The viral marketing

Résumé du document

Viral marketing (VM) is " the strategy of getting consumers to sell a product on behalf of the company
that creates it" (Solomon et al.,2006) and "used primarily in Web marketing" (Wells,Moriaty,
and Burnett, 2006, 569). Word-of-mouth (WOM) and group influence (GI) are the main attributes
of an effective viral communication strategy for marketers.

Extraits

[...] WOM also results from group influence. It is said that influence of other's opinion overweight one's own perception (Solomon et al. 2006). In fact, “individuals in search of pertinent information frequently turn to others within their social sphere that are better informed” (Kahle 2001, 74). Group Influence and viral strategy Considering influencers in a viral strategy can bring a communication campaign more effective for some reasons. First, in a viral context, influencers are more powerful to develop an interactive communication process between companies and consumers. [...]

[...] Internet not only provides opinion leaders (subject of chat room) with efficient ways to disseminate information, but also greatly facilitates information searching for opinion seekers (participants to discussions)”.Thus, in case of a positive reference group, opinion leaders are factors of success to the development of firms (product, service, branding) and consumer satisfaction. To sum up, we have seen that WOM and GI are major factors of an effective viral communication strategy. While WOM facilitates the decision making process, it is also appreciated by consumers in addition to be effective, cheap and widespread. [...]

[...] 2006) the subject is treated in detail to support that all interpersonal conversations are product-related. REFERENCES Solomon M.; Dann S., Dann S., Russell-Bennett R Consumer behavior: Buying, Having, Being, Frenchs Forest: Pearson Education Australia. Wells,W.,S. Moriaty and J. Burnett Advertising: principles and practices, New jersey: Pearson Prentice Hall. Chen, C.H Word-of-mouth Information gathering: an exploratory study of Asian international student searching for Australian higher education services. Thesis, Queensland University of Technology. Godfrey, H. 2004.The hottest ideas in word of mouth advertising : what works, what doesn't, what's fake, and why. Los Angeles: Americas Group. [...]

[...] Israel Naked conversations : how blogs are changing the way businesses talk with customers. Hoboken: John Wiley. Kahle,L Internet applications in Euromarketing. Binghamton: International Business press Rayport, Jaffrey F and Jaworski, Bernard J Chapter Customer Interface. In McGraw-Hill e-commerce, ed. McGraw-Hill, 113-166. Irwin: Boston. Queensland University of Technology: course Material Database https://olt.qut.edu.au/bus/BSB119/sec/index.cfm?fa=displayPage&rNum=406939 (accessed on May 2007) Sun, T., Youn, S., Wu, G., and Kuntaraporn, M Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication, article 11. [...]

[...] WOM includes the personal communication value. Interestingly, in the consumer behavior environment, WOM is a “product information transmitted by individual consumers on an informal basis” (Solomon et al. 2006). Its effectiveness is measured at different levels. First, WOM facilitates the decision making process at all levels. Chen (2006,35) argues that WOM reduces time spent in information research. He cites Murray to say it helps to confirm “consumers own judgment and boost self-confidence before or after purchasing services”. Notably, while it also diminishes “perceived risk on . [...]