A Typology of Viral Ad Sharers Using Sentiment Analysis
Viral advertising is the most popular manifestation of viral marketing phenomena. The purpose of this study is to demonstrate sentiment analysis as a promising tool to quantify consumer responses towards branded viral video advertisements and thereupon, propose a sentiment-based typology of viral ad...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Pergamon
2019
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| Online Access: | http://hdl.handle.net/20.500.11937/74562 |