Viral Marketing Communication: The Internet Word-of-Mouth

Viral Marketing Communication – A study on consumer perception and response MBA Thesis ’2009
able to state correctly that VMC is a relatively new concept and makes use of advanced
technology. In addition, certain benefits and weakness of VMC, such as reaching out to more
consumers and being uncontrollable, have also been identified.
H 1 : VMC significantly increases the awareness of consumers but does not have a
significant impact on consumer purchasing decisions
Question Main quotes from respondents Summary of findings
2c) Do you think
that word-ofmouth
helps you
to learn more
about brands of
product/services
“Yes”
“It does, only if the person relating it has
experienced it himself or herself”
“No, I take them as comments only”
“Yes, helps me to know more about
products”
“Yes, I think it helps to me to learn more.
Especially when it is a brand which I‟ve
not come across or a new brand which I
know some of them have tried”
13 out of 15 respondents agree
that WoM helps them to learn
more about products and
services, especially if it
concerns a new or unheard
brand. One respondent
emphasized that the
communicator must have
experienced the product or
service in order for his or her
feedback to be helpful. Only one
respondent disagreed and treated
WoM as personal comments.
2d) Have you
purchased a
product that your
friend/family
recommended
2e) Have you
used a service
that your
friend/family
recommended
“Yes, skincare”
“No, there is no real need”
“Yes, I have, quite a few times”
“No, I think product quality is very
subjective”
“No, unless I myself think that that brand
is good and worth buying or I need it”
“No, I think you should use your own
judgment for your decisions”
“No, I think you have to experience it
yourself”
“Yes, like hair and facials”
“Yes, only for one. It was recommendation
for a Chinese physician”
“Yes, but I base the experience on my own
judgment thereafter”
“Yes, I think service is more general and if
a friend says it‟s good, I most probably
will try it when I get the chance”
Five respondents said that they
have bought a product which
was recommended by others.
Others who did not said that
there was no real need or they
still depended on self judgment
for their purchasing decisions.
One respondent stressed his
view that product quality
perception is a subjective matter
and thus preferred to judge for
himself.
Seven respondents answered yes
to this question and some gave
examples of what services they
had used. This was more than
the number of respondents who
had purchased a recommended
product in the previous question.
For respondents who said no,
again they are of the opinion
that they prefer to experience for
Low Jiun Wee Xavier and Goh Yun Shuang Summer Page 44 of 93