Going viral: the influence of emotional content and gender on social transmission

Detalhes bibliográficos
Ano de defesa: 2018
Autor(a) principal: Santos, Maria João Soares de Almeida Pereira
Orientador(a): Andrade, Eduardo Bittencourt
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: eng
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Conteúdo contagiante
Emoções
Género
Transmissão social
Partilha online
Viral
Palavras-chave em Inglês:
Contagious content
Emotions
Gender
Social transmission
Online sharing
Viral
Link de acesso: http://hdl.handle.net/10438/24545
Resumo: Objetivo – O objetivo desta tese é examinar a influencia que gênero e diferentes estímulos emocionais exercem sobre as intenções de partilha online das pessoas: (1) se os indivíduos partilham mais conteúdos positivos ou negativos; (2) quem, de entre homens ou mulheres, reage mais fortemente a estímulos emocionais; e (3) se a valência emocional e o género têm algum tipo de correlação. Metodologia - Esta dissertação utiliza um estudo experimental: 2 (valência emocional: positiva vs. negativa) x 2 (género: masculino vs. feminino) entre sujeitos. Resultados – Os resultados mostram que a valência emocional afeta, de facto, as intenções de partilha de conteúdo online e, mais importante, que as emoções negativas levam a uma maior predisposição para partilhar. Além disso, os resultados demonstram que as mulheres partilham mais conteúdos online quando comparadas com os homens, contudo, não foram observados efeitos heterogêneos de valência emocional. Limitações- A principal limitação desta pesquisa é o fato de ser baseada em respostas próprias a cenários hipotéticos, uma vez que pretendemos medir uma intenção de partilha. Isso significa que, embora a intenção de um indivíduo de se comprometer com um determinado comportamento seja o indicador mais adequado para o comportamento do próprio, isso ultrapassa o âmbito deste estudo. Aplicabilidade do trabalho - Esta pesquisa fornece informações relevantes sobre como criar conteúdo com grande probabilidade de ser partilhado online, ao contrário do conteúdo regular que a maioria das agências e profissionais de marketing utilizam para promover os seus produtos
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spelling Santos, Maria João Soares de Almeida PereiraEscolas::EBAPENunes, José Mauro GonçalvesFernandes, Daniel Von Der HeydeAndrade, Eduardo BittencourtAndrade, Eduardo Bittencourt2018-08-08T13:19:44Z2018-08-08T13:19:44Z2018-06-20http://hdl.handle.net/10438/24545Objetivo – O objetivo desta tese é examinar a influencia que gênero e diferentes estímulos emocionais exercem sobre as intenções de partilha online das pessoas: (1) se os indivíduos partilham mais conteúdos positivos ou negativos; (2) quem, de entre homens ou mulheres, reage mais fortemente a estímulos emocionais; e (3) se a valência emocional e o género têm algum tipo de correlação. Metodologia - Esta dissertação utiliza um estudo experimental: 2 (valência emocional: positiva vs. negativa) x 2 (género: masculino vs. feminino) entre sujeitos. Resultados – Os resultados mostram que a valência emocional afeta, de facto, as intenções de partilha de conteúdo online e, mais importante, que as emoções negativas levam a uma maior predisposição para partilhar. Além disso, os resultados demonstram que as mulheres partilham mais conteúdos online quando comparadas com os homens, contudo, não foram observados efeitos heterogêneos de valência emocional. Limitações- A principal limitação desta pesquisa é o fato de ser baseada em respostas próprias a cenários hipotéticos, uma vez que pretendemos medir uma intenção de partilha. Isso significa que, embora a intenção de um indivíduo de se comprometer com um determinado comportamento seja o indicador mais adequado para o comportamento do próprio, isso ultrapassa o âmbito deste estudo. Aplicabilidade do trabalho - Esta pesquisa fornece informações relevantes sobre como criar conteúdo com grande probabilidade de ser partilhado online, ao contrário do conteúdo regular que a maioria das agências e profissionais de marketing utilizam para promover os seus produtosPurpose – The purpose of this work is to examine the influence that gender and different emotional stimuli exert on people’s online sharing intentions. Precisely, we take a closer look at whether (1) people share more positive or negative content; (2) men or women react more strongly to these emotional stimuli; and (3) emotional valence has a heterogeneous effect across genders. Design/Methodology - This dissertation employs an experimental study: 2 (emotional valence: positive vs. negative) x 2 (gender: male vs. female) between-subjects design. Findings – Results show that emotional valence does indeed influence sharing intentions, and more importantly, that negative emotions lead to a higher willingness to share. Further, results demonstrated that women share more content online when compared to men but no heterogeneous effects of emotional valence were observed. Research limitations - The main limitation of this research is that it is based on self-reported answers to hypothetical scenarios, since we intend to measure potential behavior of sharing. Meaning that, although an individual’s intention to commit to a certain