Prankvertising Phenomenon: The Effects on Consumer Buying Decision
Author
Summary, in Swedish
Prankvertising is a phenomenon that is gaining significant exposure in marketing
world, attracting both small and large companies to implement it as a new advertising
strategy. Its success has been proven by millions of views and shares within a few days,
reflecting an effective tool of viral marketing. Despite its success in gaining rapid audience
reach, the argument relating to its true success, whether prankvertising can affect consumer
buying decision, is also increasing. This thesis, thus, aims to explore this new phenomenon
impact on consumer behavior by connecting theories of word-of-mouth, viral marketing,
advertising and consumption theories such as BDT and CCT. Examples of prankvertising
videos produced by different industries were used to delve into consumer reactions towards
prank videos. From the study, prankvertising was found to be an effective advertising tool
that can affect consumer buying decision. The findings revealed three aspects effecting on
consumer buying decision; emotion, engagement, and memorability. Prankvertising was
activated through a number of emotions appeared from the prank content, which ‘Caring’
emotional category proves to be the most encouraging consumer buying decision. The higher
the engagement of the consumer to the prank video, the more it affects their buying decision.
Finally, consumer’s memorability of the name of the product advertised also had effects on
consumer’s buying implementation.
world, attracting both small and large companies to implement it as a new advertising
strategy. Its success has been proven by millions of views and shares within a few days,
reflecting an effective tool of viral marketing. Despite its success in gaining rapid audience
reach, the argument relating to its true success, whether prankvertising can affect consumer
buying decision, is also increasing. This thesis, thus, aims to explore this new phenomenon
impact on consumer behavior by connecting theories of word-of-mouth, viral marketing,
advertising and consumption theories such as BDT and CCT. Examples of prankvertising
videos produced by different industries were used to delve into consumer reactions towards
prank videos. From the study, prankvertising was found to be an effective advertising tool
that can affect consumer buying decision. The findings revealed three aspects effecting on
consumer buying decision; emotion, engagement, and memorability. Prankvertising was
activated through a number of emotions appeared from the prank content, which ‘Caring’
emotional category proves to be the most encouraging consumer buying decision. The higher
the engagement of the consumer to the prank video, the more it affects their buying decision.
Finally, consumer’s memorability of the name of the product advertised also had effects on
consumer’s buying implementation.
Department/s
Publishing year
2014
Language
English
Full text
Document type
Student publication for Master's degree (one year)
Topic
- Business and Economics
Keywords
- prankvertising
- viral marketing
- word-of-mouth
- consumer
- consumer behavior
- consumption
- BDT perspective
- CCT perspective
- emotions
- consumer engagement
- memorability
- buying decision
Supervisor
- Veronika Tarnovskaya (Dr)