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توضیحات :
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مشخصات این مقاله :
عنوان مقاله :
Consumer Decision-making Processes in Mobile Viral Marketing Campaigns
ترجمه فارسی عنوان :
فرآیند تصمیم گیری مصرف کننده در کمپین بازاریابی ویروسی موبایل
سال انتشار : 2014
متعلق به مجله یا ژورنال : نشریه بازاریابی تعاملی – Journal of Interactive Marketing
فرمت: PDF
تعداد صفحات: 12
شماره پروژه: 5078
کلمات کلیدی :
Mobile commerce,Referral behavior,Sociometric indicators, Mobile viral marketing
تجارت موبایل، رفتار مراجع، شاخص ، بازاریابی ویروسی موبایل
چکیده :
Abstract
The high penetration of cell phones in today’s global environment offers a wide range of promising mobile marketing activities, including mobile viral marketing campaigns. However, the success of these campaigns, which remains unexplored, depends on the consumers’ willingness to actively forward the advertisements that they receive to acquaintances, e.g., to make mobile referrals. Therefore, it is important to identify and understand the factors that influence consumer referral behavior via mobile devices. The authors analyze a three-stage model of consumer referral behavior via mobile devices in a field study of a firm-created mobile viral marketing campaign. The findings suggest that consumers who place high importance on the purposive value and entertainment value of a message are likely to enter the interest and referral stages. Accounting for consumers’ egocentric social networks, we find that tie strength has a negative influence on the reading and decision to refer stages and that degree centrality has no influence on the decision-making process.
مقدمه این مقاله :
Introduction
The effectiveness of traditional marketing tools appears to be diminishing as consumers often perceive advertising to be irrelevant or simply overwhelming in quantity (Porter and Golan 2006). Therefore, viral marketing campaigns may provide an efficient alternative for transmitting advertising messages to consumers, a claim supported by the increasing number of successful viral marketing campaigns in recent years. One famous example of a viral marketing campaign is Hotmail, which acquired more than 12 million customers in less than 18 months via a small message attached at the end of each outgoing mail from a Hotmail account informing consumers about the free Hotmail service (Krishnamurthy 2001). In addition to Hotmail, several other companies, such as the National Broadcasting Company (NBC) and Proctor & Gamble, have successfully launched viral marketing campaigns (Godes and Mayzlin 2009). In general, a viral marketing campaign is initiated by a firm that actively sends a stimulus to selected or unselected consumers. However, after this initial seeding, the viral marketing campaign relies on peer-to-peer communications for its successful diffusion among potential customers. Therefore, viral marketing campaigns build on the idea that consumers attribute higher credibility to information received from other consumers via referrals than to information received via traditional advertising (Godes and Mayzlin 2005). Thus, the success of viral marketing campaigns requires that consumers value the message that they receive and actively forward it to other consumers within their social networks.Mobile devices such as cell phones enhance consumers’ ability to quickly, easily and electronically exchange information about products and to receive mobile advertisements immediately at any time and in any location (e.g., using mobile text message ads) (Drossos et al. 2007). As cell phones have the potential to reach most consumers due to their high penetration rate (cf., EITO 2010), they appear to be well suited for viral marketing campaigns. As a result, an increasing number of companies are using mobile devices for marketing activities. Research on mobile marketing has thus far devoted limited attention to viral marketing campaigns, particularly with respect to the decision-making process of consumer referral behavior for mobile viral marketing campaigns, e.g., via mobile text messages.Thus, the factors that influence this process remain largely unexplored.
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