Why Pass on Viral Messages Because They Connect Emotionally Harvard Case Solution & Analysis

Postulates that a successful viral marketing campaign to cause an emotional response in recipients. Working under this premise, is studying the effects of virus messages containing six basic emotions (surprise, joy, sadness, anger, fear and disgust) on recipients emotional reactions to the viral marketing campaign, and the subsequent behavior of redirection. According to the data, in order to be effective, viral messages must contain an element of surprise. By itself, however, the surprise is not enough to guarantee the success of the message, so it must be combined with other emotions. The efficiency of viral messages as defined floor in disgust basis and fear-based campaigns are more likely to be targeted recipients men than women recipients. To ensure the transfer of behavior, the message must capture the imagination of the recipient, and be well directed. In addition, the achievement of conformity between the campaign and featured emotions is important, as it ensures a higher chance of the expedition. In addition to relaying these and other findings, shares and discusses the management implications of using different emotions in a viral marketing campaign. Finally, culture is recognized Influencer. "Hide
by Angela Dobel, Adam Lindgreen, Michael Beverland, Joel Vanhamme, Robert van Wijk Source: Business Horizons 14 pages. Publication Date: July 1, 2007. Prod. #: BH239-PDF-ENG

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