haku: @all viral marketing / yhteensä: 10
viite: 4 / 10
| Tekijä: | Bruyn, A. De Lilien, G.L. |
| Otsikko: | A multi-stage model of word-of-mouth influence through viral marketing |
| Lehti: | International Journal of Research in Marketing
2008 : SEP, VOL. 25:3, p. 151-163 |
| Asiasana: | USA decision making models Internet marketing marketing channels |
| Vapaa asiasana: | online marketing viral marketing electronic referrals word-of-mouth |
| Kieli: | eng |
| Tiivistelmä: | During the growth and evolution of the Internet, marketers have tried to exploit the potential of electronic peer-to-peer referrals (here as: el-refs.) through viral marketing (hereafter as: v-m.) campaigns (here as: cpgns). However, v-m. cpgns. have become problematic and challenging to use due to spam and email-based viruses spreading all-over in the electronic communications. The key driver in v-m. is the effectiveness of unsolicited, el-refs. to create awareness, trigger interest, and generate sales or product adoption. This paper develops a model to help identify the role that word-of-mouth plays during each stage of a v-m. recipients' decision-making process, incl. the moderating conditions. An innovative methodology for gathering data in real time is presented. The model and methodology are empirically tested via a field study observing the reactions of 1100 individuals after receiving an unsolicited e-mail from one of their acquaintances, inviting them to take a survey and in turn spread the word about it. It is found that characteristics of the social tie influenced recipients' behaviours, yet with different effects at different stages: tie strength facilitated awareness, perceptual affinity triggered recipients' interest, and demographic similarity had a negative influence on each stage of the decision making process. |
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