Journal ArticleDOI
Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email
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Haugvedt et al. as discussed by the authors examined consumer responses and motivations to pass along email and discussed the implications for target selection and message creation for advertising practitioners interested in implementing viral efforts, and suggested for future research relating to computer-mediated consumer-to-consumer interactions.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.).read more
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Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site
TL;DR: In this paper, the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles is studied. But the authors employ a vector autoregressive (VAR) modeling approach.
Journal IssueDOI
Twitter power: Tweets as electronic word of mouth
TL;DR: It is found that microblogting is an online tool for customer word of mouth communications and the implications for corporations using microblogging as part of their overall marketing strategy are discussed.
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Determinants of consumer engagement in electronic word-of-mouth in social networking sites
TL;DR: In this paper, a conceptual model that identifies tie strength, homophily, trust, normative and informational interpersonal influence as an important antecedent to eWOM behavior in SNSs was developed and tested.
Journal ArticleDOI
What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature
TL;DR: In this article, a multi-dimensional analysis of electronic word-of-mouth (eWOM) communication has been conducted based on a systematic review of 190 studies and the key issues in current and emerging literature and propose important questions for future research.
Journal ArticleDOI
Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance
Sang-Hyun Kim,Hyunsun Park +1 more
TL;DR: The results of an empirical analysis based on a sample of 371 s-commerce users indicate that all the characteristics of s-commerce had significant effects on trust and that trust hadsignificant effects on purchase and WOM intentions.
References
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Role of Product-Related Conversations in the Diffusion of a New Product:
TL;DR: In this article, the authors investigate the short-term sales effects of product-related conversations and find that exposure to favorable comments aids acceptance of a new product in the short term, while negative comments do not.
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The market maven: A diffuser of marketplace information.
Lawrence Feick,Linda L. Price +1 more
TL;DR: The research focus is individuals who have information about many kinds of products, places to shop, and other facets of the market, and initiate discussions with and respond to information request as mentioned in this paper.
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Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web
John Eighmey,Lola McCord +1 more
TL;DR: In this article, the authors examined the audience experience associated with websites and found that personal involvement and continuing relationship were important factors when examining audience reactions to websites and established the importance of website organizational concepts and considerations of design efficiency in the development of websites that attract repeat visits.
Journal ArticleDOI
The Firm's Management of Social Interactions
David Godes,Dina Mayzlin,Yubo Chen,Sanjiv Ranjan Das,Chrysanthos Dellarocas,Bruce E. Pfeiffer,Barak Libai,Subrata K. Sen,Mengze Shi,Peeter W.J. Verlegh +9 more
TL;DR: In this paper, the authors identify a list of unanswered questions of potential interest to both researchers and managers, and identify and discuss four principal, non-mutually exclusive, roles.