{"id":"https://openalex.org/W7053587628","doi":null,"title":"What makes emotional ads go viral?: The mediating role of emotional intensity and the moderating role of narrative transportation","display_name":"What makes emotional ads go viral?: The mediating role of emotional intensity and the moderating role of narrative transportation","publication_year":2024,"publication_date":"2024-02-28","ids":{"openalex":"https://openalex.org/W7053587628"},"language":"en","primary_location":{"id":"pmh:oai:https://spectrum.library.concordia.ca:993564","doi":null,"is_oa":true,"landing_page_url":"https://spectrum.library.concordia.ca/id/eprint/993564/1/Jing_MSc_S2024.pdf","pdf_url":"https://spectrum.library.concordia.ca/id/eprint/993564/1/Jing_MSc_S2024.pdf","source":{"id":"https://openalex.org/S4306400871","display_name":"Spectrum Research Repository (Concordia University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I60158472","host_organization_name":"Concordia University","host_organization_lineage":["https://openalex.org/I60158472"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://spectrum.library.concordia.ca/id/eprint/993564/1/Jing_MSc_S2024.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Jing, Lingyun","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I60158472","display_name":"Concordia University","ror":"https://ror.org/0420zvk78","country_code":"CA","type":"education","lineage":["https://openalex.org/I60158472"]}],"countries":["CA"],"is_corresponding":true,"raw_author_name":"Jing, Lingyun","raw_affiliation_strings":["Master of Science (Marketing) at Concordia University Montr\u00e9 al , Qu\u00e9 bec , Canada"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Master of Science (Marketing) at Concordia University Montr\u00e9 al , Qu\u00e9 bec , Canada","institution_ids":["https://openalex.org/I60158472"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I60158472"],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":true,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9639000296592712,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9639000296592712,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12214","display_name":"Media Influence and Health","score":0.014999999664723873,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.009700000286102295,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/emotional-advertising","display_name":"emotional advertising","score":0.7229999899864197},{"id":"https://openalex.org/keywords/viral-marketing","display_name":"viral marketing","score":0.968999981880188},{"id":"https://openalex.org/keywords/fear-appeals","display_name":"fear appeals","score":0.8740000128746033},{"id":"https://openalex.org/keywords/sadness","display_name":"sadness","score":0.9430000185966492},{"id":"https://openalex.org/keywords/emotional-intensity","display_name":"emotional intensity","score":0.9229999780654907},{"id":"https://openalex.org/keywords/narrative-transportation","display_name":"narrative transportation","score":0.9190000295639038},{"id":"https://openalex.org/keywords/sharing-intention","display_name":"sharing intention","score":0.6690000295639038},{"id":"https://openalex.org/keywords/social-media","display_name":"social media","score":0.4690000116825104},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.824999988079071},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.40299999713897705}],"concepts":[{"id":"https://openalex.org/C144251240","wikidata":"https://www.wikidata.org/wiki/Q7068229","display_name":"Nucleofection","level":4,"score":0.32420000433921814},{"id":"https://openalex.org/C2992336715","wikidata":"https://www.wikidata.org/wiki/Q63431143","display_name":"Gestational period","level":4,"score":0.30059999227523804},{"id":"https://openalex.org/C2777158700","wikidata":"https://www.wikidata.org/wiki/Q1419356","display_name":"Hyporeflexia","level":3,"score":0.2890999913215637},{"id":"https://openalex.org/C18743360","wikidata":"https://www.wikidata.org/wiki/Q1208096","display_name":"Diafiltration","level":4,"score":0.2799000144004822},{"id":"https://openalex.org/C2781032047","wikidata":"https://www.wikidata.org/wiki/Q938793","display_name":"Articular cartilage damage","level":5,"score":0.2786000072956085},{"id":"https://openalex.org/C18889420","wikidata":"https://www.wikidata.org/wiki/Q1759540","display_name":"Paraphernalia","level":2,"score":0.27480000257492065},{"id":"https://openalex.org/C2778283623","wikidata":"https://www.wikidata.org/wiki/Q18032200","display_name":"TSG101","level":5,"score":0.273499995470047},{"id":"https://openalex.org/C80114427","wikidata":"https://www.wikidata.org/wiki/Q634260","display_name":"Circumstantial evidence","level":2,"score":0.2721000015735626},{"id":"https://openalex.org/C2776356786","wikidata":"https://www.wikidata.org/wiki/Q1048573","display_name":"Tubulopathy","level":3,"score":0.2639999985694885},{"id":"https://openalex.org/C133074676","wikidata":"https://www.wikidata.org/wiki/Q428729","display_name":"Fusible alloy","level":2,"score":0.2599000036716461},{"id":"https://openalex.org/C104545631","wikidata":"https://www.wikidata.org/wiki/Q464858","display_name":"Demotion","level":3,"score":0.2597000002861023},{"id":"https://openalex.org/C2777054765","wikidata":"https://www.wikidata.org/wiki/Q6402731","display_name":"Dysgeusia","level":3,"score":0.25850000977516174}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:https://spectrum.library.concordia.ca:993564","doi":null,"is_oa":true,"landing_page_url":"https://spectrum.library.concordia.ca/id/eprint/993564/1/Jing_MSc_S2024.pdf","pdf_url":"https://spectrum.library.concordia.ca/id/eprint/993564/1/Jing_MSc_S2024.pdf","source":{"id":"https://openalex.org/S4306400871","display_name":"Spectrum Research Repository (Concordia