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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Detalles Bibliográficos
Autor: Olmo Arribas, César Del
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)
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spelling Critical factors in message adoption: an application to viral marketing campaignsFactores críticos en la adopción del mensaje: una aplicación a las campañas de marketing viralOlmo Arribas, César Del658.8(043.2)Viral MarketingCredibilityEmotionsControversyMessage adoptionMarketing viralCredibilidadEmocionesControversiaAdopción del mensajeMarketing5311.05 Marketing (Comercialización)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...Universidad Complutense de MadridGavilán Bouzas, DianaAvello Iturriagagoitia, MaríaUniversidad Complutense de Madrid20172017-01-1620172017-01-16doctoral thesishttp://purl.org/coar/resource_type/c_db06info:eu-repo/semantics/doctoralThesisapplication/pdfhttps://hdl.handle.net/20.500.14352/21631reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/216312026-06-02T12:44:21Z
dc.title.none.fl_str_mv Critical factors in message adoption: an application to viral marketing campaigns
Factores críticos en la adopción del mensaje: una aplicación a las campañas de marketing viral
title Critical factors in message adoption: an application to viral marketing campaigns
spellingShingle Critical factors in message adoption: an application to viral marketing campaigns
Olmo Arribas, César Del
658.8(043.2)
Viral Marketing
Credibility
Emotions
Controversy
Message adoption
Marketing viral
Credibilidad
Emociones
Controversia
Adopción del mensaje
Marketing
5311.05 Marketing (Comercialización)
title_short Critical factors in message adoption: an application to viral marketing campaigns
title_full Critical factors in message adoption: an application to viral marketing campaigns
title_fullStr Critical factors in message adoption: an application to viral marketing campaigns
title_full_unstemmed Critical factors in message adoption: an application to viral marketing campaigns
title_sort Critical factors in message adoption: an application to viral marketing campaigns
dc.creator.none.fl_str_mv Olmo Arribas, César Del
author Olmo Arribas, César Del
author_facet Olmo Arribas, César Del
author_role author
dc.contributor.none.fl_str_mv Gavilán Bouzas, Diana
Avello Iturriagagoitia, María
Universidad Complutense de Madrid
dc.subject.none.fl_str_mv 658.8(043.2)
Viral Marketing
Credibility
Emotions
Controversy
Message adoption
Marketing viral
Credibilidad
Emociones
Controversia
Adopción del mensaje
Marketing
5311.05 Marketing (Comercialización)
topic 658.8(043.2)
Viral Marketing
Credibility
Emotions
Controversy
Message adoption
Marketing viral
Credibilidad
Emociones
Controversia
Adopción del mensaje
Marketing
5311.05 Marketing (Comercialización)
description 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...
publishDate 2017
dc.date.none.fl_str_mv 2017
2017-01-16
2017
2017-01-16
dc.type.none.fl_str_mv doctoral thesis
http://purl.org/coar/resource_type/c_db06
dc.type.openaire.fl_str_mv info:eu-repo/semantics/doctoralThesis
format doctoralThesis
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/21631
url https://hdl.handle.net/20.500.14352/21631
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad Complutense de Madrid
publisher.none.fl_str_mv Universidad Complutense de Madrid
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,301603

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