Measuring the Role of Attitudes on the Relationship between Emotion in Viral Video Advertisement and Behavioral Intentions “An applied Study to Youth of Internet Users in Egypt”

Abstract

Every advertising agency hopes to make its campaign reach millions of people, in traditional marketing it costs a lot, while viral video advertisements can overcome such problem, therefore, viral marketing is the marketing language that organization should learn and speak. The emotional content of viral video advertisement builds an emotional connection with brands that can shape the customers’ attitudes toward an advertisement and their behavioral intentions. The current study aims to clarify the role that attitudes plays as a mediating variable in the relationship between emotion in viral video advertisement and behavioral intentions, which in turn help advertising agencies to measure the extent to which they follow the marketing methods that can maximize the benefit of affecting consumers behavioral intentions through using nontraditional methods such as viral video advertisements