Social and attitudinal determinants of viral marketing dynamics
نویسنده
چکیده
At this time of uncertainty, viral marketing is emerging as one of the most intriguing communication strategies, due to low cost and the results it obtains. However, the success of this kind of practice depends on a range of factors including what we explore and refer to in the present research as the individual’s ‘‘viral dynamics’’. We thus propose a causal model in which viral dynamics is determined by the individual’s social capital and prior attitudes. Based on a survey of young adults, the authors test the effects of structural and relational capital as well as attitudes on viral dynamics. The results evidence that the individual’s connectedness in the email network does not impact viral dynamics, whereas the individual’s integration and relationship with the network and the attitudes towards viral messages prove critical to the individual involved in the receiving-forwarding process. 2011 Elsevier Ltd. All rights reserved.
منابع مشابه
Social and attitudinal determinants of viral marketing dynamics
Cyberspace refers to new tools for marketers to improve the efficiency and effectiveness of marketing communications and offer new approaches to gain and retain customers. One of its aspects is online interpersonal influences. It can be said that viral marketing is an internet-based communication strategy that exploits the transmittable nature of information dissemination on the Internet. This ...
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