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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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
Disentangling the effects of social network density on electronic word-of-mouth (eWOM) intention
Sohn, D. (2009) · Journal of Computer-Mediated Communication · doi:10.1111/j.1083-6101.2009.01444.x · Cited by 98
Motivational Drivers of Content Contribution to Company‐ Versus Consumer‐Hosted Online Communities
Teichmann, K., Stokburger‐Sauer, N. E., Plank, A., & Strobl, A. (2015) · Psychology & Marketing · doi:10.1002/mar.20783 · Cited by 86
Alhabash, S., Almutairi, N., Lou, C., & Kim, W. (2019) · Media Psychology · doi:10.1080/15213269.2017.1416296 · Cited by 80
Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying
Lim, W. M., Ahmed, P. K., & Ali, M. Y. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.03.093 · Cited by 79
How event information is trusted and shared on social media: a uses and gratification perspective
Kim, S.-E., Kim, H. L., & Lee, S. (2021) · Journal of Travel & Tourism Marketing · doi:10.1080/10548408.2021.1943600 · Cited by 53
Kwon, K. H. (2019) · Journal of Interactive Advertising · doi:10.1080/15252019.2018.1561342 · Cited by 22
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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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.
