With social media becoming a prominent part of everyday life, companies are opting to use social media platforms as a means to advertise their products. In sponsorship with Hangzhou WotoKOL Network Technology Co. Ltd, our team’s goal was to determine which key video features affect the virality of videos created for the advertisement of products, posted across YouTube, Instagram, and TikTok. The results from our research provided evidence that the use of humor and emotional appeal during the paid promotion sections of videos had a greater effect on the overall virality of a video in comparison to other features. However, due to various limitations of our research discussed in the paper, our findings are best served as a pilot study, with the suggestion of further research to be conducted.

• This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.

Creator

• Sam, Vanessa
• Sensat, Michael
• Vo, Jessica
• Heller, Kristen

Subject

• Innovation
• Culture
• Industry
• Project-Based Learning

Publisher

• Worcester Polytechnic Institute

Identifier

• 117063
• E-project-011624-153154

Keyword

• Social Media
• Influencer
• Video Characteristics
• Case Study Analysis
• Global Marketing
• Viral Video

Advisor

• Sarkis, Joseph
• Pu, Hansong

Year

• 2024

Center

• Hangzhou, China Project Center - IQP

Sponsor

• Hangzhou WotoKOL Network Technology Co. Ltd

UN Sustainable Development Goals

• 9 - Industry, Innovation and Infrastructure

Date created

• 2024-01-16

Resource type

• Interactive Qualifying Project

Source

• E-project-011624-153154

Rights statement

• In Copyright

Last modified

• 2024-02-07