
Nike
India

Coca-
Cola UK
Nike UK 
Coca-
Cola
Russia
Nike
Russia

Respondent 1
(Matthew)
Respondent 2
(Ahmed)
Respondent 3
(Scott)
Respondent
4 (Becky)
Respondent 5
(Sean)
Coca-
cola
India

Nike
India

Coca-
Cola UK
Nike
UK
 
Coca-
Cola
Russia
 
Nike
Russia

Appendix B: Audience Personal Interviews Results
Who mostly influences your decision-making
Who will inspire you for achievement?
0
60
20
100
0
80
0 20 20 00 20 20
80
20
SPOUSE FRIENDS FAMILY SELF MORALITY
India Russia UK

How much have you enjoyed the video On a scale of 1 to 5?
The most memorable video
0
20
0
60
0
40
2020 20
60
0 0 0 0
40
20
0
20 20 20
0
CELEBRITIES PUBLIC
FIGURES
FRIENDS FAMILY SELF NO ONE EXPERTS
India Russia UK
68 68 68
62
72
80
98
90
50
85
45
90
80
65
68 68
45
75
COCA-COLA INDIA NIKE INDIA COCA-COLA
RUSSIA
NIKE RUSSIA COCA-COLA UK NIKE UK
India Russia UK

Coca-Cola India
0
20 20
0
20
4040
20
0
20
0
2020
0
40
20
0
40
COCA-COLA INDIA NIKE INDIA COCA-COLA
RUSSIA
NIKE RUSSIA COCA-COLA UK NIKE UK
India Russia UK
100
80
20
100
80
60
100
40
0
0
20
40
60
80
100
120
FAMILY HAPPINESS HELPFULNESS
Cultural values
India Russia UK

Nike India
80
0
80
60 60
20
80
0
40
0
10
20
30
40
50
60
70
80
90
WARMTH INTEREST HAPPINESS
Emotions
India Russia UK
0 0
40
0
60
40
100
60
0 0 0 0
40
0
40 40
0 20
0
20
40
60
80
100
120
Cultural values
India Russia UK

Nike UK
0 0
60
40
20
0
60
40
0 0 0
20
2
20
0 0
20 20
0
10
20
30
40
50
60
70
CONFUSION INTEREST EXHILARATION HAPPINESS PRIDE AMUSEMENT
Emotions
India Russia UK
0 0 0
40
0
60
4040 40 40
0 0 0 00 0 20
80
40
0 0
0
10
20
30
40
50
60
70
80
90
Cultural values
India Russia UK

Coca-Cola UK
60
100
0
20
0
40
0
100
0
20
40
60
80
100
120
INSPIRATION EXHILARATION HAPPINESS HILARITY
Emotions
India Russia UK
0 0
60
80
40
60
0
20
0 0
40
20
0
10
20
30
40
50
60
70
80
90
FREEDOM LOVE FRIENDSHIP HAPPINESS
Cultural values
India Russia UK

Nike Russia
0
20
60
20
100
60
0
40
60
40 40
0
0
20
40
60
80
100
120
CONFUSION BOREDOM HAPPINESS WARMTH
Emotions
India Russia UK
60 60
20
00
80 80
40
60
80
20
40
0
10
20
30
40
50
60
70
80
90
CAPABILITY COURAGE EXCITING LIFE AMBITION
Cultural values
India Russia UK

Coca-Cola Russia
0 0 0 0
60
40
60 60
0 0 0
20
0 0
60
80
60
20
0
10
20
30
40
50
60
70
80
90
INTEREST INSPIRATION SHOCK HILARITY EXHILLARATION AWE
Emotions
India Russia UK
60
80
0 0
60
40 40
0
60
20 20
40
0
10
20
30
40
50
60
70
80
90
FRIENDSHIP HAPPINESS PLEASURE EXCITING LIFE
Cultural values
India Russia UK

Appendix C: Indian Audience Survey Summary
Number of Participants- 108 Nationality- Indian
20
0
60
40
0
60 60
0
40
02 2
60
5
40
0
10
20
30
40
50
60
70
CONFUSION BOREDOM HAPPINESS WARMTH HILARITY
Emotions
India Russia UK