University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I60158472","host_organization_name":"Concordia University","host_organization_lineage":["https://openalex.org/I60158472"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"}],"best_oa_location":{"id":"pmh:oai:https://spectrum.library.concordia.ca:993564","doi":null,"is_oa":true,"landing_page_url":"https://spectrum.library.concordia.ca/id/eprint/993564/1/Jing_MSc_S2024.pdf","pdf_url":"https://spectrum.library.concordia.ca/id/eprint/993564/1/Jing_MSc_S2024.pdf","source":{"id":"https://openalex.org/S4306400871","display_name":"Spectrum Research Repository (Concordia University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I60158472","host_organization_name":"Concordia University","host_organization_lineage":["https://openalex.org/I60158472"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7053587628.pdf","grobid_xml":"https://content.openalex.org/works/W7053587628.grobid-xml"},"referenced_works_count":67,"referenced_works":["https://openalex.org/W1531733647","https://openalex.org/W1571676800","https://openalex.org/W1572680973","https://openalex.org/W1965040683","https://openalex.org/W1977614311","https://openalex.org/W1978688704","https://openalex.org/W1997092577","https://openalex.org/W2015168838","https://openalex.org/W2023832433","https://openalex.org/W2026582808","https://openalex.org/W2030585987","https://openalex.org/W2033553478","https://openalex.org/W2033861818","https://openalex.org/W2037667431","https://openalex.org/W2039314104","https://openalex.org/W2043732615","https://openalex.org/W2044309445","https://openalex.org/W2044636434","https://openalex.org/W2057482827","https://openalex.org/W2076387137","https://openalex.org/W2082622258","https://openalex.org/W2094547854","https://openalex.org/W2095507885","https://openalex.org/W2099266492","https://openalex.org/W2111995023","https://openalex.org/W2132410536","https://openalex.org/W2138081378","https://openalex.org/W2141365903","https://openalex.org/W2150866153","https://openalex.org/W2166983296","https://openalex.org/W2238586764","https://openalex.org/W2469642150","https://openalex.org/W2501952387","https://openalex.org/W2503942217","https://openalex.org/W2615479879","https://openalex.org/W2789521142","https://openalex.org/W2790432871","https://openalex.org/W2795761355","https://openalex.org/W2900698116","https://openalex.org/W2928751720","https://openalex.org/W2940468316","https://openalex.org/W2964752899","https://openalex.org/W2972560371","https://openalex.org/W3000745483","https://openalex.org/W3005123861","https://openalex.org/W3025128353","https://openalex.org/W3034120378","https://openalex.org/W3093169136","https://openalex.org/W3108544068","https://openalex.org/W3119221111","https://openalex.org/W3121315632","https://openalex.org/W3148017977","https://openalex.org/W3166990462","https://openalex.org/W3174988269","https://openalex.org/W3180284628","https://openalex.org/W3201046571","https://openalex.org/W3202578341","https://openalex.org/W3210806549","https://openalex.org/W4205601368","https://openalex.org/W4210939800","https://openalex.org/W4235809384","https://openalex.org/W4236726206","https://openalex.org/W4286840068","https://openalex.org/W4289133665","https://openalex.org/W4303192938","https://openalex.org/W4324381013","https://openalex.org/W4386492750"],"related_works":["https://openalex.org/W6981344237","https://openalex.org/W2940468316","https://openalex.org/W4396863724","https://openalex.org/W7168134031","https://openalex.org/W4236726206","https://openalex.org/W2999809435","https://openalex.org/W3005123861","https://openalex.org/W3112786382","https://openalex.org/W3121315632","https://openalex.org/W6946049752"],"abstract_inverted_index":{"This":[0,87],"study":[1,73,88],"investigates":[2],"the":[3,22,29,50,60,91,98,108,138,141],"impact":[4],"of":[5,17,32,52,62,94,101],"negative":[6,65,77,114,148],"emotional":[7,54,95,155],"appeals":[8,67,115,149,156],"in":[9,140,143],"digital":[10,165],"marketing,":[11],"specifically":[12],"focusing":[13],"on":[14,49,68],"how":[15,75],"emotions":[16,78],"fear":[18,117],"and":[19,41,97,118,153],"sadness":[20],"influence":[21,31,82],"intention":[23],"to":[24,35,85,124,145,168],"share.":[25,86],"Viral":[26],"marketing":[27,166],"utilizes":[28],"immense":[30],"social":[33],"media":[34],"help":[36],"brand":[37],"advertisements":[38],"achieve":[39],"faster":[40],"wider":[42],"distribution.":[43],"Previous":[44],"studies":[45],"have":[46,58],"mainly":[47],"focused":[48],"effects":[51,61],"positive":[53,63,154],"ad":[55,66],"appeals,":[56],"or":[57,134],"compared":[59],"versus":[64],"consumer":[69],"outcomes.":[70],"Conversely,":[71],"this":[72],"explores":[74,90],"different":[76],"(fear,":[79],"sadness)":[80,120,152],"differentially":[81],"consumers'":[83],"intentions":[84,127],"also":[89],"mediating":[92],"role":[93],"intensity":[96],"moderating":[99],"effect":[100],"narrative":[102],"transportation.":[103],"Through":[104],"two":[105],"experimental":[106],"studies,":[107],"findings":[109],"reveal":[110],"that":[111,173],"high":[112],"arousal":[113,147],"(i.e.,":[116,150,157],"high-intensity":[119],"are":[121,131],"more":[122],"likely":[123],"increase":[125],"sharing":[126],"among":[128],"people":[129],"who":[130],"either":[132],"moderately":[133],"deeply":[135],"engaged":[136],"with":[137],"story":[139],"advertisement,":[142],"contrast":[144],"low":[146],"low-intensity":[151],"joy).":[158],"The":[159],"investigation":[160],"provides":[161],"new":[162],"insight":[163],"for":[164],"professionals":[167],"create":[169],"compelling":[170],"advertising":[171],"content":[172,175],"encourages":[174],"sharing.":[176]},"counts_by_year":[],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2025-10-10T00:00:00"}