Business application of viral marketing and Electronic Word-of-Mouth. Firm opinions
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Published
18-09-2018
Virginia Aguilar Arcos
Sonia San Martín Gutiérrez
René Payo Hernanz
Abstract
Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged and it exploits existing social networks to produce exponential increases in brand awareness. The effect of "online word of mouth" is a powerful tool for businesses, but its true potential is yet to be discovered. The objective of this research is to analyze this phenomenon through an extensive literature review of the term, as well as an empirical study consisting of indepth interviews conducted with a sample of large Spanish companies. The results indicate that viral marketing can be used for the benefit of both large companies with big budgets and small businesses. Successful experiences of this strategy show that, when integrated with the rest of the company's business strategies, it can improve the recommendation of the brand and increase its visibility in the market. Viral marketing can be advantageous when launching a new product to the market. However, its effectiveness and the measurement of the campaigns are seen by many academics and professionals as a weakness of this strategy.
How to Cite
Aguilar Arcos, V., San Martín Gutiérrez, S., & Payo Hernanz, R. (2018). Business application of viral marketing and Electronic Word-of-Mouth. Firm opinions. Cuadernos De Gestión, 14(1), 15–31. https://doi.org/10.5295/cdg.120348va
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Keywords
Viral marketing, Word-of-mouth, eWOM, Internet
References
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Aparici, E. 2003. Seis modelos de éxito del marketing viral. Harvard Deusto Marketing y ventas, 58, pp. 54 – 55.
Arndt, J. A. 1967. Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 1 (4, agosto), pp. 291 – 295.
Arndt, J. A. 1967. Word of mouth advertising: a review of the literature, Research Monograph, Nueva York, Advertising Research Foundation.
Benavides, C. y Miquel, M. J. 2009. El Marketing Viral en el ámbito del correo electrónico: una aproximación al proceso. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Bickart, B. y Schindler, R. M. 2001. Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15 (3), pp. 31 – 40.
Bone, P. F. 1995. Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32 (3, marzo), pp. 213 – 223.
Brown, J. J. y Reingen, P. H. 1987. Social ties and word-of-mouth referral behaviour. Journal of Consumer Research, 14 (3), pp. 350-362.
Chang, Ch-Ch. y Chin, Y-C. 2011. Comparing consumer complaint responses to online and offline environment. Internet Research, 21(2), pp. 124 – 137
Chittenden, L. y Rettie, R. 2003. An evaluation of e-mail marketing and factors affecting response. Journal of Targeting Measurement and Analysis for Marketing, 11 (3), pp. 203 – 217.
Cruz, D. y Fill, C. 2008. Evaluating viral marketing: isolating the key criteria. Marketing Intelligence & Planning, 26 (7), pp. 743 – 758.
Dellarocas, C. 2003. The digitization of word of mouth: promise and challenges of online feedback mechanisms”. Management Science, 49 (10), pp. 1407 – 24.
Dellarocas, C. 2006. Strategic manipulation of internet opinion forums: implications for consumers and firms”. Management Science, 52 (10), pp. 1577 - 1593.
De Bruyn, A. y Lilien, G. L. 2008. A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25, pp. 151 -163.
De Bruyn, A. y Lilien, G. L. 2004. A multi-stage model of word-of-mouth influence through electronic referrals. eBusiness Research Center, Working Paper.
De Valck, K.; Van Bruggen, G.H. y Wierenga, B. 2009. Virtual Communities: A marketing perspective. Decision Support Systems, 47, pp. 185 – 203.
Doral, A. 2003. El marketing viral. Pearson Educación, Madrid.
Duan, W., Gu, B. y Whinston, A. B. 2008. The dynamics of online word-of-mouth and product sales: and empirical investigation of the movie industry”. Journal of Retailing, 84 (2), pp. 233-248.
Engel, J. E.; Kegerreis, R. J. y Blackwell, R. D. 1969. Word-of-mouth communications by the innovator. Journal of Marketing, 33, pp. 15 - 19.
Fong, J. y Burton, S. 2006. Electronic word of mouth: a comparison of stated and related behavior on electronic discussion boards. Journal of Interactive Advertising, 6 (2, primavera), pp. 61 – 70.
Fusaro, R. 1998. E-mail marketing: tread lightly. Computerworld, 32 (27), pp. 8.
Godes, D. y Mayzlin, D. 2004. Using online conversations to study word-of-mouth communications. Marketing Science, 23 (4), pp. 545 - 560.
