Critical factors in message adoption: an application to viral marketing campaigns
We are immersed in a digital revolution that impacts the whole of society and is shifting the status quo of our daily life. We are fully connected and billions of messages are being shared every day thanks to Internet (i.e. the most popular mobile apps are messaging apps). This digital revolution pr...
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| Tipo de recurso: | tesis doctoral |
| Fecha de publicación: | 2017 |
| País: | España |
| Institución: | Universidad Complutense de Madrid (UCM) |
| Repositorio: | Docta Complutense |
| Idioma: | inglés |
| OAI Identifier: | oai:docta.ucm.es:20.500.14352/21631 |
| Acceso en línea: | https://hdl.handle.net/20.500.14352/21631 |
| Access Level: | acceso abierto |
| Palabra clave: | 658.8(043.2) Viral Marketing Credibility Emotions Controversy Message adoption Marketing viral Credibilidad Emociones Controversia Adopción del mensaje Marketing 5311.05 Marketing (Comercialización) |
| Sumario: | We are immersed in a digital revolution that impacts the whole of society and is shifting the status quo of our daily life. We are fully connected and billions of messages are being shared every day thanks to Internet (i.e. the most popular mobile apps are messaging apps). This digital revolution provides Marketing a new communication opportunity to interact with the target audience in an easy and cost effective way: viral marketing. Although decades of research suggest that interpersonal communication changes our behaviour, there is no agreed conclusion about why and what certain messages have more influence than others. Marketers find it difficult, if not impossible, to predict viral success (Watts, Peretti and Frumin, 2007). The main question scholars and marketers are facing is: what are the critical factors to consider when designing a viral marketing campaign, to achieve a high degree of message adoption and consequently to attain success? Objective The main goal of our research is to shed light and to understand what critical factors are for message adoption in an effective viral marketing campaign application. The specific objectives are four: First, to examine how author credibility, media credibility and the content characteristics (format, testimonial, storytelling and emotional charge) influence message credibility. Second, we examine the message credibility and message adoption relationship. Third, we examine the mediation role of emotions in the relationship between message credibility and message adoption. Fourth, we examine the moderating role of controversy in the relationship between message credibility and message adoption... |
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