Appendix D: Research Undertaken
India is an exciting world of its own. Far more than just a developing economy, there are
radical changes observed in the society and its members. It is the distinct feature of the
country and its culture and the interesting changing phase of all these that has led the author
to focus on India. This section will rationalize in detail the choice of country with its bustling
advertising industry and most importantly, the rich culture.
GROWING ADVERTISING INDUSTRY
The current study would not be as relevant and useful if carried out based on a country
with a failing advertising industry. Therefore, it is equally important to draw attention to
India’s enormous advertising market.
The Indian advertising industry has been evolving at a rapid pace over the past few years due
to the proliferation of means of communication and the emergence of new distribution
channels. Statista (2016) stated that “Between 2013 and 2018, India is projected to be the
second fastest growing advertising market in Asia, topped only by China”. Traditional
channels such as radio and outdoor advertising are slowly being replaced by the Internet.

The key factors that have contributed to such development include rapid economic growth
of the country, entry of global companies, higher degree of competition, growth in media
vehicles and increase in consumer propensity (Patel, 2010).
As per the Advertising and Marketing Industry in India, (2016), "the online advertising
market in India is expected to touch Rs 3,575 crore (US$ 530 million) in 2015 from Rs
2,750 crore (US$ 407.66 million) in 2014. Of the current Rs 2,750 crore (US$ 407.66
million) digital advertisement market, search and display contribute the most - search
advertisements constitute 38 per cent of total advertisement spends followed by display
advertisement at 29 per cent."
Moreober, IAMAI (Internet and Mobile Association of India) and IMRB’s analysis of digital ad
spending by format share found that video spending grew from 12% in 2014 to 17% in 2015.
An even more important factor for the increase in digital video spending is predicted by its
performance among mobile users. A July 2015 investigation by Millward Brown into the
receptivity of mobile users in Asia-Pacific to digital video ads found that mobile users in India
were among the most receptive of any in the region, with 34% indicating they were
amenable to the format. (India's Digital Advertisers Shift Spending to Video, 2016)
CULTURAL IMPLICATIONS
In addition to the promising advertising industry, this study particularly draws on India’s rich
and diverse culture.
In order to enhance the understanding of the Indian culture, the study by Geert Hofstede
(1980) has been incorporated to break down culture into smaller dimensions that help bring
to light the differences of one culture from another. Hofstede’s study is known to be the
most comprehensive culture study till date (Smith et al., 1996).
Hofstede’s Cultural Dimensions. Hofstede in 1980 surveyed 100,000 employees of the
company IBM in more than 50 countries and identified four cultural dimensions. These were
called individualism, uncertainty avoidance, power distance, and masculinity. Eventually a fifth
dimension of long term orientation was added (Hofstede, Geert.,2011).
India’s Cultural Dimensions. As per the cultural dimension indices prepared by Hofstede
(1980) for 64 countries, India displays a high power distance (18th highest); low
individualism (25th lowest); high masculinity (25th highest); low uncertainty avoidance (9th
least) and high on Long term orientation (8th Highest). The following table shows India’s
position on the cultural dimension index.
Each of the five cultural dimensions in case of India is presented below. In terms of
individualism and masculinity, brief overview of noticeable changes have been discussed.
Power distance is defined as “the extent to which the less powerful members of institutions
and organizations within a country expect and accept that power is distributed unequally”
(Hofstede, Geert.,2011). This dimension reflects the consequences of power inequality and
authority relations in society, and consequently influences hierarchy and dependence
relationships in the family and organizational contexts.

