摘要:Viral marketing is a powerful strategy for both marketers and recipients to benefit from the helpfulness of individuals in social networks. However, success viral marketing strategy depending on the recognition of the strong need for influencers to be viewed as knowledgeable helpers in the social network rather than as agents of the marketer.
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What is great about viral marketing is that it is low cost and works virtually by itself. Once you make an offer and provide the facility, for referrals, viral marketing spreads by itself very faster, just like a virus (Hogan, Lemon and Libai, 2004). Just like Tafe (2007) said that, Hotmail only cost 18 months to get 12 million users by using viral marketing that let users to referral users, it cost nothing to do Ads, only use free email account.
Viral marketing has been studied both as an input into consumer decision-making, and as an outcome of the purchase process (Holmes and Lett, 1997). In the pre-purchase stage, as a risk reducing strategy, consumers seek product information by participating in the viral marketing process. Positive and negative messages are examples of exit behaviors exhibited by consumers at the conclusion of a service encounter ((Hogan, Lemon and Libai, 2004) or usage of a product (Naylor and Kleiser, 2000).
Anderson (1998) pointed out that viral marketing could “influence consumers’ choices and purchase decisions, and shape consumers’ expectations, pre-usage attitudes, even post-usage perceptions of a product or service”. It is believed that the influence of viral marketing is much greater than that of classic advertising media (Gremler, Gwinner and Brown, 2001).BMW is a good example, it supply 5 video clips to watch and download for free, and then get over 11 million visitor in 4 months. The sales of BMW car are increase 12.5% in the next year (Hespos, 2002). It seems that video clips and internet can make viral marketing working effectively.
Viral marketing has been referred to as product-related conversation, personal recommendations, informal communication, and interpersonal communication (Jacob, Barak and Muller, 2001). There are one big distinction between viral marketing activities and commercial mass communication. As viral marketing is a consumer-dominated channel of information, the communicator is thought to be independent of the marketer (Lau and NG, 2001). As a result, it is recognized by customers as a more reliable, credible, and trustworthy source of information. It provides information concerning product performance and the social and psychological consequences of a purchase decision (Naylor and Kleiser, 2000). For example, Myspace use viral marketing to make the users to referral itself and make a big success (Dwyer, 2007).
Viral marketing can convert lower order cognition and affect to higher order cognition and affect, which in turn can lead to committed behaviors of receivers (Baker, 2005). The credibility of viral marketing, coupled with the probability that a receiver will be more highly involved in a viral marketing message than an advertisement, lends itself to the formation of such higher order beliefs and cognition. Through multiple dyads and retransmission, one message can reach and potentially influence many receivers (Henning-Thurau, Gwinner, Walsh and Gremler, 2004). Make good use of the customers’ internet social networks, like using free email referrals and internet chat rooms, the information can spread sharply (Domingos, 2006).
The effectiveness of viral marketing can also be explained by the accessibility-diagnosticity model (Hogan, Lemon and Libai, 2004). Some findings suggest that vividly (face-to-face) presented information is more memorable to customers and is weighed more heavily in their judgments (Henning-Thurau, Gw
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