A recent publication in the International Journal of Business Competition and Growth has shed light on the factors that significantly impact consumer behavior and purchasing decisions when it comes to viral videos. This study, utilizing a substantial pool of 621 survey samples, aims to enhance our comprehension of the specific elements that hold the greatest sway over viewers.
The research identifies several key facets that play pivotal roles in influencing consumer behavior and purchase choices through viral videos. These essential components encompass entertainment value, brand awareness, source credibility, informativeness, interactivity, and incentives.
Entertainment stands out as one of the primary driving forces behind the success of viral videos. Captivating and amusing content has proven to be highly influential in capturing the attention of potential consumers, fostering positive associations with brands or products showcased in these videos. By leveraging humor, wit, or ingenuity, marketers can effectively engage their target audience and establish lasting impressions.
Brand awareness is another crucial element that significantly impacts consumer behavior. Viral videos provide an ideal platform for companies to bolster their brand recognition and visibility. When a video manages to create a strong association between the brand and its core values, viewers are more likely to develop a favorable attitude towards the brand, which can, in turn, influence their purchasing decisions.
Source credibility plays a vital role in shaping consumer perception and behavior. When viral videos are associated with credible and trustworthy sources, such as renowned influencers, experts, or reputable organizations, viewers are more inclined to trust the information conveyed. The presence of credible sources enhances the perceived reliability and authenticity of the video’s content, thereby positively affecting consumer attitudes and purchasing intentions.
Informativeness is another critical factor that deeply influences consumer behavior. When viral videos offer valuable information, insights, or solutions to problems, they establish themselves as authoritative and reliable sources of knowledge. Viewers tend to gravitate towards videos that provide them with relevant and useful information, increasing their likelihood of considering the featured brand or product as a viable option.
Interactivity is an increasingly crucial aspect of viral videos and consumer behavior. Videos that allow viewers to actively engage with the content, such as through comments, likes, or sharing, foster a sense of involvement and participation. This interactive nature enhances the overall viewer experience and promotes a stronger connection between consumers and the brand, potentially leading to increased brand loyalty and purchase intent.
Last but not least, incentives employed within viral videos can have a significant impact on consumer behavior. By offering rewards, discounts, or exclusive deals, brands can effectively stimulate interest and motivate consumers to take action. Incentives provide an added value proposition, creating a sense of urgency and prompting viewers to consider making a purchase or engaging further with the brand.
Understanding these various elements and their influence on consumer behavior and purchasing decisions is crucial for marketers aiming to harness the power of viral videos. By strategically incorporating entertainment, brand awareness, source credibility, informativeness, interactivity, and incentives into their video marketing campaigns, businesses can effectively shape consumer perceptions, drive engagement, and ultimately boost sales.
