Conceptualizing Social Health through Viral Advertising

Advertisements play an important role as an efficient strategy in improving the level of social health of the society. The aim of the current research is to qualitatively analyze articles in the field of viral advertising and to identify and determine the ranking of indicators in the field of social health.

In this study, with a systematic review and according to the PRISMA guidelines, the articles published in the field of viral marketing during the period from 2001 to 2022 were investigated in the Wos database, and the data were guided by using qualitative content analysis. Then, using fuzzy screening, the effective indicators were identified and prioritized using the fuzzy method.

By analyzing the qualitative content of the selected articles, 26 indicators were extracted and using the fuzzy screening method, 17 indicators were identified as effective indicators and prioritized by the fuzzy method.

The social health field is constantly looking for ways to adapt to new technologies. Therefore, the principled and correct use of viral advertisements can be considered as a new perspective in the field of social health. The results of the research showed that among the 17 confirmed indicators, information, creativity, source reliability, innovation in the message, and accessibility are more in order than capacity and indicators of message specialization, fantasy, social stimulus, interactivity, and perceived intention. The source of the least capacity can have significant improvement and growth of social health.