Goldsmith, R. E. y Horowitz, D. 2006. Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6 (2), primavera, pp. 1 – 16.
Grönholt, L. y Martensen, A. 2009. The Influence of Tie Strength in word-of-Mouth Communication: A segmentation approach. Actas de 38th European Marketing Academy (EMAC 09).
Gruen, T. W., Osmonbekov, T. y Czaplewski, A.J. 2006. eWOM: The impact of coustomer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59 (4), pp. 449-456.
Henning, T. y Walsh, G. 2004. Electronic word-of-mouth: motives for and consequences of reading consumer articulations on the Internet. International Journal of Electronic Commerce, 8 (2), invierno, pp. 51 – 74.
Henning, T.; Gwinner, K.P.; Walsh, G. y Gremler, D. D. 2004. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet?. En Journal of Interactive Marketing, 18 (1).
Heras, M. 2003. Marketing viral, el contagio positive para su negocio, Harvard Deusto Marketing y Ventas, n. 58, pp. 50 – 53.
Herr, P. M., Kardes, F. R. y K, J. 1991. Effects of word-of-mouth and product attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17 (3), pp. 454 – 462.
Huang, C. C.; Lin, T. C. y Lin, Kuei-Ju 2008. Factors affecting pass-along email interactions (PAEIs): Integrating the social capital and social cognition theories. Electronic commerce Research and Applications.
Katz, E. y Lazarsfeld, P.F. 1955. Personal influence. The Free Press, Glencoe, Illinois.
Kingsley, P. y Anderson, T. 1998. Facing life without the Internet. Internet Research: Electronic Networking Applications and Policy, 8 (4), pp. 303 – 312.
Knight, C. M. 1999. Viral marketing - defy traditional methods for hyper growth. Broadwatch Magazine, 13 (11), pp. 50 - 53.
Lin, N. 1971. Information flow, influence flow and the decisión-making process. Journalism Quaterly, 48, pp. 33 – 40.
Litvin, S., Goldsmith, R. E. y Pan, B. 2008. Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29 (3), pp. 458 – 468.
Matos, C. A. y Vargas, A. 2008. Word-of-mouth communications in marketing. A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36, pp. 578 – 596.
Mizerski, R. W. 1982. An attribution explanation of the disproportionate influence of unfavorable information. Journal of Consumer Research, 9 (diciembre), pp. 301 - 310.
Okazaki, S.; Méndez, F. A. y Andrés, J. C. 2009. Modelo de influencia social en el boca-oído electrónico: Internet móvil versus Internet en ordenadores personales. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Phelps, J. E.; Lewis, R.; Mobilio, L.; Perry, D. y Raman, N. 2004. Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44 (4), pp. 333 – 348.
Porter, L. y Golan, G. J. 2006. From subservient chickens to brawny men: a comparison of viral advertising to television advertising. Journal of Interactive Advertising, 6 (2), pp. 30 - 38.
Ramos Serrano, M. 2007. Comunicación viral y creatividad”. Creatividad y sociedad, 11, pp. 202-226.
Reichheld, F. F. 2003. The one number you need to grow. Harvard Business Review, diciembre, pp. 46 - 54.
Richins, M. L. 1983. Negative word-of-mouth by dissatisfied customers: A pilot study. Journal of Marketing, 47, pp. 68 –78.
Richins, M. L. y Root-Shaffer, T. 1988. The role of involvement and opinion leadership in customer word-of-mouth: an implicit model made explicit. Advances in Consumer Research, 15, 32-36.
Richins, M. L. y Bloch, P. H. 1991. Post-purchase product satisfaction: incorporating the effects of involvement and time. Journal of Business Research, 23.
Rogers, E. M. 1983. Diffusion of Innovations. Free Press, New York, NY (citado en Steffes y Burgee, 2008).
Sicilia, M. y López, M. 2009. Influencia del boca a boca en el proceso de compra: una aplicación al sector turístico. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Steffes, E. M. y Burgee, L. E. 2009. Social ties and online word of mouth. Internet Research, 19, (1), pp. 42 – 59.
Stewart, D. W. y Pavlov, P. A. 2002. From consumer response to active consumer: measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30 (4), pp. 376 – 396.
Vermeulen, I. E. y Seegers, D. 2009. Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30, pp. 123 – 127.
Vignardi, M. y Rettie, R. 2009. Brand Building: Harnessing the Power of Social Network Sites. Academy of Marketing Annual Conference 2009, 7-9 Julio 2009, Leeds Metropolitan University, Leeds.
Vilpponen, A.; Winter, S. y Sundquist, S. 2006. Electronic Word-of-Mouth in Online Environments: Exploring Referral Network Structure and Adoption Behavior. Journal of Interactive Advertising, 6 (2), primavera, pp. 63-77.
Weimann, G. 1983. The strength of weak conversational ties in the flow of information and influence. Social Networks, 5, pp. 245 – 267.
Zviran, M.; Te’eni, D. y Gross, Y. 2006. Does color in email make a difference?. Communications of the ACM, 49 (4), pp. 94 – 98.
Aparici, E. 2003. Seis modelos de éxito del marketing viral. Harvard Deusto Marketing y ventas, 58, pp. 54 – 55.
Arndt, J. A. 1967. Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 1 (4, agosto), pp. 291 – 295.
Arndt, J. A. 1967. Word of mouth advertising: a review of the literature, Research Monograph, Nueva York, Advertising Research Foundation.
Benavides, C. y Miquel, M. J. 2009. El Marketing Viral en el ámbito del correo electrónico: una aproximación al proceso. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Bickart, B. y Schindler, R. M. 2001. Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15 (3), pp. 31 – 40.
Bone, P. F. 1995. Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32 (3, marzo), pp. 213 – 223.
Brown, J. J. y Reingen, P. H. 1987. Social ties and word-of-mouth referral behaviour. Journal of Consumer Research, 14 (3), pp. 350-362.
Chang, Ch-Ch. y Chin, Y-C. 2011. Comparing consumer complaint responses to online and offline environment. Internet Research, 21(2), pp. 124 – 137
Chittenden, L. y Rettie, R. 2003. An evaluation of e-mail marketing and factors affecting response. Journal of Targeting Measurement and Analysis for Marketing, 11 (3), pp. 203 – 217.
Cruz, D. y Fill, C. 2008. Evaluating viral marketing: isolating the key criteria. Marketing Intelligence & Planning, 26 (7), pp. 743 – 758.
Dellarocas, C. 2003. The digitization of word of mouth: promise and challenges of online feedback mechanisms”. Management Science, 49 (10), pp. 1407 – 24.
Dellarocas, C. 2006. Strategic manipulation of internet opinion forums: implications for consumers and firms”. Management Science, 52 (10), pp. 1577 - 1593.
De Bruyn, A. y Lilien, G. L. 2008. A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25, pp. 151 -163.
De Bruyn, A. y Lilien, G. L. 2004. A multi-stage model of word-of-mouth influence through electronic referrals. eBusiness Research Center, Working Paper.
De Valck, K.; Van Bruggen, G.H. y Wierenga, B. 2009. Virtual Communities: A marketing perspective. Decision Support Systems, 47, pp. 185 – 203.
Doral, A. 2003. El marketing viral. Pearson Educación, Madrid.
Duan, W., Gu, B. y Whinston, A. B. 2008. The dynamics of online word-of-mouth and product sales: and empirical investigation of the movie industry”. Journal of Retailing, 84 (2), pp. 233-248.
Engel, J. E.; Kegerreis, R. J. y Blackwell, R. D. 1969. Word-of-mouth communications by the innovator. Journal of Marketing, 33, pp. 15 - 19.
Fong, J. y Burton, S. 2006. Electronic word of mouth: a comparison of stated and related behavior on electronic discussion boards. Journal of Interactive Advertising, 6 (2, primavera), pp. 61 – 70.
Fusaro, R. 1998. E-mail marketing: tread lightly. Computerworld, 32 (27), pp. 8.
Godes, D. y Mayzlin, D. 2004. Using online conversations to study word-of-mouth communications. Marketing Science, 23 (4), pp. 545 - 560.
Goldsmith, R. E. y Horowitz, D. 2006. Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6 (2), primavera, pp. 1 – 16.
Grönholt, L. y Martensen, A. 2009. The Influence of Tie Strength in word-of-Mouth Communication: A segmentation approach. Actas de 38th European Marketing Academy (EMAC 09).
Gruen, T. W., Osmonbekov, T. y Czaplewski, A.J. 2006. eWOM: The impact of coustomer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59 (4), pp. 449-456.
Henning, T. y Walsh, G. 2004. Electronic word-of-mouth: motives for and consequences of reading consumer articulations on the Internet. International Journal of Electronic Commerce, 8 (2), invierno, pp. 51 – 74.
