الفهرس 
The Research FrameworkOnly 14 pages are availabe for public view
 |  | from | 252 |  |  |
| | | from | 252 | | |
Abstract
Every Advertising agency hopes to make its campaign reaches
millions of people; in traditional marketing, it costs a lot, while viral
video advertisements can overcome such problem. This study is
concerned with answering a specified question and fills in a certain
gap ”does emotion in viral video advertisement consider a
fundamental antecedent for viewer’s behavioral intentions (in terms of
sharing intention/ purchase intention) through forming the audiences’
attitudes toward advertisement /brand? And how can Attitudes alert
the relationship between the previous two variables? Therefore, this
study answered this question by measuring the role of attitudes on the
relationship between emotion in viral video advertisement and
behavioral intentions of the youth of internet users in Egypt.
The main objective is to test the hypothesized relationships model to
improve the prediction of behavioral intentions. The research model
identifies the structural relationships between six constructs (I.e.,
valance, arousal, attitudes toward advertisement, attitudes toward a
brand, purchase intention, and sharing intention)
Descriptive research format and quantitative research method were
chosen. The structured questionnaire survey has been used as the main
method strategy to research. The number of 400 questionnaires was
divided regarding the number of selected videos marketing campaigns
that are two video advertisements, where every 200 questionnaires
were distributed with each advertisement. The researcher presented
one video of the selected two videos marketing campaigns on the I
Pad for each Participant who accepted to complete the questionnaire
after watching the video. The order in which advertisements were
viewed was advertisement 1, advertisement 2, respectively. The two
emotional viral marketing campaigns represent different durations,
product and service types. The first Advertisement is ” Your joy is
force # Joy_ first _time Video, Ramadan 2017” it represents positive
emotion, while the second one is ”Underwear, Ramadan is
comfortable with Dice - Dice; its price is good, Ramadan, 2017” that
represent negative emotion. The questionnaire was distributed to a
convenience sample of students at Ain Shams University, where Nonprobability
sampling is the sampling method in this research. All the
statements in the questionnaire were measured by using a five-point
Likert-type response scale.
Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis
(CFA), and the Structural Equation Modeling (SEM) are employed to
test hypothesized relationship, to judge how well the proposed model
fits the collected data. The twelve hypothesized paths are supported.
This research provides both theory development for academics and
practical implications for marketing management. Such as scales of
emotion, attitudes, and behavioral intentions are validated. from a
managerial perspective, this study provides the structured model that
can be used by marketers, as a viral marketing strategy, before
tailoring their viral marketing campaign, to ensure that their viral
campaign will achieve what it is built for.
This study could provide a more comprehensive understanding of
emotion in viral video advertisement, attitudes, and behavioral
intentions.