Buradasınız

Anasayfa » Content

Determinants of Passing on Viral Messages Empirical Analysis of a Viral Marketing Campaign on Facebook

Journal Name:

  • Online Journal of Communication and Media Technologies

Publication Year:

  • 2014

Key Words:

Author NameUniversity of Author
Abstract (2. Language): 
Internet has evolved into a dynamic network where people can easily and constantly interconnect. Social-media-platforms allow consumers to interact and inform each other, likewise on products and services. Under pressure of increasing customer-resistance toward traditional advertising-forms marketers have to find new, effective forms. Viral-marketing on social-media therefore plays an important role, evoking the question which factors really have an impact on the success of viral-marketing-strategies. Therefore, we undertake an empirical study to analyze and compare factors influencing the behavior of forwarders and non-forwarders of viral messages, examining the effect of brand-attitude, brand-experience and self-congruity on recipients’ forwarding behavior on the basis of a real viral-marketing-campaign on Facebook about Tiger Balm. Generally, the paper provides evidence that there are significant differences between people who pass-on a viral message and those who don’t. Accordingly, it is vitally important to select adequate consumers who should be first recipients of a viral marketing message.
Bookmark/Search this post with
FULL TEXT (PDF): 
PDF icon arastirmax-determinants-passing-viral-messages-empirical-analysis-viral-marketing-campaign-facebook.pdf
  • 4
14
33
  • English

REFERENCES

References: 

