Table 6. Conclusions, theoretical and... | Emerald Publishing

Table 6.

Conclusions, theoretical and managerial implications

Conclusions	Theoretical and managerial implications
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

Conclusions	Theoretical and managerial implications
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