8. Research Questions RQ1. Comparing American and Chinese cultures, what are the commonalities and differences in consumption behaviors toward viral video advertisements? RQ2. Comparing American and Chinese cultures, what are the commonalities and differences in attitudestoward viral video advertisements and the brand behind? RQ3. Comparing American and Chinese cultures, what are the commonalities and differences in social relationship establishment tendency via sharing viral videos online? 4
27. The viral video sharing activities happen more among closer relationships and peers
28. The most often used platform for sharing was SNS in both countries, but Email was the second biggest in the U.S. while Personal Blog was the second in ChinaReceiving Forwarding 7
42. Perceived by consumers as non-intrusive, and appreciated for its entertainment value as well as for its information sharing
43. For those multi-national companies, branded viral videos can be leveraged as a good channel but they should take the cultural differences into consideration11
44.
45. Other factors may play a role in motivations of viewing, such as product origin