Quantum mechanics

Human sexuality

World Wide Web

Gender studies

Television advertising

Viral marketing

Computer science

Phenomenon

Business

Physics

Advertising

Social media

Sociology

Journal of Computer-Mediated Communication

Based on a computer mediated word of mouth approach, viral advertising represents the latest online advertising phenomenon. The current study provides one of the first empirical investigations of viral advertising. It uses Taylor’s six-segment message strategy wheel as a theoretical framework. A content analysis of 360 viral ads revealed that advertisers predominantly based their message strategies on an individual ego oriented appeals that were based on such themes as humor and sexuality.

Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel