Marketing in a socially connected world: the impact of value on sharing of commercial videos

The viral marketing offers answers for the structuring and disseminating fast and large-scale information in favor of content, products, and their brands. Sustained by the growth of technological users, social networks and mobile technology, video viewing, posts, and sharing, it has become an everyday action. Thus, the organizations started to produce commercial videos and dissemination them in the social networks, where consumer users share what they identify themselves with. Lister (2018) highlights that a video that is socially shared generates 1.200% more shares than the text and images combined. Video is a trend in terms of online communication, as millions of dollars are spent on these efforts to persuade and generate an impact on their audiences target monthly (Lister, 2018). However, most of the studies about video sharing are related to consumer content, not firm generated content. In this sense, the central objective of this study is to identify the antecedents of commercial video sharing and its impact on the consumers' attitudes. The videos that were mostly seen on YouTube in 2017 and the top of mind brands were selected as the research's corpus. A total of 368 questionnaires were collected, preceded by the viewing of the videos that were selected. The results reveal significant impacts of the entertainment value and utility value with the intention of sharing videos, but the social value has no significant impact. In this sense, this study contributed by identifying content and persuasion strategies for firms in order to earn media from sharing of commercial videos, which every day more represent a larger share in the organizations' communication budget.