Viral Marketing Communication: The Internet Word-of-Mouth

Viral Marketing Communication – A study on consumer perception and response MBA Thesis ’2009
List of Tables
Table 2.1: The seven elements of perception ............................................................................ 13
Table 2.2: Traditional stages of the consumer response process .............................................. 15
Table 2.3: Alternative hierarchy models of the consumer response process ............................ 16
Table 3.1: Involvement categories in WoM motivation ........................................................... 19
Table 3.2: Potential benefits and risks of viral marketing ........................................................ 25
Table 3.3: Emerging streams of existing literature on viral marketing .................................... 26
Table 4.1: Characteristics of qualitative, quantitative and pluralistic research ........................ 27
Table 5.1: Classification of hypotheses, survey questions and interview questions ................ 34
Table 5.2: The three categories of survey questions ................................................................. 34
Table 5.3: Point system for Likert scale questions ................................................................... 35
Table 5.4: Determination of final results from mean and CI values ......................................... 36
Table 5.5: Results of questionnaire for H 1 ................................................................................ 37
Table 5.6: Results of questionnaire for H 2 ................................................................................ 38
Table 5.7: Results of questionnaire for H 3 ................................................................................ 39
Table 5.8: Results of questionnaire for H 4 ................................................................................ 40
Table 5.9: Results of questionnaire for H 5 ................................................................................ 40
Table 5.10: Results of questionnaire for H 6 .............................................................................. 41
Table 5.11: Final results of questionnaire for all hypotheses ................................................... 42
Table 5.12: Results of interview for perception towards VMC ................................................ 43
Table 5.13: Results of interview for H 1 .................................................................................... 44
Table 5.14: Results of interview for H 2 .................................................................................... 47
Table 5.15: Results of interview for H 3 .................................................................................... 48
Table 5.16: Results of interview for H 4 .................................................................................... 50
Table 5.17: Results of interview for H 5 .................................................................................... 51
Table 5.18: Results of interview for H 6 .................................................................................... 52
Table 5.19: Results of case studies from interview .................................................................. 55
Statistics Table 1: Consumer perception and response towards VMC in general .................... 71
Statistics Table 2: Consumer perception and response towards e-mail .................................... 72
Statistics Table 3: Consumer perception and response towards videos .................................... 72
Statistics Table 4: Consumer perception and response towards blogs ..................................... 73
Statistics Table 5: Consumer perception and response towards social networks ..................... 73
Statistics Table 6: Consumer perception and response towards forums ................................... 73
Low Jiun Wee Xavier and Goh Yun Shuang Summer Page 6 of 93