research-article

Designing for video engagement on social networks: a video marketing case study

Authors:

Nikki Serapio,

BJ FoggAuthors Info & Claims

Persuasive '09: Proceedings of the 4th International Conference on Persuasive Technology

Article No.: 39, Pages 1 - 5

https://doi.org/10.1145/1541948.1541998

Published: 26 April 2009 Publication History

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Abstract

In this case study, we describe the design and execution of a video marketing campaign on Facebook. We present concrete recommendations for effective video persuasion design, focusing on a new kind of video player presentation, as well as one specific environment in which video content can be placed, seeded, and distributed. We present a number of findings that support our design recommendations. Finally, we acknowledge and discuss the limitations in our case study approach.

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Facebook Statistics. http://www.facebook.com/facebook?ref=pf#/press/info.php?statistics.

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Fogg, B. J. 2003. Persuasive Technology: Using Computers to Change What We Think and Do. Morgan Kaufmann, San Francisco, CA.

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Lakoff, G., Dean, H., and Hazen, D. 2004. Don't Think of an Elephant!: Know Your Values and Frame the Debate. Chelsea Green Publishing, White River Jct., VT.

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Scheufele, D. A. Framing as a theory of media effects. The Journal of Communication 49, 1 (1999), 103--122.

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Viral Video Marketing Survey. http://feedcompany.com/2008/10/viral-video-marketing-survey.

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Cited By

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Gedera DLarke R(2021)Effectiveness of Multiple Types of Video for Learner Engagement in Business EducationVideo Pedagogy10.1007/978-981-33-4009-1_3(43-62)Online publication date: 22-Feb-2021
https://doi.org/10.1007/978-981-33-4009-1_3
Clinkenbeard DClinkenbeard JFaddoul GKang HMayes SToygar AChatterjee S(2014)What's Your 2%? A Pilot Study for Encouraging Physical Activity Using Persuasive Video and Social MediaProceedings of the 9th International Conference on Persuasive Technology - Volume 846210.1007/978-3-319-07127-5_5(43-55)Online publication date: 21-May-2014
https://dl.acm.org/doi/10.1007/978-3-319-07127-5_5

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Published In

Persuasive '09: Proceedings of the 4th International Conference on Persuasive Technology

April 2009

279 pages

ISBN:9781605583761

DOI:10.1145/1541948

Program Chairs:
Samir Chatterjee
Claremont Graduate University
,
Parvati Dev
Innovation in Learning Inc

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

New York, NY, United States

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Published: 26 April 2009

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Persuasive 2009

Persuasive 2009: Persuasive 2009; 4th International Conference on Persuasive Technology

April 26 - 29, 2009

California, Claremont, USA

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Persuasive '09 Paper Acceptance Rate 21 of 66 submissions, 32%;

Overall Acceptance Rate 32 of 137 submissions, 23%

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Gedera DLarke R(2021)Effectiveness of Multiple Types of Video for Learner Engagement in Business EducationVideo Pedagogy10.1007/978-981-33-4009-1_3(43-62)Online publication date: 22-Feb-2021
https://doi.org/10.1007/978-981-33-4009-1_3
Clinkenbeard DClinkenbeard JFaddoul GKang HMayes SToygar AChatterjee S(2014)What's Your 2%? A Pilot Study for Encouraging Physical Activity Using Persuasive Video and Social MediaProceedings of the 9th International Conference on Persuasive Technology - Volume 846210.1007/978-3-319-07127-5_5(43-55)Online publication date: 21-May-2014
https://dl.acm.org/doi/10.1007/978-3-319-07127-5_5

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Designing social translucence over social networks

Designing and evaluating sociability in online video games

An integrated model of social media brand engagement

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