Ajzen, I., and Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.
Batra, R., and Stayman, D.M. (1990). The Role of Mood in Advertising Effectiveness. Journal of Consumer Research, 17(2), 203-214.
Bauer, H., Martin, I., and Albrecht, C.-M. (2007). Viral Marketing. In: H. Bauer, D. Groß-Leege, and J. Rösger (ed.), Interactive Marketing in the Web 2.0+ (p. 57-71). München: Vahlen.
Brakus, J. J., Schmitt, B. H., and Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52-68.
Burson-Marsteller (2007). The power of online influencers: Your company’s newest stakeholder Group. Retrieved on 01/13/2012 from: http://www.burson-marsteller.com/ Practices_And_Specialties/AssetFile/E-Fluentials%20Brochure.pdf.
Federal Association of Digital Economy (2009). Social media compass. Düsseldorf.
Carroll, B., and Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
Cheung, C. M. K., and Thadani, D. R. (2010, June). The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis. In: 23. BLED eConference on eTrust: Implications for the Individual, Enterprises and Society (p. 329-345).
Cheung, M., Luo, C., Sia, C., and Chen, H. (2009). Credibility of Electronic Word-of- Mouth: Informational and Normative Determinants of Online Consumer Recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
Chevalier, J. A., and Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354.
Claiborne, C. B., and Sirgy, J. M. (1990). Self-Congruity as a Model of Attitude Formation and Change. Conceptual Review and Guide for Future Research. In: B. J. Dunlap (ed.), Developments in Marketing Science, 13 (p. 1-7).
Clow, K. E., and Baack, D. (2005). Concise Encyclopedia of Advertising. New York: Best Business Books: Haworth Reference Press.
Doh, S. J., and Hwang, J. S. (2009). How Consumers Evaluate eWOM (Electronic Word-of-Mouth) Messages. Cyberpsychology and Behavior, 12(2), 193-197.
Engel, J., Kegerreis, R., and Blackwell, R. (1969). Word-of-mouth Communication by the Innovator. Journal of Marketing, 33(3), 15-19.
Online Journal of Communication and Media Technologies
Volume: 4 – Issue: 4 – October - 2014
© Online Journal of Communication and Media Technologies 31
Facebook (2011). Facebook Statisticsheet. Retrieved on 11/23/2011 from http://www.facebook.com/press/info.php?statistics
Feick, L.F., and Price, L.L. (1987). The Market Maven: A Diffusor of Marketplace Information. Journal of Marketing, 51, 83-97.
Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford: University Press.
Gauri, D., Bhatnagar, A., and Rao, R. (2008). Role of Word of Mouth in Online Store Loyalty. Communications of the ACM, 51(3), 89-91.
Gladwell, M. (2000): The Tipping Point: how little things can make a big difference (1st ed.). New York: Little Brown.
Philosophy Dictionary (2012). Doubts. Retrieved on 01/25/2012 from:http://www.philosophie-woerterbuch.de/online-woerter-buch/?tx_gbwbphilos ophie_main[entry]=985&tx_ gbwbphilosophie_ main[action]=show&tx_gbwbphilosophie_main[controller]=Lexicon&cHash= 37de8e9e1385d33db09d9b542287cc4b
Haywood, K.M. (1989). Managing Word of mouth Communications. Journal of Services Marketing, 3(2), 55-67.
Hovland, C.I. (1948). Social Communication. Proceedings of the American Philosophical Society, 92(5), 371-375.
Katz, E., and Lazarsfeld, P.F. (1960). Personal Influence: The Part Played by People in the Flow of Mass Communication (2nd ed.). Glencoe, IL: Free Press.
Kiecker, P., and Cowles, D. (2001). Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth. Internet Applications in Euromarketing, 11(2), 71-88.
Kirby, J., and Marsden, P. (2006). Connected Marketing. The viral, buzz and word of mouth revolution. London: Elsevier.
Kotler, P., and Armstrong, G. (2006). Principles of Marketing (11th ed.). New Jersey: Prentice Hall.
Langner, S. (2007): Viral Marketing. How to trigger and gainfully use Word-of-Mouth communication (2nd ed.). Wiesbaden: Gabler.
Lazarsfeld, P. F., Berelson, B., and Gaudet, H. (1948). The people’s choice: How the voter makes up his mind in a presidential campaign (2nd ed.). New York: Columbia University Press.
Luthans, F. (1981): Organizational Behavior (3rd ed.). New York: McGraw-Hill.
Online Journal of Communication and Media Technologies
Volume: 4 – Issue: 4 – October - 2014
© Online Journal of Communication and Media Technologies 32
Mangold, W.G., Miller, F., and Brockway, G.R. (1999). Word of mouth communication in the service marketplace. Journal of Services Marketing, 13, 73-89.
Mummendey, H. D., and Bolten, H.G. (1998). Die Impression Management Theorie. In: D. Frey, and M. Irle (ed.), Theorien der Sozialpsychologie Band III: Motivations- und Informationsverarbeitungstheorien (1st ed..) (p. 57-78). Bern: Verlag Hans Huber.
Nienstedt, H.-W., Huber, F., and Seelmann, C. (2012). The impact of the congruence between the brand personality and the self perception of the consumer on the loyalty to print and online issues of magazine brands. The International Journal of Media Management, 14(1), 3-26.
Nießing, D. (2007): Customers-recruit-customers campaigns. An empirical analysis of transmitter-receiver dyad for designing recommendation management (1st ed.). Wiesbaden: GWV Fachverlag.
Obermiller, C., and Spangenberg, E. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159-186.
O' Reilly, T. (2005). Web 2.0 Definition. Retrieved on 04/25/2012 from: http://radar.oreilly.com/2005/10/web-20-compact-definition.html
Pingel, N. (2010). Brand experience as success factor for social media campaigns. Retrieved on 01/18/2012 from: http://www.ethority.de/weblog/2010/03/09/brand-experience-als-erfolgsfak...
Razorfish (2009), The Razorfish Digital Brand Experience Report 2009: Key Findings. Retrieved on 01/18/2012 from: http://www.slideshare.net/razorfishmarketing/feed-the-razorfish-digital-...
Sher, P., and Lee, S. (2009). Consumer Skepticism and Online Reviews: An Elaboration Likelihood Model Perspective. Social Behavior and Personality, 37(1), 137-144.
Sirgy, M. J. (1985). Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation. Journal of Business Research, 13(3), 195-206.
Sirgy, M. J. (1986). Self-Congruity. Toward a Theory of Personality and Cybernetics. New York: Praeger.
Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J., Chon, K.-S., Claiborne, C. B., Johar, J. S., and Berkman, H. (1997). Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence. Journal of the Academy of Marketing Science, 25 (3), 229-241.
Online Journal of Communication and Media Technologies
Volume: 4 – Issue: 4 – October - 2014
© Online Journal of Communication and Media Technologies 33
Walsh, G., Wiedmann, K. P., and Frenzel, T (2005). The identification of eMavens on Music-Websites. Marketing ZFP, 27(1), 41-54.
Wilson, R. F. (2000). The Six Simple Principles of Viral Marketing. Retrieved on 12/01/2011 from: http://www.wilsonweb.com/wmt5/viral-principles.htm
YouTube (2011): Tiger Balm takes you to the New York Marathon. Retrieved on 12/12/2011 from: http://www.youtube.com/watch?v=fOjUmJ0SKJw
Zaichowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.
Zaichowsky, J. L. (1994). Research Notes: The Personal Involvement Inventory: Reduction, Revision and Application to Advertising. Journal of Advertising, 23(4), 59-69.

Thank you for copying data from http://www.arastirmax.com