New publication about viral ads

This week a new publication of ours was published:
Ketelaar, P. E., Janssen, L., Vergeer, M., van Reijmersdal, E. A., Crutzen, R., & van ‘t Riet, J. (online first). The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites. Journal of Business Research.

Below is the abstract

This study investigates which factors predict whether consumers will pass on viral advertising communications to their friends on a social network site. A conceptual framework consisting of three attitudinal and three social predictors of forwarding online content was tested using three real-life advertising campaigns that were spread simultaneously through the Dutch social network site Hyves. Results show that viral advertising pass-on behavior was significantly predicted by a positive attitude toward the brand, the advertisement, and toward viral advertising in general. For two of the three advertisements participants were more likely to forward the advertisement when the advertisement was received from a friend rather than a company. The present study is the first to investigate the predictors of actual pass-on behavior of viral advertisements in the context of a social network site, thereby significantly contributing to existing knowledge on the drivers of viral advertising success.

North and South Korea and the media

Yesterday the dutch PSB news program aired a small item about South Korean radio targetting people in North Korea. A nice example of how low tech and low tech media can facilitate political activism.
Radio is sort of a forgotten medium, receiving little attention in academics that nowadays predominantly focuses on newspapers, TV and the Internet. Yes, I am guilty as well, although I once did a project on national radio channels (profiling Radio 1 and Radio 3 in terms of music repertoire).

As for North and South Korea, I’m curious how things will develop in the near future with the possible transfer of power from Kim Yong-il most likely to his son Kim Yong-un.

PSB news program item. The voice-over and subtitles are in Dutch. The Koreans of course speak Korean.

On a related matter, these commercials were once aired in the Netherlands. They received a lot of positive comments in the Netherlands. I’m curious how South Koreans feel about these video’s. I can imagine that these can be perceived with more apprehension in North and South Korea. Please comments on this post, or do so directly using my email address.
First commercial:

Follow-up commercial with Guus Hiddink, the highly respected football coach that brought the South Koreans to the semi-finals of the World Cup in 2002.