The DOI matches its Crossref record.
Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email
Abstract
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.
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Citations
Cited by
Kim, S., & Park, H. (2013) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2012.11.006 · Cited by 1,037
Aral, S., & Walker, D. (2011) · Management Science · doi:10.1287/mnsc.1110.1421 · Cited by 786
Alexandrov, A., Lilly, B., & Babakus, E. (2013) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-012-0323-4 · Cited by 448
Alhabash, S., McAlister, A. R., Lou, C., & Hagerstrom, A. (2015) · Journal of Interactive Advertising · doi:10.1080/15252019.2015.1071677 · Cited by 128
So, J., Prestin, A., Lee, L., Wang, Y., Yen, J., & Chou, W.-Y. S. (2016) · Health Communication · doi:10.1080/10410236.2014.940675 · Cited by 123
Metadata
- Authors
- Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2004-12
- Volume
- 44
- Issue
- 4
- Pages
- 333-348
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W2146943142
- Cited by
- 940
- References
- 0
- FWCI
- 29.13
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. https://app.cochat.ai/papers/10.1017/s0021849904040371
- The paper
- Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email. Journal of Advertising Research. https://doi.org/10.1017/s0021849904040371
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