behavior is the most adequate predictor of one’s behavior, it is beyond the scope of this study to measure actual sharing behavior. Practical implications - This research produced valuable insights by providing relevant information on how to create content that will probably be highly shared, on the opposite to the regular content that most agencies and marketer use to promote their products.engContagious contentEmotionsGenderSocial transmissionOnline sharingViralConteúdo contagianteEmoçõesGéneroTransmissão socialPartilha onlineViralTecnologiaComportamento do consumidorEmoçõesRedes sociaisInternetGoing viral: the influence of emotional content and gender on social transmissioninfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis2018-06-20reponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessTEXT2018_DISSERATION_MARIAJOAO_FINAL (1).pdf.txt2018_DISSERATION_MARIAJOAO_FINAL (1).pdf.txtExtracted 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dc.title.eng.fl_str_mv Going viral: the influence of emotional content and gender on social transmission
title Going viral: the influence of emotional content and gender on social transmission
spellingShingle Going viral: the influence of emotional content and gender on social transmission
Santos, Maria João Soares de Almeida Pereira
Contagious content
Emotions
Gender
Social transmission
Online sharing
Viral
Conteúdo contagiante
Emoções
Género
Transmissão social
Partilha online
Viral
Tecnologia
Comportamento do consumidor
Emoções
Redes sociais
Internet
title_short Going viral: the influence of emotional content and gender on social transmission
title_full Going viral: the influence of emotional content and gender on social transmission
title_fullStr Going viral: the influence of emotional content and gender on social transmission
title_full_unstemmed Going viral: the influence of emotional content and gender on social transmission
title_sort Going viral: the influence of emotional content and gender on social transmission
author Santos, Maria João Soares de Almeida Pereira
author_facet Santos, Maria João Soares de Almeida Pereira
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EBAPE
dc.contributor.member.none.fl_str_mv Nunes, José Mauro Gonçalves
Fernandes, Daniel Von Der Heyde
Andrade, Eduardo Bittencourt
dc.contributor.author.fl_str_mv Santos, Maria João Soares de Almeida Pereira
dc.contributor.advisor1.fl_str_mv Andrade, Eduardo Bittencourt
contributor_str_mv Andrade, Eduardo Bittencourt
dc.subject.eng.fl_str_mv Contagious content
Emotions
Gender
Social transmission
Online sharing
Viral
topic Contagious content
Emotions
Gender
Social transmission
Online sharing
Viral
Conteúdo contagiante
Emoções
Género
Transmissão social
Partilha online
Viral
Tecnologia
Comportamento do consumidor
Emoções
Redes sociais
Internet
dc.subject.por.fl_str_mv Conteúdo contagiante
Emoções
Género
Transmissão social
Partilha online
Viral
dc.subject.area.por.fl_str_mv Tecnologia
dc.subject.bibliodata.por.fl_str_mv Comportamento do consumidor
Emoções
Redes sociais
Internet
description Objetivo – O objetivo desta tese é examinar a influencia que gênero e diferentes estímulos emocionais exercem sobre as intenções de partilha online das pessoas: (1) se os indivíduos partilham mais conteúdos positivos ou negativos; (2) quem, de entre homens ou mulheres, reage mais fortemente a estímulos emocionais; e (3) se a valência emocional e o género têm algum tipo de correlação. Metodologia - Esta dissertação utiliza um estudo experimental: 2 (valência emocional: positiva vs. negativa) x 2 (género: masculino vs. feminino) entre sujeitos. Resultados – Os resultados mostram que a valência emocional afeta, de facto, as intenções de partilha de conteúdo online e, mais importante, que as emoções negativas levam a uma maior predisposição para partilhar. Além disso, os resultados demonstram que as mulheres partilham mais conteúdos online quando comparadas com os homens, contudo, não foram observados efeitos heterogêneos de valência emocional. Limitações- A principal limitação desta pesquisa é o fato de ser baseada em respostas próprias a cenários hipotéticos, uma vez que pretendemos medir uma intenção de partilha. Isso significa que, embora a intenção de um indivíduo de se comprometer com um determinado comportamento seja o indicador mais adequado para o comportamento do próprio, isso ultrapassa o âmbito deste estudo. Aplicabilidade do trabalho - Esta pesquisa fornece informações relevantes sobre como criar conteúdo com grande probabilidade de ser partilhado online, ao contrário do conteúdo regular que a maioria das agências e profissionais de marketing utilizam para promover os seus produtos
publishDate 2018
dc.date.accessioned.fl_str_mv 2018-08-08T13:19:44Z
dc.date.available.fl_str_mv 2018-08-08T13:19:44Z
dc.date.issued.fl_str_mv 2018-06-20
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/24545
url http://hdl.handle.net/10438/24545
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Institucional do FGV (FGV Repositório Digital)
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Repositório Institucional do FGV (FGV Repositório Digital)
collection Repositório Institucional do FGV (FGV Repositório Digital)
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