£43.00

LAP Lambert Academic Publishing Viral Word-of-mouth and Email campaigns: Influencing viral word-of-mouth and the transmission of emails on the Internet

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Description

With the explosion of SPAM mail and the proliferation of viral marketing campaigns, the factors affecting the rapid transmission of messages becomes more and more important. This research study focused on the impact of source characteristics and of providing consumers with additional motivations to act in propagating viral word-of-mouth. Ihe influence of strong ties and demographic and perceptual homophily are discussed in their role in encouraging people to view websites, forward e-mail messages, and try out new products. To complement these source characteristics, the presence of motivations to act such as offering discounts, providing entertainment value, and having a link to online communities was also explored.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
26 August 2009
Listed Since
28 August 2009

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