The persuasion cues that make video advertising go viral: a conceptual replication and extension comparing viral vs. Non-viral advertising Article

Fernandes, Juliana, Segev, Sigal. (2026). The persuasion cues that make video advertising go viral: a conceptual replication and extension comparing viral vs. Non-viral advertising . 32(3), 282-308. 10.1080/13527266.2024.2376918

cited authors

  • Fernandes, Juliana; Segev, Sigal

authors

publication date

  • April 3, 2026

keywords

  • ATTITUDE
  • Business
  • Business & Economics
  • Communication
  • ELABORATION LIKELIHOOD MODEL
  • EMOTIONS
  • FEATURES
  • FOOD
  • IMAGE
  • IMPACT
  • SOCIAL MEDIA
  • Social Sciences
  • TELEVISION
  • Viral vs. non-viral advertising
  • comparative study
  • content analysis
  • elaboration likelihood model
  • video advertising

Digital Object Identifier (DOI)

publisher

  • TAYLOR & FRANCIS LTD

start page

  • 282

end page

  • 308

volume

  • 32

issue

  • 3