Henning, T.; Gwinner, K.P.; Walsh, G. y Gremler, D. D. 2004. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet?. En Journal of Interactive Marketing, 18 (1).
Heras, M. 2003. Marketing viral, el contagio positive para su negocio, Harvard Deusto Marketing y Ventas, n. 58, pp. 50 – 53.
Herr, P. M., Kardes, F. R. y K, J. 1991. Effects of word-of-mouth and product attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17 (3), pp. 454 – 462.
Huang, C. C.; Lin, T. C. y Lin, Kuei-Ju 2008. Factors affecting pass-along email interactions (PAEIs): Integrating the social capital and social cognition theories. Electronic commerce Research and Applications.
Katz, E. y Lazarsfeld, P.F. 1955. Personal influence. The Free Press, Glencoe, Illinois.
Kingsley, P. y Anderson, T. 1998. Facing life without the Internet. Internet Research: Electronic Networking Applications and Policy, 8 (4), pp. 303 – 312.
Knight, C. M. 1999. Viral marketing - defy traditional methods for hyper growth. Broadwatch Magazine, 13 (11), pp. 50 - 53.
Lin, N. 1971. Information flow, influence flow and the decisión-making process. Journalism Quaterly, 48, pp. 33 – 40.
Litvin, S., Goldsmith, R. E. y Pan, B. 2008. Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29 (3), pp. 458 – 468.
Matos, C. A. y Vargas, A. 2008. Word-of-mouth communications in marketing. A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36, pp. 578 – 596.
Mizerski, R. W. 1982. An attribution explanation of the disproportionate influence of unfavorable information. Journal of Consumer Research, 9 (diciembre), pp. 301 - 310.
Okazaki, S.; Méndez, F. A. y Andrés, J. C. 2009. Modelo de influencia social en el boca-oído electrónico: Internet móvil versus Internet en ordenadores personales. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Phelps, J. E.; Lewis, R.; Mobilio, L.; Perry, D. y Raman, N. 2004. Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44 (4), pp. 333 – 348.
Porter, L. y Golan, G. J. 2006. From subservient chickens to brawny men: a comparison of viral advertising to television advertising. Journal of Interactive Advertising, 6 (2), pp. 30 - 38.
Ramos Serrano, M. 2007. Comunicación viral y creatividad”. Creatividad y sociedad, 11, pp. 202-226.
Reichheld, F. F. 2003. The one number you need to grow. Harvard Business Review, diciembre, pp. 46 - 54.
Richins, M. L. 1983. Negative word-of-mouth by dissatisfied customers: A pilot study. Journal of Marketing, 47, pp. 68 –78.
Richins, M. L. y Root-Shaffer, T. 1988. The role of involvement and opinion leadership in customer word-of-mouth: an implicit model made explicit. Advances in Consumer Research, 15, 32-36.
Richins, M. L. y Bloch, P. H. 1991. Post-purchase product satisfaction: incorporating the effects of involvement and time. Journal of Business Research, 23.
Rogers, E. M. 1983. Diffusion of Innovations. Free Press, New York, NY (citado en Steffes y Burgee, 2008).
Sicilia, M. y López, M. 2009. Influencia del boca a boca en el proceso de compra: una aplicación al sector turístico. Actas del Congreso del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 16 – 18 de septiembre.
Steffes, E. M. y Burgee, L. E. 2009. Social ties and online word of mouth. Internet Research, 19, (1), pp. 42 – 59.
Stewart, D. W. y Pavlov, P. A. 2002. From consumer response to active consumer: measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30 (4), pp. 376 – 396.
Vermeulen, I. E. y Seegers, D. 2009. Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30, pp. 123 – 127.
Vignardi, M. y Rettie, R. 2009. Brand Building: Harnessing the Power of Social Network Sites. Academy of Marketing Annual Conference 2009, 7-9 Julio 2009, Leeds Metropolitan University, Leeds.
Vilpponen, A.; Winter, S. y Sundquist, S. 2006. Electronic Word-of-Mouth in Online Environments: Exploring Referral Network Structure and Adoption Behavior. Journal of Interactive Advertising, 6 (2), primavera, pp. 63-77.
Weimann, G. 1983. The strength of weak conversational ties in the flow of information and influence. Social Networks, 5, pp. 245 – 267.
Zviran, M.; Te’eni, D. y Gross, Y. 2006. Does color in email make a difference?. Communications of the ACM, 49 (4), pp. 94 – 98.
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