PT  - JOURNAL ARTICLE
AU  - Joseph E. Phelps
AU  - Regina Lewis
AU  - Lynne Mobilio
AU  - David Perry
AU  - Niranjan Raman
TI  - Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email
AID  - 10.1017/S0021849904040371
DP  - 2004 Dec 01
TA  - Journal of Advertising Research
PG  - 333--348
VI  - 44
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/44/4/333.short
4100  - http://www.journalofadvertisingresearch.com/content/44/4/333.full
SO  - J Advert Res2004 Dec 01; 44
AB  - Although viral marketing has garnered a great deal of attention in the trade press, almost nothing is known about the motivations, attitudes, and behaviors of the people (those sending the email to others) that constitute the essential component of any such strategy. This article reports the results of three studies that examine consumer responses and motivations to pass along email. Implications for target selection and message creation are discussed for advertising practitioners interested in implementing viral efforts, and suggestions for future research relating to computer-mediated consumer-to-consumer interactions are presented for academic researchers.