hig.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Is sharing caring?: En kvantitativ studie om intentionen bakom att dela virala videor
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Is sharing caring? : A quantitative study about the intention behind sharing viral videos (English)
Abstract [sv]

Titel: Is sharing caring? En kvantitativ studie om intentionen att dela virala videor

 

Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi

 

Författare: Amanda Happ och Erik Wilhelmsson

 

Handledare: Jonas Kågström

 

Datum: 2019 – Januari

 

Syfte: Syftet med studien är att analysera faktorerna bakom intentionen att dela en viral video på internet utifrån begreppen videokvalitet, empati, kontroll, altruism och inkludering. Studien genomförs således för att bidra med kunskap om intentionen bakom virala videodelningar till marknadsförare inom ämnet.

 

Metod: En kvantitativ metod har använts där data har samlats in genom en webbaserad enkätundersökning med 480 kvinnliga respondenter från 16 år och uppåt. Data har bearbetats i analys- och statistikprogrammet SPSS genom deskriptiv-, faktor-, kluster- och korrelationsanalys.

 

Resultat & slutsats: Resultatet visar att inkludering, altruism och i viss mån kontroll är de främsta faktorerna för att skapa en intention att dela virala videor på internet. Vidare visar resultatet att personer som väljer att dela virala videor med sina vänner ofta vill uppnå förstärkta band till gruppens medlemmar och bekräftelse av sin egen roll i den sociala gruppen.

 

Examensarbetets bidrag: Studien bidrar till ökad kunskap om vilka beteendefaktorer som ligger bakom beslutet att dela en viral video på internet. Denna kunskap kan hjälpa yrkesutövare skapa en marknadsföringskampanj som har till syfte att bli viral på internet.  

 

 Förslag till fortsatt forskning: Fortsatt forskning bör rikta sig till andra målgrupper, förslagsvis män. Det är även relevant att utföra en större undersökning där intentionen hos både sändare och mottagare (som i sin tur delar videon vidare) analyseras för att kunna påträffa eventuella likheter och skillnader hos dessa olika grupper.

 

Nyckelord: Virala videor, delning, eWOM, FIRO, Moment-to-Moment Likeability

Abstract [en]

Title: Is sharing caring? A quantitative study about the intention behind sharing viral videos.

 

Level: Student thesis, final assignment for bachelor’s degree in business administration.

 

Author: Amanda Happ and Erik Wilhelmsson

 

Supervisor: Jonas Kågström

 

Date: 2019 – January

 

Aim: The aim of this paper is to analyze factors behind the intention to share a viral video on the internet based on the concepts of video quality, empathy, control, altruism and inclusion.  This paper aims to contribute knowledge of the intention behind sharing viral videos to marketers within the subject.

 

Method: A quantitative method has been performed where data has been collected through a web-based survey of 480 female respondents from 16 years and older. Data has been processed in the analysis- and statistical program SPSS by using descriptive-, factor-, cluster- and correlation analysis.

 

Result & Conclusions: The result shows that inclusion, altruism and, to some extent, control are the main factors for creating an intention to share viral videos on the internet. Furthermore, the result shows that people who choose to share viral videos with their friends often want to strengthen ties to other group members and reinforce their role in the social group.

 

Contribution of the thesis: The study contributes to increased knowledge of the behavioral factors behind the decision to share a viral video. Knowledge can help professionals when a marketing campaign is being created with the aim of becoming viral on the internet.

 

Suggestions for future research: Continued research should target other groups, preferably men. It is also relevant to conduct a larger survey where the intention of both creator and receiver of viral content are analyzed to identify any similarities and differences between them.

 

Key words: Viral videos, forwarding intention, eWOM, FIRO, Moment-to-Moment Likeability

Place, publisher, year, edition, pages
2019. , p. 84
Keywords [en]
Viral videos, forwarding intention, eWOM, FIRO, Moment-to-Moment Likeability
Keywords [sv]
Virala videor, delning, eWOM, FIRO, Moment-to-Moment Likeability
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-29347OAI: oai:DiVA.org:hig-29347DiVA, id: diva2:1293472
Subject / course
Business administration
Educational program
Business administration
Supervisors
Examiners
Available from: 2019-03-13 Created: 2019-03-04 Last updated: 2019-03-13Bibliographically approved

Open Access in DiVA

fulltext(2513 kB)26 downloads
File information
File name FULLTEXT01.pdfFile size 2513 kBChecksum SHA-512
7f8eab5c8333c3f974c3b70f8630ec163240192354bea7be458e5dbb2c253ed3b99c99f8fc41d8037c78a6d33b508436d4622cce421ddee1d9a390b0ef39d55f
Type fulltextMimetype application/pdf

By organisation
Business administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 26 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 148 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf