Evaluating viral marketing: Isolating the key criteria

Marketing Intelligence and Planning

Volumn 26, Issue 7, 2008, Pages 743-758

  Cruz, Danilo ^a   Fill, Chris ^b  

^a Honda (UK)   (United Kingdom)

^b UNIVERSITY OF PORTSMOUTH   (United Kingdom)

Author keywords

Consumer behaviour; Electronic mail; Marketing communications; Sales campaigns

Indexed keywords

EID: 55649099851     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500810916690     Document Type: Article

References (41)

1. Allsop, D.T., Bassett, B.R. and Hoskins, J.A. (2007), "Word of mouth research: Principles and applications", Journal of Advertising Research, Vol. 47 No. 4, pp. 398-411.
2. Bazadonna, D. (2006), "Getting viral", Clickz network website available at: www.clickz.com/experts/archives/design/site_dev/ article.php/830401 (accessed 27 March 2006).
3. Bickart, B. and Schindler, R.M. (2002), "Expanding the scope of word-of-mouth: Consumer-to-consumer information on the internet", Advances in Consumer Research, Vol. 29, p. 428.
4. Blattberg, R.C. and Deighton, J. (1991), "Interactive marketing: exploiting the age of addressability", Sloan Management Review, Vol. 33 No. 1, pp. 5-14.
5. Bone, P.F. (1995), "Word-of-mouth effects on short-term and long-term product judgements", Journal of Business Research, Vol. 32, pp. 213-23.
6. Cakim, I. (2006), "Online opinion leaders: A predictive guide for viral marketing campaigns", in Kirby, J. and Marsden, P. (Eds), Connected Marketing: The Viral, Buzz and Word-of-mouth Revolution, Butterworth-Heinemann, Oxford, pp. 107-18.
7. Christiansen, T. and Tax, S.S. (2000), "Measuring word-of-mouth: the question of who and when?", Journal of Marketing Communications, Vol. 6, pp. 185-98.
8. Davis, D., Guiltman, J.P. and Jones, W.H. (1979), "Service characteristics, consumers search and the classification of retail services", Journal of Retailing, pp. 3-33.
9. De Bruyn, A. and Lilien, G.L. (2004), "A multi-stage model of word-of-mouth through electronic referrals", eBusiness Research Centre Working Paper, The Pennsylvania State University, State College, PA, February.
10. Eastlack, J.O. (1984), "Point of view: How to take the controversy out of TV copy testing", Journal of Advertising Research, Vol. 24 No. 6, pp. 37-9.
11. Elliot, J. (1999) in Coeley (Ed.), Campaign Evaluation, Cassell, London.
12. Fattah, H.M. (2000), "Viral marketing is nothing new", Technology Marketing Intelligence, Vol. 20 No. 10, pp. 1-3.
13. Godes, D. and Mayzlin, D. (2004), "Using online conversations to study word-of-mouth communications", Marketing Science, Vol. 23 No. 4, pp. 545-60.
14. Goldenberg, J., Libai, B. and Muller, E. (2001), "Talk the network: a complex systems look at the underlying process of word-of-mouth", Marketing Letters, Vol. 12 No. 3, pp. 211-23.
15. Gruen, T.W., Osmonbekov, T. and Czaplewski, A.J. (2005), "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty", Journal of Business Research, Vol. 59, pp. 449-56.
16. Haywood, K.M. (1989), "Managing word-of-mouth communications", The Journal of Services Marketing, Vol. 3 No. 2, pp. 55-67.
17. Helm, S. (2000), "Viral marketing: Establishing customer relationship by 'word-of-mouse'", Electronic Markets, Vol. 10 No. 3, pp. 158-61.
18. Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004), "Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?", Journal of Interactive Marketing, Vol. 18 No. 1, pp. 38-52.
19. Juvertson, S. (2000), "What is viral marketing?", Draper Fisher Juvertson website available at: www.dfj.com/cgi-bin/artman/ publish/printer_steve_may00.shtml (accessed 12 March 2006).
20. Juvertson, S. and Draper, T. (1997), "Viral marketing", Draper Fisher Juvertson website, available at: www.dfj.com/cgi-bin/artman/ publish/printer_steve_tim_may97.html (accessed 12 March 2006).
21. Kaikati, A.M. and Kaikati, J.G. (2004), "Stealth marketing: How to reach consumers surreptitiously", California Management Review, Vol. 46 No. 4, pp. 6-22.
22. Kirby, J. and Marsden, P. (2006), Connected Marketing: The Viral, Buzz and Word-of-mouth Revolution, Butterworth-Heinemann, Oxford.
23. Kitchen, P. (1999), Marketing Communications: Principles and Practice, International Thomson Business Press, London.
24. Knight, C.M. (1999), "Viral marketing - defy traditional methods for hyper growth", Broadwatch Magazine, Vol. 13 No. 11, pp. 50-3.
25. Lusch, R.F. and Harvey, M.G. (1984), "Opinion: The case for an off-balance-sheet controller", Sloan Management Review, Vol. 35, pp. 101-5.
26. Mangold, W.G., Miller, F. and Brockway, G.R. (1999), "Word-of-mouth communications in the service marketplace", The Journal of Services Marketing, Vol. 13 No. 1, pp. 73-89.
27. Murray, K.B. (1991), "A test of services marketing theory: Consumer information acquisition activities", Journal of Marketing, Vol. 55 No. 1, pp. 10-25.
28. Phelps, J.E., Lewis, R., Mobilio, L., Perry, D. and Raman, N. (2004), "Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along e-mail", Journal of Advertising Research, December, pp. 333-48.
29. Porter, L. and Golan, G.J. (2006), "From subservient chickens to brawny men: A comparison of viral advertising to television advertising", Journal of Interactive Advertising, Vol. 6 No. 2, pp. 30-8.
30. Pruden, D.R. and Vavra, T.G. (2004), "Controlling the grapevine: how to measure and manage word-of-mouth", Marketing Management, Vol. 13 No. 4, pp. 24-30.
31. Reichheld, F.F. (2003), "The one number you need to grow", Harvard Business Review, Vol. 81 No. 12, pp. 46-54.
32. Rust, R.T., Ambler, T., Carpenter, G.S., Kumar, V. and Srivastava, R.K. (2004), "Measuring marketing productivity: Current knowledge and future directions", Journal of Marketing, Vol. 68 No. 4, pp. 76-89.
33. Saunders, M., Lewis, L. and Thornhill, A. (2000), Research Methods for Business Students, 2nd ed., Prentice-Hall, London.
34. Simmons, D. (2006), "Marketing's viral goldmine", BBC News, available at: http://news.bbc.co.uk/1/hi/programmes/click_online/ 5179166.stm (accessed 8 August 2006).
35. Stokes, D. and Lomax, W. (2002), "Taking control of word-of-mouth marketing: The case of an entrepreneurial hotelier", Journal of Small Business and Enterprise Development, Vol. 9 No. 4, pp. 349-57.
36. Thomas, G.M. (2004), "Building the buzz in the hive mind", Journal of Consumer Behaviour, Vol. 4 No. 1, pp. 64-72.
37. Vilpponen, A., Winter, S. and Sundqvist, S. (2006), "Electronic word-of-mouth in online environments: Exploring referral network structure and adoption behaviour", Journal of Interactive Advertising, Vol. 6 No. 2, pp. 71-86.
38. Welker, C.B. (2002), "The paradigm of viral communications", Information Services & Use, Vol. 22, pp. 3-8.
39. Wengraf, T. (2001), Qualitative Research Interviewing, Sage, London.
40. Wilson, R.F. (2000), "The six simple principles of viral marketing", Web Marketing Today, Vol. 70, pp. 1-3.
41. Zeithaml, V.A. and Bitner, M.J. (2000), Services Marketing: Integrating Customer Focus Across the Firm, 2nd ed., McGraw-Hill, New York, NY.