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The Effects of Positive and Negative Emotion on Viral Marketing Effectiveness
Danang Satrio (a*) Sony Heru Priyanto (b) Albert K.N.A. Nugraha (c)

Universitas Kristen Satya Wacana


Message content becomes a critical factor for the success of viral marketing for cultural product. The appropriate content allows a receiver to remember the content, in particular, when emotion attributes embeds in the viral content. A receiver might be willing to continue the viral content and such content potentially spreads such as ‘endemic- and ‘contagious-. The purpose of this study is to investigate the role of emotion attributes in the viral content which arouse emotion and, in turn, affecting the intention to engage. The object of this study is viral marketing for Batik and this study makes use of experiment design. The results indicates that emotion attributes in viral content distinguish intention to engage.

Keywords: Viral Marketing, Emotion, Content, Intention to Engage

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Danang Satrio)

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