“does emotion in viral video advertisement consider a fundamental antecedent for viewer’s behavioral intentions? A specified question which is answered by Dr. Mona Mussa, the lecturer at the Faculty of Management, Professional Technology and Computers at the Egyptian Russian University, in her book which is entitled: “The Role of Attitudes on the Relationship between Emotion in Viral Video Advertisement and Behavioral Intentions”.
This book is concerned with phenomenon of viral video advertisements that has been spread widely on social media, and this spread creates new opportunities, for affecting people in different fields, such as cultural, social, political and economic fields. Therefore, the institutions especially that work in the field of advertising should pay more attention to exploit these opportunities. Where Every Advertising agency hopes to make its campaign reaches millions of people; in traditional marketing, it costs a lot, while viral video advertisements can overcome such problem.