EMOTIONAL DYNAMICS IN VIRAL MARKETING: UNRAVELLING THE IMPACT OF CONTENT, AUDIENCE, PLATFORM, AND TIMING

Abstract

This research centres on investigating the facial emotional dynamics inherent in viral marketing, elucidating the influence of content, audience demographics, platform attributes, and temporal factors on the virality of content. By scrutinizing these variables, the study endeavours to furnish marketers with pragmatic insights to enhance the efficacy of viral marketing campaigns. Data on audience engagement is quantitatively analysed in this study. Information was gathered from 213 people who resided in different Saudi Arabian cities. The gathered data examines several viral marketing content categories on various digital channels. Analytical techniques such as factor analysis and structural equation modelling using Amos were employed to investigate and verify the connections among content, audience, platform, time, and virality. The study's conclusions provide important new information about the cognitive dynamics of commercialised viruses. First, a piece of content's emotional resonance has a big impact on audience participation and sharing patterns, which in turn affects how viral it becomes. Second, as emotionally intelligent audiences are more likely to interact with and share emotionally charged content, emotional intelligence of the audience has a significant impact on how viral a piece of content becomes. Third, timing and trend relevance are emerging as significant drivers of content virality, with timely and relevant content possible having established momentum with audiences. Platform factors, including as design, content, and functionality, strongly affect audience involvement and sharing behaviour. The intricacy of content viruses and the part sensory dynamics play in viral marketing are highlighted in this study. Analysing the effects of audience, content, timing, and platform. This research provides useful information for marketers who want to get the most out of their viral marketing campaigns. Using timing strategies, platform dynamics, and an awareness of the emotional factors that contribute to content virality can significantly increase the effectiveness of viral marketing initiatives. This study is interesting because it looks at the sensory processes that underlie mouse trafficking in great detail. The study integrates knowledge from audience, platform, and content research to provide a thorough grasp of content virality in the digital environment. Research findings add to the body of knowledge about the various forms of viral marketing that are currently in use by giving marketers practical advice and factual proof.