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most citedThe Key Elements of Viral Advertising. From Motivation to Emotion in the Most Shared Videos

79 citations

researchers with a paper here

Alberto Dafonte-Gómez1 · h 5
Gaetano Lambiase1
Herman J. Mosquera Cuesta1
Jonas P. Pereira1

collaborating institutions

Centro de Investigación y DesarrolloES1 paper
Confederación Estatal de Personas SordasES1 paper
Dassault Systèmes (France)FR1 paper
European CouncilBE1 paper
Instituto Federal de Educação, Ciência e Tecnologia do CearáBR1 paper
Istituto Nazionale di Fisica NucleareIT1 paper
Istituto Nazionale di Fisica Nucleare, Gruppo Collegato di Salerno1 paper
Istituto Nazionale di Fisica Nucleare, Sezione di NapoliIT1 paper
OriGene (United States)US1 paper
Universidad de Los AndesCO1 paper
Universidade de VigoES1 paper
Universidade Federal do ABCBR1 paper

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cs.SI2015★ 79 cited

The Key Elements of Viral Advertising. From Motivation to Emotion in the Most Shared Videos

Alberto Dafonte-Gomez

From its origins in the mid 90s, the application of the concept of virality to commercial communication has represented an opportunity for brands to cross the traditional barriers…