The authors would like to thank the Keta-Keta Advertising Firm from Tel-Aviv Israel for their contribution to the current research project.
Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel
Version of Record online: 2 SEP 2008
© 2008 International Communication Association
Journal of Computer-Mediated Communication
Volume 13, Issue 4, pages 959–972, July 2008
How to Cite
Golan, G. J. and Zaidner, L. (2008), Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel. Journal of Computer-Mediated Communication, 13: 959–972. doi: 10.1111/j.1083-6101.2008.00426.x
- Issue online: 2 SEP 2008
- Version of Record online: 2 SEP 2008
Based on a computer mediated word of mouth approach, viral advertising represents the latest online advertising phenomenon. The current study provides one of the first empirical investigations of viral advertising. It uses Taylor’s six-segment message strategy wheel as a theoretical framework. A content analysis of 360 viral ads revealed that advertisers predominantly based their message strategies on an individual ego oriented appeals that were based on such themes as humor and sexuality.