Forwarding viral messages: what part does emotion play?

A. Dobele, M. Beverland, A. Lindgreen, R. Wijk, van

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

Viral marketing continues to prove a cost effective and efficient tool for the dissemination of marketing messages from firms to clients and beyond. But why is it that some messages are forwarded (and forwarded again and again and again) while other messages do not make it past the first inbox? This paper uses ten viral messages to explore the forwarding behaviour of ten viral messages. Forwarding/non-forwarding behaviour is linked to emotion as a possible motivator and explanation of behaviour. Results indicate that the use of emotion, specifically humour, matched with an original use of technology encourages forwarding behaviour. Males and females are alike in their willingness to forward a message that engages them and to delete a message that does not, for example, make them laugh.
Original languageEnglish
Title of host publicationAdvancing Theory, Maintaining Relevance: Proceedings of the Australia and New Zealand Marketing Academy Conference 2006
Editorsxx Drennan
Place of PublicationBrisbane
PublisherQueensland University of Technology
Publication statusPublished - 2006
Eventconference; Australia and New Zealand Marketing Academy Conference (ANZMAC); 2006-12-04; 2006-12-06 -
Duration: 4 Dec 20066 Dec 2006

Conference

Conferenceconference; Australia and New Zealand Marketing Academy Conference (ANZMAC); 2006-12-04; 2006-12-06
Period4/12/066/12/06
OtherAustralia and New Zealand Marketing Academy Conference (ANZMAC)

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