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All Journal Journal of Digital Marketing and Communication
Choi, Chang-Won
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Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Reciprocal Dynamics: How Ad-views and Ad-shares Reinforce Each Other Choi, Chang-Won
Journal of Digital Marketing and Communication Volume 5 - Issue 2 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i2.719

Abstract

This study explores the reciprocal relationship between ad-viewing and ad-sharing in online video advertising and examines the moderating role of total likes. Drawing on two-step flow and social influence theories, it is hypothesized that daily ad-views drives daily ad-shares by reaching influencers, while daily ad-shares enhance daily ad-views through social and informational cues. Granger causality analysis of 392 YouTube advertisements reveals varying causal patterns, including reciprocal and unidirectional effects (ad-views → ad-shares and ad-shares → ad-views), with total likes amplifying these dynamics. These findings provide theoretical insights into viral advertising and practical implications.
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