Viral Marketing Communication: The Internet Word-of-Mouth

Viral Marketing Communication – A study on consumer perception and response MBA Thesis ’2009
Mizerski, 2005). Previous research has shown that strong ties are more likely to be activated
for information flow than weak ties (Reingen & Kernan, 1986; Brown & Reingen, 1987).
Moreover, the amount of WoM communication generated is generally higher within groups
with strong tie relations than within groups with weak tie relations (Bone, 1992).
Regarding WoM motivation, Sundram et al (1998) found that consumers engaged in WoM
communications for unselfish, product involvement and self-enhancement reasons. For
example, a consumer may recommend a product to a friend out of goodwill and a desire to
help or as a result of his or her positive consumption experience with the product. However,
on the other hand, a consumer may also complain and engage in negative WoM if dissatisfied
with his or her consumption experience with a product or company. Others may engage in
positive WoM communications to demonstrate their expertise in a certain product area such
as computers and fashion or negative WoM in order to project their social status and power.
Gatignon and Robertson (1986) cited decision support, decision justification, social status
and social power as the main motivators for WoM communications. Another study carried
out by Mangold et al (1999) found that the three key factors most likely to stimulate WoM
were 1) a strong need on the part of the WoM receiver, 2) coincidental communication
between WoM communicator and receiver relating to a broader subject and 3) a high level of
satisfaction or dissatisfaction with the product on the part of the WoM communicator.
Despite the importance and influence of WoM, it has remained one of the most neglected
marketing areas (Silverman, 2001). According to Mangold et al (1999), only a small
percentage of WoM communications were stimulated by active corporate promotional
efforts. To date, relatively few companies have tried to harness the full potential of the power
of WoM communications (Buttle, 1998).
Moving on to viral marketing, as mentioned in Chapter 1, it is still at an early stage of
development and much of the current VMC literature research is concerned with
understanding the motivations and behaviors of passing on e-mail messages (Cruz & Fill,
2008). Research into VMC has attempted to measure specific aspects of WoM. For example,
Godes and Mayzlin (2004) and Gruen et al (2006) made use of online conversations to study
WoM. Vilpponen et al (2006) employed a “whom-told-whom” methodology to trace the
information flow of internet campaigns. Recently, Cruz and Fill (2008) conducted pioneering
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