The authors test six theoretically-derived hypotheses about ad characteristics that influence digital sharing. Two completely independent field studies test these hypotheses using over 11 measures of emotions and over 60 ad characteristics. The results are consistent with our theory and robust...

Companies have attracted viral advertisements in recent years, yet little is known how exactly it works from a consumer behavior point of view. This study contributes to how emotional triggers (e.g. positive emotion, negative emotion, tone) of YouTube viral videos affect attitudes e.g. like,...

This paper studied 1942 products from Amazon.com to examine how online review sentiment affects sales. The findings show that controlling for the volume of online reviews, the online review sentiment does affect sales. Additionally, product price serves as a moderator for this impact; however,...