India scores very high on the power distance scale, with a ranking of 77 compared to a
world average of 56.5 (Zhang and Thakur, 2008). Such a high index indicates a high level of
inequality of power and wealth accepted within the society as a norm. As per the
researcher’s firsthand experience of the Indian culture and confirmed by Zhang and
Thakur’s (2008) study,
 There is a strong presence of social hierarchies.
 Rank and age are important determinants of the power of an individual. In any kind
of a setting, discussions and decisions are led by senior members and those in the
lower ranks are meant to follow. Questioning senior’s opinions or “answering back”
are unacceptable behaviours.
 The importance of ranking is also visible in addressing people by their position or
relations. It is very rare to hear one call his/her boss by first name. Use of prefix
such as Sir or Ma’am, and relationship terms such as brother/sister, uncle/aunt, etc. is
a norm. Workers from the lowest ranks in an organization or a household address
seniors as “sahib” or “mem-sahib” meaning “master” or “mistress” respectively.
 Being a highly religious country, it is not uncommon to find people who worship
their seniors or employers as forms of god/goddess, especially in rural India. Younger
members of the family bow down to touch the feet of their elders even today.
Individualism–collectivism describes the extent to which the society values group-norms or
individual freedom. According to Hofstede, individualism pertains to “a society in which the
ties between individuals are loose: everyone is expected to look after himself or herself and
his or her immediate family only".
With a low score of 48 on the index, India holds a strong sense of community. Individuals
tend to put others before him/her, for instance his/her friends or family. Zhang and Thakur
(2008) accurately mention that there is a noticeable lack of privacy and a smaller concept of
personal space.
 “Friendship” takes a different meaning in the country, where friends often force an
individual to do something for the pleasure of the whole group.
 Travelling alone is seen as strange and unsafe. Society plays an important role where
people constantly worry about what the neighbours might say about one’s doings or
possessions. Age old expressions like “Log kya kahenge” meaning “what will people
say” are still existent in the country.
 Success is enjoyed from the perspective of a group rather than an individual (Indian
Culture and Work Organizations in Transition, 2016). Thus, respect is often
subjective to how others perceive an individual. Such traditions of communal values
further support the social hierarchical structures.
However, these traditions might be changing along with the changing social values in India
today.
Sinha, Jai B. P. (2014) suggested a mix of collectivist and individualistic behaviour among
Indians depending on their interests and needs. Extended family traditions are also
undergoing change, increasingly substituted by nuclear families.

Masculinity focuses on the degree to which ‘masculine’ values like competitiveness,
achievement, the acquisition of wealth and success are valued over ‘feminine’ values like
relationship building and quality of life. This dimension also deals with the acceptance of
certain gender role differentiation in the society.
India has a high masculinity ranking at 56, with the world average at 51 (Zhang and Thakur,
2008). While as a masculine society Indians emphasize materialism and wealth, the Hindu
religion denounces such values in favour of nurturance and care for other beings. Traits
from both poles of the dimension are thus existent in the Indian culture especially with the
modern development. Indians are increasingly attracted by western consumerism and
materialistic behaviour, while keeping in touch with their traditional roots.
However, in terms of the gap between gender roles in a society, India is highly masculine
even today. Although women in business have grown to be common in India in the last few
years, it is not deniable that men still command more respect and power, especially from
other men. (Zhang and Thakur, 2008, p. 13).
Uncertainty avoidance refers to “the extent to which people feel threatened by uncertainty
and ambiguity and try to avoid these situations” (Hofstede, 2011). This dimensions deals
with the need for well-defined rules for prescribed behaviour. In terms of this dimension,
India ranks low with a score of 40 compared to the world average of 65 (Zhang and Thakur,
2008).
 Superstitious and religious beliefs in fate and destiny are still prevalent. The notion of
“everything happens according to God’s plan” is influential in the decision making and
risk-taking behaviour of many Indians.
 Moreover, with the growing competition in the market, people are willing to take
more risks and take pride in such masculine behaviour.
 When dealing with rules and regulations, Indians are rather flexible and bribery is not
uncommon to go around such rules. Indians are also less anxious to show emotions
in public, which can be traced to the importance of social respect.
 Another reason could be the respect given to those who show masculine traits of
taking higher risks. Thus the prevalence of low uncertainty avoidance in India is
continuously strong.
Overall, India shows a mix of strong tradition of its cultural values at the same time as it is
undergoing rapid change. Although the cultural values used in Indian advertisements are
symbolic of western as well as eastern culture, it is still unclear how Indian respond that in
terms of wanting to share it further.
A further understanding of concepts like Viral marketing and what makes consumers share
might shed some light on this.
ELECTRONIC WORD-OF-MOUTH
The growth and evolution of the Internet and social media constructs, by conveying
consumers a number of different venues to share opinions, preferences, and experiences,
dramatically facilitate consumers’ interactions. Therefore, word-of-mouth in online space
has become an important phenomenon that has been calling for attention of both marketers
and academics (Arnaud De Bruyn 2008).

A large amount of research focused on interpersonal influence in electronic word-of-mouth
has been conducted in recent years, showing how it differs from that occurring in
conventional environments
First, being exchanged in computer mediated settings, electronic word-of-mouth
communications are much less limited in terms of both scale and scope of influence as it
allows individuals to reach and connect to a much larger number of individuals with minimal
efforts (Gui-sheng Y, 2011). Second, it also provides individuals the possibility of
connecting to others “around the clock”, either synchronously (via instant messaging) or
asynchronously (via email). Third, it allows marketers to closely monitor and measure
the impact of word-of-mouth on business outcomes (Campbell A, Buzz Management, 2012).
Furthermore, as traditional word-of-mouth, electronic peer-to-peer communications, have
proven to influence consumers’ behaviours. Nevertheless, marketers are conscious of
customer-leveraging opportunities the Internet offers (Marketing and consumer behavior
concepts methodologies tools and applications, 2015), and thus electronic peer-to-peer
referrals have become an important feature that marketers have tried to exploit its
potential with viral marketing campaigns (Arnaud De Bruyn 2008).
VIRAL MARKETING
Kaplan and Haenlein (2011) describe viral marketing as “electronic word-of-mouth whereby
some form of marketing message related to a company, brand or product is transmitted in
an exponentially growing way, often through the use of social media applications”.
From a practical standpoint, it is a strategy through which people pass along the message to
other people on their email list or attach advertisements on their messages. From, a
marketing standpoint, it embodies creating a system to encourage individuals to diffuse
marketing information they receive in a hypermedia environment; information they
recognize as favorable or captivating, either being by design or by accident, (Internet-
induced marketing techniques: Critical factors in viral marketing campaigns, 2008).
Although this fascinating phenomenon has been, for some marketers, perceived as a mere
PR tool to which they did not see themselves in control of (Internet-induced marketing
techniques: Critical factors in viral marketing campaigns, 2008), its potential has become
tremendously popular, and numerous brands such as Budweiser, De Beers, eBay, Tequilla,
Kellogg’s, Levi’s, Nestlé, Procter & Gamble, Scope Mouthwash and Virgin Cinemas have
succumbed to the viral marketing crusade.
Yet, there is still much to explain; uncertainty concerning how this phenomenon works and
exact mechanisms that make it successful still exists, which is probably the reason why it is
currently perceived as more of an art than a science (How to Catch on to Viral Marketing,
2001).
The considerable attention paid to viral marketing in the literature gives evidence to believe
that several benefits can be obtained from viral marketing. Dobele, Toleman and Bevrland
(2005), denote viral marketing’s main advantages as being three.
 First, as the consumers who pass along the message to their contact lists carry
transmission costs, viral marketing incurs very little expenses.

