People like to share funny videos that cause positive impressions on others and serve as social currency, creating value

The entertainment value is relevant to initiate the process, impulse ad sharing and maximize impressions, increasing its exposure

The entertainment value does not significantly impact brand equity. Social value is the most relevant and impactful antecedent of brand equity

Managers should focus on social value commercial videos to generate brand equity

Product category involvement has an indirect impact on brand equity

To maximize sharing and brand effects, managers should consider a mixed strategy: provide entertainment value with social value and consider the product category involvement

Sharing is not enough to impact brand equity in viral marketing. So the company can consider aligning brand-share communication strategies and planning for success in its digital ecoverse