Emotional factors affecting viralrity in advertising: Three case studies of advertising agencies in Thailand.

Abstract

In this project, objective is set to investigate emotional factor in Thai’s creative agencies case studies. To what extent which emotional factors affect the viral campaign? According to the objective of this study, we try to use qualitative research by interview creative professional in digital advertising agency company in Thailand, who has a good background and experience about emotional value in online advertising. This will help us to understand how emotional value important in their point of view, and the most common emotional in their works. Finally, we can create lesson learn. To what extend, how emotional factors affecting viral campaign in online advertising. Furthermore, the viral campaign can reach more online consumer with cheaper cost. The viral campaign in Thailand not success much and it should have a reason behind. That is the reason to initiate this research. KEY WORDS: Emotional / Online Advertising / Viral campaign / Agency