 Second, as it makes use of peer-to-peer distribution and thus message forwarding is
voluntary, making it to be viewed more favourably.
 And third, as the forwarders know better which of their friends are more likely to
be interested in reading the message, it allows a more effective targeting.
Nevertheless, besides considerable benefits viral marketing campaigns cannot be considered
risk free; like all marketing triumphs it can hit or miss. Moreover, viral marketing, by nature,
is frequently more controversial and uncertain than traditional techniques and not using it
properly can backfire and generate negative buzz (MindComet 2006).
Perhaps, the most critical risk is the lack of marketers’ control concerning the spread of the
message and also the content of such transmission (Internet-induced marketing techniques:
Critical factors in viral marketing campaigns, 2008).
 The inappropriate use of viral marketing can become counterproductive and
generate unfavourable word-of-mouth which may result in negative attitudes toward
the brand and/or the product (Internet-induced marketing techniques: Critical
factors in viral marketing campaigns, 2008).
 Lastly, the inexistence of ethical standards can result in consumers feeling used and
cheated (Internet-induced marketing techniques: Critical factors in viral marketing
campaigns, 2008) and seeing viral messages as invasive (Viral Marketing or Electronic
Word-of-Mouth Advertising, 2004).
WHY CONSUMER SHARE INFORMATION VIRALLY
As stressed by Unruly, there is an emotional side to consumer behaviour that can and
should not be ignored.
Emotional content has the ability to form or change a consumer’s attitude towards an
advertisement. Previous research finds that people are more likely to share positive
content that elicits emotion (Forwarding Viral Messages: What Part Does Emotion Play?,
2006). Berger and Milkman’s findings suggest that not only do people share content that
contains useful information, but sharing occurs for the emotional experience. Their research
shows that people share messages with emotional content to allow others to understand
how they feel, obtain sensation, reduce feelings of dissonance, strengthen social
connections, and enhance identity. Therefore the following sections discuss these causes in
detail. (Social transmission, emotion, and the virality of online content. 2009)
The Role of Emotion
In Dobele, Lindgreen, Beverland, Vanhamme, and van Wijk’s (2006) experiments of online
video messages, the single most important factor of the ten viral campaigns studied was the
ability of the message to capture the imaginations of the recipients. (Forwarding Viral
Messages: What Part Does Emotion Play?, 2006)
 Some people share messages as an extension or reflection of their own self-image
(Internet-induced marketing techniques: Critical factors in viral marketing campaigns,
2008).

 People like to share information so that they can seem knowledgeable. Sharing
specific messages such as a kind-hearted message can indicate the type of person an
individual is (Understanding Humor through Communication: Why Be Funny,
Anyway?, 2015).
 If there is going to be a sense of gratification from sharing a message or if it will be
useful to the receiver, sharing is more likely to occur. Most people believe that
passing along messages will help others that they send it to by generating a good
feeling, making them smile, giving them information, or inspiring them.
 Also a message is more likely to spread if it is personalized and relevant to the
receiver. The emotion of the message must associate with the brand or product,
and target the right audience (Forwarding Viral Messages: What Part Does Emotion
Play?, 2006).
 A message is most likely to be shared when the emotion being used is the same
emotion that the subject is already experiencing.
 A positive message will resonate more with someone who is already in a good
mood. Research shows that message with humour and surprise can change pre-
existing moods.
 According to Phelps, Lewis, Mobilio, Perry, and Raman (2004), Messages that spark
strong emotion – either humour, fear, sadness, or inspiration – seem to be those
messages that are most likely to be forwarded. (Viral Marketing or Electronic
Word-of-Mouth Advertising, 2004)
SUCCESSFUL VIRAL MARKETING
According to Dobele, Toleman and Beverland (2005), “successful viral marketing depends
on consumers perceiving value in transmitting the message to others without feeling used in
the process”. (Internet-induced marketing techniques: Critical factors in viral marketing
campaigns, 2008)
Marketers and academics, either by examining viral marketing strategies implemented by
marketers or by probing consumers’ mindsets, have been striving to better understand how
to trigger and control this marketing “infection”.
Kaplan and Haenlein (2011), consider that three conditions must be fulfilled in order to
make a marketing campaign go viral.
 The first critical requirement involves carefully selecting targets that will spread the
message; consistent with classical laws of concentration, they state,“20% of
messengers can be expected to carry 80% of the load”.
 The second critical element consists on getting the right message. Marketers should
consider designing messages consistent with those specific viral drivers.
 The last element conditioning a marketing campaign viral success mentioned is the
environment, which includes two additional conditions to be attained. First, taking
into account that messengers do not forward information they consider “everybody”
knows, marketers should focus on creating messages that lead to high reproduction
rates rather than concentrating only in sending them to as many seeds as possible.
Second, they add, “some plain old good luck” is required.

