THE EFFECT OF CONTENT VIRAL VIDEO TO ENGAGEMENT AND CONVERSATION

The study attempts to fill the gap relate to an absence investigation of viral video contents that engage audience and capable to provide talkable topic to build a conversation. Expectantly, the findings will help brands in developing best content strategy for online video advertisements. The goals of this study are to identify the elements and contents of online viral video ads, investigate the effect from each contents (ex: Emotion Evokes, Self-Expression, Zeitgeist) and elements (ex: Duration, Musical Qualities, Presence of Celebrity) to engagement and conversation. The research uses both qualitative and quantitative methods of gathering data by recording comments from viral video advertisements of popular brands on YouTube and Facebook, as well as content analysis to analyse the data. Results indicated that brands are likely to set the product function or performance aside, then put interesting stories to fish comments and conversation. The mix content strategy is being used by many brands, yet the content which could evoke audiences’ emotions and performs by popular artist, places the highest rank in engaging people and building conversation. Keywords: Marketing Research, Online Viral Video, Content Analysis, Online Consumer Engagement, Generate Conversation