Viral Marketing Communication: The Internet Word-of-Mouth

Viral Marketing Communication – A study on consumer perception and response MBA Thesis ’2009
H 4 : Consumers are more receptive to VMC which market services compared to others
which sell products
Question Statement Calculation Final response
16 I trust more in what people are saying
about services than products
x + CI = 3.64
x – CI = 3.24
AGREE
Table 5.8: Results of questionnaire for H 4
Summary of questionnaire results for H 4
Respondents agree in general that they have a higher level of trust in what people say more
about services than products. Looking back at our literature review, there was also evidence
gather from Buttle (1998) and Murray (1991) that WoM is of higher importance and
influence when it comes to services than products. We define “receptive” as being open and
willing to receive in a favorable manner. Thus, a higher level of trust in what people say will
give rise to a higher level of receptivity. This shows that both the questionnaire findings and
literature review are in favor of our hypothesis.
H 5 : Negative VMC has a stronger influence on consumer’s perception and behavior
than positive communication
Question Statement Calculation Final response
9 I am more affected by negative comments
about products as compared to positive
comment
x + CI = 2.88
x – CI = 2.56
AGREE
Table 5.9: Results of questionnaire for H 5
Summary of questionnaire results for H 5
Question 9 in our survey clearly indicates that respondents agree that negative comments
affect them more as compared to positive comments. In addition, our literature review
revealed early research from Arndt (1967) that negative WoM is a stronger influence than
positive WoM information, which was subsequently proven by many other later researchers
like Mizerski (1982). This helps to prove that the hypothesis is valid.
Low Jiun Wee Xavier and Goh Yun Shuang Summer Page 40 of 93