Woerndl, Papagiannidis, Bourlakis and Li (2008), also identify, based on literature
understanding, what they consider to be the five critical factors influencing the success of
viral marketing campaigns. (Internet-induced marketing techniques: Critical factors in viral
marketing campaigns, 2008)
 The first factor referred is the overall structure of the campaigns. They propose that
it has not only to stimulate viral activity but also to address legal and ethical issues in
order not avoid jeopardizing the company image.
 The second critical element regards the characteristics of the product or service
being marketed; whether some products/services may be natural candidates for viral
marketing campaigns, others may not.
 Another critical factor is the content of the message. In order to make receivers
voluntarily become active message transmitters, overall, the message has to capture
their imagination, entertain and even intrigue them.
 The fourth factor is related to the characteristics of the diffusion; whether the
message reaches the right audience, the speed it is transmitted and whether it
spreads exponentially among the audience.
 Finally, the fifth critical element is the peer-to-peer information conduit; type of
channels available to message transmitters and the ones used to transmit the
message, as well as technologies employed by transmitter to pass along the message
and technologies employed by receivers to get it.
Even though viral marketing can represent an effective marketing communication strategy, it
is still difficult to find substantial evidence supporting how this fascinating phenomenon
works.
ADVERTISEMENT SKEPTICISM
Electronic word-of mouth has dramatically facilitated consumers’ exchange of information,
either by emails, online blogs, newsgroups or customers’ reviews, consumers are now able
to share information much easier than ever before.
On one hand, this interconnectivity can convey several advantages for marketers such as an
easier spread of consumers’ communications about products and/or services, which in turn
can trigger product innovations diffusion and adoption. While on other hand, however, this
fragmentation of media usage habits and patterns allows consumers to exert greater control
over information (Kimmel, Connecting With Consumers Marketing For New Marketplace
Realities 2010), and it does that in such a way that neither marketers nor brand managers
can fully control (Shankar V., 2012). So what is changing is that Traditional advertising is
becoming less effective (Viral marketing as epidemiological model, 2015) and marketers,
attempting to find new models of doing business, have been forced to implement a
“scorched earth” mindset. Saturation of the marketplace with advertisement messages
inside and outside social networks has shown to be not only costly but also inefficient
(Kimmel, Connecting With Consumers Marketing For New Marketplace Realities 2010) and
Consumers’ attitudes toward marketing are changing; they have lost their ability to
differentiate between the innumerous advertising messages they are exposed to, and, as a
continuing effect of deceptive advertising, have lost their trust in what companies are saying

(Social Media as a Marketing Tool, 2013). This tendency to disbelieve in advertising claims
and tactics has been defined by Obermiller and Spangengerg (1998) as advertising
skepticism. Trusov, Bucklin and Pauwels (2009) shared that skeptic consumers demonstrate
having more confidence on friends and trials while regarding advertising informational
appeals as not trustful and thus not worth processing.
Therefore, more and more consumers are avoiding advertising when they can and are
promptly using products to screen, block and skip marketing messages. What is more,
research about this topic gives evidence to believe that there is a relationship between this
negative attitude toward advertising and willingness to buy advertised brands (Ad
Skepticism: The Consequences of Disbelief, 2005). These new realities that have been
transforming consumers’ attitudes toward marketing and moving the balance of control
from marketers to consumers, represent major challenges for marketers these days.
Though, it would be misleading to sustain that consumers are completely immune to
advertising. Obermiller, Spangenbergs and MacLachlan (2005), in a study investigating the
effects of consumer skepticism toward advertising, revealed that even highly skeptical
consumers tend to demonstrate openness to emotional appeals. They also suggest that
skepticism, as “both a cause that encourages advertisers to be honest and an effect of
consumer experience of dishonesty”, may be healthy for the marketplace by encouraging
advertisers to engage in more honest communication with consumers. Moreover, the
degree to which they rely on peer information gives evidence to conclude that advertising
can have an indirect impact by persuading their friends.

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