Reciprocal Dynamics: How Ad-views and Ad-shares Reinforce Each Other

Chang-Won Choi

doi:10.53623/jdmc.v5i2.719

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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SUBMITTED: 09 June 2025
ACCEPTED: 21 July 2025
PUBLISHED: 26 July 2025
SUBMITTED to ACCEPTED: 42 days
DOI: https://doi.org/10.53623/jdmc.v5i2.719

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Choi, C.-W. (2025). Reciprocal Dynamics: How Ad-views and Ad-shares Reinforce Each Other. Journal of Digital Marketing and Communication, 5(2), 96-`113. https://doi.org/10.53623/jdmc.v5i2.719

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viral advertising ad-viewing ad-sharing two-step flow social influence

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