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Viral video advertisements: Uses and...

Hustead, Arron D.

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Viral video advertisements: Uses and gratifications research.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Viral video advertisements: Uses and gratifications research./
Author:	Hustead, Arron D.
Description:	72 p.
Notes:	Source: Masters Abstracts International, Volume: 51-03.
Contained By:	Masters Abstracts International51-03(E).
Subject:	Journalism. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1521088
ISBN:	9781267709660

Viral video advertisements: Uses and gratifications research.
Hustead, Arron D.

Viral video advertisements: Uses and gratifications research. - 72 p.

Source: Masters Abstracts International, Volume: 51-03.

Thesis (M.A.)--University of Missouri - Columbia, 2012.

This research seeks to ascertain the uses and gratifications achieved by their choice to disseminate video advertisements that they view on the internet, allowing the advertisement to spread in a viral nature. The goal is to determine what gratifications are popular among college-aged individuals and how those gratifications change depending on the type of video as well as the content. The research is completed through a series of three small group sessions and an online questionnaire made available through the questions feature on Facebook. Upon examination of the data, it becomes clear that both young men and women in the age demographic targeted by this research seek to spread these videos in order to interact socially online with their friends and potentially provide their friends with humor. Women also showed a higher sense of concern for how spreading a video would affect their reputations than did men.

ISBN: 9781267709660Subjects--Topical Terms:

576107
Journalism.

Viral video advertisements: Uses and gratifications research.
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020 $a 9781267709660
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100 1 $a Hustead, Arron D. $3 3169483
245 1 0 $a Viral video advertisements: Uses and gratifications research.
300 $a 72 p.
500 $a Source: Masters Abstracts International, Volume: 51-03.
500 $a Adviser: Mike McKean.
502 $a Thesis (M.A.)--University of Missouri - Columbia, 2012.
520 $a This research seeks to ascertain the uses and gratifications achieved by their choice to disseminate video advertisements that they view on the internet, allowing the advertisement to spread in a viral nature. The goal is to determine what gratifications are popular among college-aged individuals and how those gratifications change depending on the type of video as well as the content. The research is completed through a series of three small group sessions and an online questionnaire made available through the questions feature on Facebook. Upon examination of the data, it becomes clear that both young men and women in the age demographic targeted by this research seek to spread these videos in order to interact socially online with their friends and potentially provide their friends with humor. Women also showed a higher sense of concern for how spreading a video would affect their reputations than did men.
590 $a School code: 0133.
650 4 $a Journalism. $3 576107
650 4 $a Web Studies. $3 1026830
650 4 $a Business Administration, Marketing. $3 1017573
690 $a 0391
690 $a 0646
690 $a 0338
710 2 $a University of Missouri - Columbia. $3 1017522
773 0 $t Masters Abstracts International $g 51-03(E).
790 $a 0133
791 $a M.A.
792 $a 2012
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1521088