A Typology of Viral Ad Sharers Using Sentiment Analysis

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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...

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Bibliographic Details
Main Authors:	Kulkarni, K., Kalro, A., Sharma, D., Sharma, Piyush
Format:	Journal Article
Published:	Pergamon 2019
Online Access:	http://hdl.handle.net/20.500.11937/74562

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