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Abstract
Internet has evolved into a dynamic network where people can easily and constantly interconnect. Social-media-platforms allow consumers to interact and inform each other, likewise on products and services. Under pressure of increasing customer-resistance toward traditional advertising-forms marketers have to find new, effective forms. Viral-marketing on social-media therefore plays an important role, evoking the question which factors really have an impact on the success of viral-marketing-strategies. Therefore, we undertake an empirical study to analyze and compare factors influencing the behavior of forwarders and non-forwarders of viral messages, examining the effect of brand-attitude, brand-experience and self-congruity on recipients’ forwarding behavior on the basis of a real viral-marketingcampaign on Facebook about Tiger Balm. Generally, the paper provides evidence that there are significant differences between people who pass-on a viral message and those who don’t. Accordingly, it is vitally important to select adequate consumers who should be first recipients of a viral marketing message.
Highlights
For a long time traditional Word-of-Mouth-Communication (WOM) has been an important research topic in academic literature (Engel et al, 1969; Czepiel, 1974; Haywood, 1989; Mangold et al, 1999)
This evolvement into a new form of communication is known as electronic word-of-mouth (Bickart, and Schindler, 2001; Godes, and Mayzlin, 2004; Hennig-Thurau et al, 2004)
In order to do so, we examine the effect of brand attitude, brand experience and self-congruity on recipients’ forwarding behavior on the basis of a real viral marketing campaign on Facebook
Summary
For a long time traditional Word-of-Mouth-Communication (WOM) has been an important research topic in academic literature (Engel et al, 1969; Czepiel, 1974; Haywood, 1989; Mangold et al, 1999). Concerning the nature of traditional WOM there are some limitations which arise from the regional, temporal and communicative framework, for example spreading information over a long distance or to different people not knowing each other. Those factors slow down the diffusion of information. Through the internet we can access information anytime and anywhere which resolves the limitations of traditional WOM (Hennig-Thurau et al, 2004) This evolvement into a new form of communication is known as electronic word-of-mouth (eWOM) (Bickart, and Schindler, 2001; Godes, and Mayzlin, 2004; Hennig-Thurau et al, 2004). Thereby viral marketing can be seen, just like eWOM, as a further development of traditional WOM referral marketing (Kotler, and Armstrong, 2006; Bauer et al, 2007)
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