Viral marketing: Motivations to forward online content

Ho, Jason; Dempsey, Melanie

doi:10.1016/j.jbusres.2008.08.010

Cited by 422 publications

(349 citation statements)

References 33 publications

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“…Studies concerning sharing on social media have highlighted an altruistic motivation (e.g. Ho and Dempsey 2010;Ma and Chan 2014;Munar and Jacobsen 2014). found that consumers view UGC on social media as being motivated by altruism, unlike advertising generated by advertisers.…”

Section: Altruismmentioning

confidence: 99%

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

2018

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Organisations are increasingly utilising social media to advertise to, and interact with, consumers. Sponsored advertisements embedded into targeted users' social media feeds appear less invasive than standalone advertisements but, unlike organic postings, incur financial cost. Given that friends' posts attract most attention, this research employs Uses and Gratifications theory to determine salient motivations for users' intentions to share sponsored advertisements, framed in the tourism context. Survey data was collected (n = 487) and analysis revealed altruism, entertainment, socialising, and information seeking to be significant positive drivers of intention to share tourism-related sponsored advertisements on Facebook. Notably, information sharing was found to have a negative effect, while self-expression had no significant effect. In addition, the motivations were not found to significantly differ between males and females. This study contributes to theoretical understanding of users' intentions to share sponsored advertisements within the social media environment and provides practical recommendations to help tourism marketers maximise reach.

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Section: Altruismmentioning

confidence: 99%

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

2018

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“…47, 2013 183 Retransmission Positivity bias. The decision to share information involves considerations such as interests of potential recipients, their feelings, peer recognition, peer reputation, and tie strength (40)(41)(42)(43). This suggests that positively valenced materials will be shared more widely because they help build or maintain positive images of the sender.…”

Section: Selectionmentioning

confidence: 99%

Content Characteristics Driving the Diffusion of Antismoking Messages: Implications for Cancer Prevention in the Emerging Public Communication Environment

et al. 2013

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).This study examined how content characteristics of antitobacco messages affect smokers' selective exposure to and social sharing of those messages. Results from an experiment revealed that content features predicting smokers' selection of antismoking messages are different from those predicting whether those messages are shared. Antismoking messages smokers tend to select are characterized by strong arguments (odds ratio = 2.02, P = .02) and positive sentiments (odds ratio = 3.08, P = .03). Once selected, the messages more likely to be retransmitted by smokers were those with novel arguments (B = .83, P = .002) and positive sentiments (B = 1.65, P = .005). This research adds to the literature about the content characteristics driving the social diffusion of antitobacco messages and contributes to our understanding of the role of persuasive messages about smoking cessation in the emerging public communication environment. J Natl Cancer Inst Monogr 2013;47:182-187 Cigarette smoking remains the leading preventable cause of mortality in the United States and is a significant cancer risk factor. More than 90% of lung cancer is attributable to smoking tobacco, and tobacco use significantly increases the risk of developing all of the most commonly diagnosed forms of cancer (1). Thus, tobacco control efforts are critically important for cancer prevention. Tobacco control programs have historically relied heavily on traditional mass media to spread antitobacco messages (2-4). But Web 2.0 and the social media have resulted in rapid, profound changes in the media landscape (5-7). Implications for cancer prevention and tobacco control are just beginning to be understood.Rapid diffusion of new information technologies has created unprecedented opportunities for exposure to and sharing of antitobacco-related messages (ie, messages designed to prevent or curtail tobacco use). As of 2012, 81% of adults in the United States use the Internet, and 59% said they looked online for health-related topics (5). Of online adults, 67% reported using social networking sites such as Facebook or Twitter (8). According to a recent survey (9), 53% of US adults get news forwarded to them via e-mail or social networking sites; 36% share news with their social networks via those platforms. In sum, the production and dissemination of health information in general, and of antismoking information in particular, is no longer in the hands of a few experts or major corporations; individuals now actively seek out, generate, and share information across their social networks (7,10).For more than 2 decades, tobacco control researchers have examined how exposure to televised antitobacco advertising affects individuals' cigarette smoking attitudes and behaviors (2,(11)(12)(13)(14). Although television advertising remains a critical component of tobacco control campaigns, it is becoming increasingly important to measure and understand the impact of antitobacco-related information across digital media platforms and the interactions across these platforms...

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“…Inclusion refers to the need to belong and need for individuation (or uniqueness). Individuation and affection were shown to be motivational factors for forwarding online information (Ho and Dempsey 2010). The need for control and rate of Internet content consumption were also associated with forwarding online content (Ho and Dempsey 2010).…”

Section: Motivations To Engage In Electronic Word Of Mouthmentioning

confidence: 95%

“…Ho and Dempsey (2010) investigated the motivational factors of Internet users' incentives to forward online content. They based their study on the theory of fundamental interpersonal relations orientation (FIRO) (Schutz 1966), which posits that individuals have three interpersonal needs.…”

Section: Motivations To Engage In Electronic Word Of Mouthmentioning

confidence: 99%

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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titles.Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers.The rapid growth of E-WOM is an indication of consumers' increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer's website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional subdimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of eservicescape, i.e., interactivity and ease of payment.These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers' perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers' trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM. Overview of E-WOM E-WOM is defined as "forwarding actions through email, instant messaging or other communication media that are of high 'addressability'" (Ho and Dempsey 2010, p. 1000). E-WOM communication is traditional word-of-mouth (WOM) behavior evolved and adapted to electronic media, where individuals often convey messages in...

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Viral marketing: Motivations to forward online content

Cited by 422 publications

References 33 publications

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

Content Characteristics Driving the Diffusion of Antismoking Messages: Implications for Cancer Prevention in the Emerging Public Communication Environment

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

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