The decision‐making process in viral marketing—A review and suggestions for further research

Abstract

Viral marketing is used to widely distribute content. To achieve this goal, the basic decision‐making process from content reception to interaction must be clarified. This paper examines the decision‐making process of individuals in viral marketing using a new dynamic model. In addition, this work reviews the existing literature on viral marketing and structures to identify existing issues for further research. The decision‐making process is basically divided into two stages. In the first decision stage, individuals decide whether content should be considered. When individuals agree to view the content, they decide in the second stage whether they want to interact with it. These two decisions are influenced by three factors: the framework conditions, content, and interaction aims. With the help of the decision model, this paper summarizes the most important findings from viral marketing research over the last 20 years. In addition, this work provides new opportunities for further research in the field of viral marketing.

Network and Revenue Analysis of an Affiliate Marketing Program in the Travel Industry

“…Along with it, marketing and advertisement has also been transformed over the past couple of decades. New marketing paradigms such as viral marketing and affiliate marketing have emerged and proven to be effective, playing an important role in the online ecosystem [Ho and Dempsey 2010, Reichstein and Brusch 2019, Watts and Peretti 2007, Duffy 2005, Ivkovic and Milanov 2010, Gregori et al 2014.…”

“…Over the past two decades, the online community has grown exponentially along with the number of channels for interaction (online social networks, blogs, social media, etc). Thus, viral marketing has been hailed to have an enormous potential, yet to be fully captured [Leskovec et al 2007, Ho and Dempsey 2010, Reichstein and Brusch 2019, Goel et al 2012. Problems such as how to start a successful viral marketing campaign has attracted much attention from academia and industry [Hinz et al 2011, Nguyen et al 2016.…”

“…In particular, online social networks (such as Facebook and Instagram) and search engines (such as Google) provide a novel paradigm for marketing and advertisement. Within the context of online social networks, viral marketing has emerged as promising and effective technique for product or service advertisements [Ho and Dempsey 2010, Reichstein and Brusch 2019, Watts and Peretti 2007. A less studied approach is affiliate marketing, which is becoming more widely adopted by companies, given its promises of boosting sales [Duffy 2005, Dwivedi et al 2017, Ivkovic and Milanov 2010.…”

Marketing Viral: Uma Análise sobre seus Efeitos nas Decisões de Compra dos Consumidores Jovens

“…Neste cenário dinâmico, imprevisível e em crescimento constante, viabilizado pela internet e as mídias sociais e potencializado pelo efeito "boca a boca eletrônico" (eWON), surge o marketing viral (JENDOUBI; MARTIN, 2020). Trata-se de um conjunto de ações de marketing digital que visam criar uma grande repercussão da sua mensagem, permitindo atingir muitas pessoas que a retransmitem, semelhante a um vírus (LÓPES;SICILIA, 2013;REICHSTEIN;BRUSCH, 2019;FARD;MARVI, 2020;JENDOUBI;MARTIN, 2020). Assim, o marketing viral é criado por empresas e eWOM é criado por consumidores, sendo assim, o marketing viral é a causa e o eWOM é o efeito (FARD; MARVI, 2020).…”

“…Nessa onda de mudanças, surgiu o marketing viral, produzindo ações voltadas a divulgação espontânea de conteúdos por parte de seus expectadores, propagando-se rapidamente e atingindo outros consumidores; comparando-se a um vírus ou infecção humana (REICHSTEIN;BRUSCH, 2019;JENDOUBI;MARTIN, 2020). Assim, através do dinamismo da comunicação boca a boca potencializada pela internet, a curiosidade das pessoas é despertada, motivando o compartilhamento espontâneo de conteúdo através de suas redes sociais (TORRES, 2009).…”