The Viral Gap

Owen Eagan, M.A., M.B.A.

International Journal of Interdisciplinary Research

Abstract: This article explores word-of-mouth communication and the gap that exists between viral content or buzz that is generated by communication professionals and its intended return on investment. This research begins with an analysis of Super Bowl commercials from 2015 to determine the extent to which the ads created buzz and the amount of sales they produced then discusses other metrics utilized to analyze the effectiveness of these ads. While Super Bowls ads are the subject of this study, this model can be used to evaluate this so-called “viral gap” in a variety of contexts. The purpose of this research is to better understand this relationship, increase awareness among communication professionals, and improve the effectiveness of communication.

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