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 List of Figures & Charts Figure 1.1: Outline of thesis chapters ....................................................................................... 12 Figure 2.1: Dimensions of the general consumer perception process ...................................... 13 Figure 2.2: Dimensions of the general consumer response process ......................................... 14 Figure 3.1: The loyalty ladder in WoM .................................................................................... 18 Figure 3.2: The WoM model .................................................................................................... 20 Chart I: Gender information of questionnaire respondents ....................................................... 69 Chart II: Age information of questionnaire respondents .......................................................... 69 Chart III: Average number of days per week logged on to internet ......................................... 69 Chart IV: Average time spent on the internet per week............................................................ 70 Chart V: Average time spent on the five platforms per week................................................... 70 Chart VI: Questionnaire respondents who are bloggers and have their own blogs .................. 72 Chart VII: Gender information of interview respondents ......................................................... 93 Chart VIII: Age information of interview respondents ............................................................. 93 Low Jiun Wee Xavier and Goh Yun Shuang Summer Page 8 of 93
Viral Marketing Communication – A study on consumer perception and response MBA Thesis ’2009 CHAPTER ONE: INTRODUCTION 1.1 Background and context With the proliferation of the internet and advancements in communication technology, a new form of marketing has evolved – Viral marketing communication (VMC). VMC is a consumer-to-consumer marketing tactic which employs the internet to encourage individuals to pass on a marketing message to others (Wilson, 2000). Similar to a virus, information about a company and its brand message, goods or services is spread to potential buyers who then pass the information along to other potential buyers in a way that a vast network is created swiftly (Dobele et al, 2007). VMC is seen as a vital electronic extension of word-of-mouth (WoM) communication, which involves the principle of passing on or referring news, information or entertainment to another person. Where WoM has occurred, it simply implies that informal, ad hoc communication between individuals concerning products and services has taken place (Bayus, 1985). WoM communication is widely perceived as a dominant force in the marketplace where information is filtered out and passed on by friends or family who are seen as free, unbiased sources of advice (Cruz & Fill, 2008; Carl, 2008). We will further explore the definitions and workings of WoM and VMC in Chapter Three. The new wave of viral marketing has become the defining marketing trend of the decade (Ferguson, 2008). Following the VMC campaign success of companies such as Burger King, Hotmail and Procter & Gambler, many marketers have also jumped onto the bandwagon. When executed effectively, viral marketing campaigns can create an instantaneous buzz and help to boost the promotion of brands, products and services (Dobele et al, 2007). However, at this point of time, VMC is a fairly new topic and facts about its nature, characteristics and dimensions have yet to be agreed and established (Cruz & Fill, 2008). The aim of our study is to explore VMC from a consumer‟s point of view and provide insights into how internet users view, perceive and react towards the notion of VMC. Low Jiun Wee Xavier and Goh Yun Shuang Summer Page 9 of 93
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