ABSTRACT

This research adopts the PAD model of emotions (i.e., pleasure–arousal–dominance) and conducts two survey studies to empirically test the role of emotions in viral advertising. Study 1 confirms the positive role of pleasure, arousal, and dominance in making a video commercial spread virally. Results demonstrate that dominance is the strongest predictor among the three dimensions to explain increased share and purchase intentions. More importantly, Study 2 shows that psychological empowerment is the underlying mechanism that explains the effects of dominance on both share and purchase intentions. Theoretical and practical implications are discussed.

中文翻译：

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赋予情感：病毒式广告中分享和购买意图的驱动力

摘要

本研究采用情绪的 PAD 模型（即愉悦-唤醒-支配），并进行了两项调查研究，以实证检验情绪在病毒式广告中的作用。研究 1 证实了愉悦、唤醒和支配在视频广告病毒式传播中的积极作用。结果表明，支配地位是解释增加的份额和购买意愿的三个维度中最强的预测因子。更重要的是，研究 2 表明，心理授权是解释支配地位对分享和购买意图的影响的潜在机制。讨论了理论和实践意义。