Self-Presentation Potential as a Significant Motivator for Sharing Video Advertisements on Social Networking Sites
Individuals, advertisers and cultures alike have been fascinated with viral content and its remarkable reach since the formation of the social web. Past research has uncovered commonalities amongst viral content, but little research has considered the role of social networking sites and self-presentation via online sharing. While past studies have focused upon evoked emotions and the entertainment value of an advertisement in relation to the likelihood an individual would share the piece of content, this study tests three motivators: brand association, entertainment value and self-presentation potential. College students (N=100) were presented with four viral video advertisements and asked questions regarding the videos’ attributes and the likelihood they would share the video online. This process was done in order to determine which of the three categories were the most influential motivator and predictor of online sharing behavior. It was hypothesized and found that self-presentation potential was the most significant predictor of sharing behavior over and above brand association and the entertainment value of the advertisement. These results have remarkable importance as even more value is being placed upon online video advertising, social networking sites and our online images.
Franklin and Marshall College Archives, Undergraduate Honors Thesis 2015
- F&M Theses Collection