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School of Business | Department of Management Studies | International Business Communication | 2015
Thesis number: 13897
Emotions and social currency as a basis for viral success
Author: Rantalankila, Nina
Title: Emotions and social currency as a basis for viral success
Year: 2015  Language: eng
Department: Department of Management Studies
Academic subject: International Business Communication
Index terms: viestintä; communication; yritysviestintä; business communication; kansainvälinen; international; mainonta; advertising; sosiaalinen media; social media; tunteet; emotions
Pages: 87
Full text:
» hse_ethesis_13897.pdf pdf  size:2 MB (1757250)
Key terms: international business communication, advertising, social media, social currency, emotions, virality
The objective of the thesis is to find an updated understanding on what factors and components make online content go viral, especially online video advertisements. The emphasis of the study is on emotions and social currency as they have been found to have a constitutive effect on the viral success of online content.

The theoretical framework is based on previous literature about advertising, social media and the role of emotions in online success. The data was collected by conducting two group interviews, where two case advertisements were discussed. Additionally, the two advertisements were analysed using the Multimodal Analysis Video program.

The findings of this study support previous literature on the topic. The advertisement should include content that the viewers can relate to. Additionally it should preferably make the viewers have positive emotions. The theoretical framework was found justified, as the results showed that emotions play a central role in how well an advertisement succeeds in online platforms. The interview participants also agreed on that the content of an advertisement needs to be funny in order for them to share it.
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