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view” of assessing the returns on service quality and satisfaction based on a thorough understanding of the associated costs and benefits (Buttle, 1998, pp76-89).
A strategy called “viral marketing” was used by many companies to pursue the profit. Before the “viral marketing” appears, a marketing strategy called “word of mouth” was used in that way. Haywood (1989) believed that Word-of-Mouth (WOM) refers to oral, person-to-person communication between a receiver and a communicator which the receiver perceives as a noncommercial message, regarding a brand, product or service.
Even though WOM strategy can bring huge benefits to a company, the development of technology usage has upgraded the word of mouth strategy to a new one call “viral marketing” (Richins, 1999). These years, stationary Internet consumers’ communication environment has been changed and enriched. As a result WOM has gained new significance and WOM on the stationary Internet was termed “viral marketing”.
This view was supported by Godes and Mayzlin (2004), that Viral or word-of-mouth marketing has become very popular because it has a new medium—the Internet. According to one venture capital firm, 76 percent of new business plans have the words "viral marketing" in them (File, Cermak and Prince, 2000). Using e-mail makes it incredibly easy to pass information on to a friend or colleague, especially if it involves something fun or free. With millions using the Internet all over the world, the potential for exponential growth is quite huge.
2.3 What is Viral Marketing
Since the term viral marketing was introduced in 1997, many disagreements exist about its definition. Subramani and Rajagopalan (2003) view it as word-of-mouth advertising in which consumers tell other consumers about the product or service. Yang and Allenby (2003) argued that true viral marketing differs from word-of-mouth in that the value of the virus to the original consumer is directly related to the number of other users it attracts. Shirky (2000) suggests that, in generally, viral marketing would be word-of-mouth advertising to most people. More importantly, however, he adds that the concept describes viral marketing as a way of getting new customers by encouraging honest communication among consumers. The originator of each branch of the virus has a unique and vested interest in recruiting people to the network. (Modzelewski, 2000, p.30).
According to Senecal and Acques (2004) suggestion, purchasing is part of a social process, it involves a one-to-one interaction between the company and the customer and many exchanges of information and influence among the people who surround the customers. They also suggest that many effective networks comprise hubs, clusters, and connections among clusters. In these networks, people will notice a constant flow of green sparks between certain nodes.
Wilson (2000) said that viral marketing is sort of this explosion that you start with one customer and he/she will tell people and pass it on continuously. In Dichter’s (2001, p47) opinion, “viral marketing is the idea that you incite your customers or referral sources to pass on something about your business to their network of colleagues and friends”. There is a similar saying that viral marketing describes any strategy that encourages customers to pass on a marketing message to others, creating the potential for exponential growth in the message's expo本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。