What question did this study set out to answer?

This research aims to analyze the effectiveness of an online brand cause-related communication campaign.

Qualitative and quantitative effects of a cause-related viral campaign

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Mixed-methods research analyzes a viral campaign's impact on attitudes towards brands and social causes across cultures.

This research aims to analyze the effectiveness of an online brand cause-related communication campaign.
Quantitative study with 1,232 international respondents evaluating ad-sharing intentions and comments.
Qualitative analysis of 395 user-generated comments regarding the ad, brand, and social cause.
Cultural comparison of responses from participants in Spain, England, and Ecuador.
Identified cultural differences in responses to brand-cause communication campaigns.
Positive content arguments encourage ad virilisation, while negative arguments inhibit sharing.
Highlighted the importance of understanding cultural idiosyncrasies in viral marketing.

Mora et al. (2026) studied this question.

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View Full Paper

Ask AI

Bookmark

Authors

Mixed-methods research analyzes a viral campaign's impact on attitudes towards brands and social causes across cultures.

This research aims to analyze the effectiveness of an online brand cause-related communication campaign.
Quantitative study with 1,232 international respondents evaluating ad-sharing intentions and comments.
Qualitative analysis of 395 user-generated comments regarding the ad, brand, and social cause.
Cultural comparison of responses from participants in Spain, England, and Ecuador.
Identified cultural differences in responses to brand-cause communication campaigns.
Positive content arguments encourage ad virilisation, while negative arguments inhibit sharing.
Highlighted the importance of understanding cultural idiosyncrasies in viral marketing.

Mora et al. (2026) studied this question.

View Full Paper

Ask AI

Bookmark