RT Journal Article
SR Electronic
T1 Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 333
OP 348
DO 10.1017/S0021849904040371
VO 44
IS 4
A1 Joseph E. Phelps
A1 Regina Lewis
A1 Lynne Mobilio
A1 David Perry
A1 Niranjan Raman
YR 2004
UL http://www.journalofadvertisingresearch.com/content/44/4/333.abstract
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.