Viral Marketing Communication: The Internet Word-of-Mouth

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Viral Marketing Communication – A study on consumer perception and response MBA Thesis ’2009 that our hypothesis is not valid. Further supporting evidence can be interpreted from the result that respondents disagree that they usually mass forward e-mails with financial benefits. Summing up this section, we have discussed the results of our structured questionnaire and analyzed how the findings validate or contradict each of our hypotheses. The table below shows our final results. Hypothesis Statement Final Result 1 VMC significantly increases the awareness of √ ACCEPT consumers but does not have a significant impact on consumer purchasing decisions 2 Consumers attach different level of trusts and credibility √ ACCEPT to the five forms of VMC. H 2a : E-mail messages have the lowest trust and credibility level H 2b : Forums have the highest trust and credibility level 3 A significant number of consumers view viral marketing × REJECT as spam messages and seldom pay attention to the contents 4 Consumers are more receptive to VMC which market √ ACCEPT services compared to others which sell products 5 Negative VMC has a stronger influence on consumer‟s √ ACCEPT perception and behavior than positive communication 6 Monetary incentive is the strongest motivator for × REJECT consumers to become “efluentials” – the active users and key people in the generation of viral messages Table 5.11: Final results of questionnaire for all hypotheses We will now present our interview findings and discuss if they help to support and confirm our questionnaire findings. 5.1.2 Results and implications of interviews As mentioned in the previous section, we have also categorized our interview questions in accordance to the six hypotheses. Similar to how we have analyzed our questionnaire findings, we will also discuss briefly on how our interview findings tie in with each of the six hypotheses. Low Jiun Wee Xavier and Goh Yun Shuang Summer Page 42 of 93
Viral Marketing Communication – A study on consumer perception and response MBA Thesis ’2009 Before presenting our interview results in relevance to the hypotheses, we would like to first summarize the results we obtained on respondents‟ perception towards VMC. Question Main quotes from respondents Summary of findings 1a) How will you define viral marketing “Virus spreading fast” “Non-traditional means of marketing” “Using word of mouth, or internet” “Fast spreading information” “Something rampant” “Like swine flu because it is epidemic” “Similar to word-of-mouth marketing, but has a greater effect due to the power of the internet” Majority of the respondents understand to an extent what viral marketing means. Some tie the word „viral‟ to current disease outbreaks and think that it spreads fast and rampant. In general, respondents know that viral marketing involves the spreading of information over the internet. 1b) What do you think is the difference between viral marketing and traditional marketing “Faster and cheaper” “Able to reach out to more consumers, and unknowingly” “Viral has a stronger call for action while traditional marketing is more passive” “Viral marketing advertises online but traditional advertises through traditional methods like TV commercials, pamphlets, brochures and posters” “Mass penetration” “Viral is not so trustworthy, traditional is more stable” “Traditional media is more tangible” “Viral marketing is a new concept” “Traditional Marketing probably engages in more traditional mediums like print, TV and radio etc. However, for viral marketing, it uses more advanced technology that deals more with Internet like Blogs and Forums” “Traditional Marketing seems more controllable (in the sense you can control what is passed on to consumers) but for viral marketing, it can go off in all directions from what you expect” Respondents generally believe that traditional marketing involves traditional mediums such as print, TV, radio and other collaterals such as posters. They correctly point out that VMC is a relatively new concept and makes use of more advanced technology. Interestingly, one respondent said that VMC is not trustworthy. Certain benefits and weakness of VMC, such as reaching out to more consumers and being uncontrollable, have also been identified. Table 5.12: Results of interview for perception towards VMC Summary of interview results for perception towards VMC Most of the respondents understand that viral marketing involves spreading of information over the internet. There is an inclination for them to link the term to a virus disease. They are Low Jiun Wee Xavier and Goh Yun Shuang Summer Page 43 of 93
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Viral Marketing Communication: The Internet Word-of-Mouth

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