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Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email

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Author Info

  • PHELPS, JOSEPH E.
  • LEWIS, REGINA
  • MOBILIO, LYNNE
  • PERRY, DAVID
  • RAMAN, NIRANJAN
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    Abstract

    Although viral marketing has garnered a great deal of attention in the trade press, almost nothing is known about the motivations, attitudes, and behaviors of the people (those sending the email to others) that constitute the essential component of any such strategy. This article reports the results of three studies that examine consumer responses and motivations to pass along email. Implications for target selection and message creation are discussed for advertising practitioners interested in implementing viral efforts, and suggestions for future research relating to computer-mediated consumer-to-consumer interactions are presented for academic researchers.These studies were sponsored by Planetfeedback.com (www.planetfeedback.com), an internet-based infomediary company based in Cincinnati.An earlier version of this work will appear as a chapter in the forthcoming book, Online Consumer Psychology, C. Haugvedt, K. Macleit, and R. Yalch (eds.).

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    File URL: http://journals.cambridge.org/abstract_S0021849904040371
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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 44 (2004)
    Issue (Month): 04 (December)
    Pages: 333-348

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    Handle: RePEc:cup:jadres:v:44:y:2004:i:04:p:333-348_04

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    Cited by:
    1. Lee, Hyejun & Lee, Dong Il & Kim, Taeho & Lee, Juhyun, 2013. "The moderating role of socio-semantic networks on online buzz diffusion," Journal of Business Research, Elsevier, vol. 66(9), pages 1367-1374.
    2. Ramezani, Mohsen & Moradi, Parham & Akhlaghian, Fardin, 2014. "A pattern mining approach to enhance the accuracy of collaborative filtering in sparse data domains," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 408(C), pages 72-84.
    3. Remondino, Marco, 2011. "Word-Of-Mouth Marketing And Enterprise Strategies: A Bottom-Up Diffusion Model," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 2(2), pages 101-105.
    4. Cowley, Elizabeth, 2014. "Consumers telling consumption stories: Word-of-mouth and retrospective evaluations," Journal of Business Research, Elsevier, vol. 67(7), pages 1522-1529.
    5. David Godes & Dina Mayzlin & Yubo Chen & Sanjiv Das & Chrysanthos Dellarocas & Bruce Pfeiffer & Barak Libai & Subrata Sen & Mengze Shi & Peeter Verlegh, 2005. "The Firm's Management of Social Interactions," Marketing Letters, Springer, vol. 16(3), pages 415-428, December.
    6. Martin, William C. & Lueg, Jason E., 2013. "Modeling word-of-mouth usage," Journal of Business Research, Elsevier, vol. 66(7), pages 801-808.
    7. Ho, Jason Y.C. & Dempsey, Melanie, 2010. "Viral marketing: Motivations to forward online content," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1000-1006, September.
    8. Singh, Tanuja & Veron-Jackson, Liza & Cullinane, Joe, 2008. "Blogging: A new play in your marketing game plan," Business Horizons, Elsevier, vol. 51(4), pages 281-292.
    9. Jie Zhang & Yongjun Sung & Wei-Na Lee, 2010. "To Play or Not to Play: An Exploratory Content Analysis of Branded Entertainment in Facebook," American Journal of Business, Emerald Group Publishing, vol. 25(1), pages 53-64.

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