Article information
RESUMEN
El éxito del marketing viral se inicia cuando los individuos se implican en la apertura y el renvío de mensajes virales, de ahí la importancia de conocer cuáles son los factores determinantes de este proceso. En el presente estudio se analizan cuáles son los factores referidos al capital social del individuo y a las características del mensaje (remitente, asunto y contenido) que influyen en la dinámica viral y se establecen diferentes tipologías de receptores en función de su contribución a la viralidad de un mensaje. El análisis empírico permite concluir que la implicación del individuo en el proceso de apertura y renvío está relacionado con la pertenencia a una red no demasiado amplia, cohesionada y con contactos frecuentes. Asimismo, el contenido del mensaje es el elemento fundamental para el renvío.
Palabras clave:
Marketing viral
capital social
e-WOM
ABSTRACT
The success of viral marketing starts when individuals are involved in the opening-forwarding process, therefore, it is vital to understand the factors that determine this process. In the current paper, we explore how individuals’ social capital and the message characteristics (source, subject, and content) impact the intention to open and forward viral messages. In addition, we propose a typology of individuals according to their contribution to the viral dynamics. The empirical analysis shows that the individuals’ involvement in the opening-forwarding process is related to small networks, strong ties, and frequent contacts. Moreover, the message content is a relevant determinant of email forwarding.
Keywords:
Viral marketing
social capital
e-WOM
Full text is only aviable in PDF
5. BIBLIOGRAFÍA
[AIMC, 2012]
AIMC.
“Navegantes en la Red”, 14a edición.
[Allsop et al., 2007]
D.T. Allsop, B.R. Bassett, J.L. Becker.
“Word-of-Mouth research: Principles and applications.
Journal of Advertising Research, (2007), pp. 398-411
[Anderson y Gerbing, 1988]
J.C. Anderson, D.W. Gerbing.
“Structural equation modeling in practice: A review and recommended two-step approach”.
Psychological Bulletin, 103 (1988), pp. 411-423
[Benavides y Miquel, 2009]
C. Benavides, M.J. Miquel.
“El marketing viral en el ámbito del correo electrónico: una aproximación al proceso”.
Libro de Actas del XXI Encuentro de Profesores Universitarios de Marketing, Bilbao, 2009,
[Bolton y Tarasi, 2006]
R.N. Bolton, C.O. Tarasi.
“Managing customer relationships”.
pp. 3-38
[Boulding et al., 2005]
W. Boulding, R. Staelin, M. Ehret, W.J. Johnston.
“A customer relationship management roadmap: what is known, potential pitfalls, and where to go”.
Journal of Marketing, 69 (2005), pp. 155-166
[Bourdieu, 1986]
P. Bourdieu.
The Forms of Capital.
Handbook of Theory and Research for the Sociology of Education, pp. 241258
[Brodin, 2000]
O. Brodin.
“Les communautés virtuelles: un potentiel marketing encore peu explore”.
Décisions Marketing, 2 (2000), pp. 47-56
[Brown et al., 2007]
J. Brown, A.J. Broderick, N. Lee.
“Word of mouth communication within online communities: Conceptualizing the online social network”.
Journal of Interactive Marketing, 21 (2007), pp. 2-20
[Casaló y Miguel, 2011]
Luis V. Flavián Carlos Casaló, Guinalíu Miguel.
“Observación y participación activa en comunidades virtuales comerciales: el caso del sector turismo”.
Revista Española de Investigación de Marketing ESIC, 28 (2011), pp. 113-134
[Chan y Li, 2010]
K.W. Chan, S.Y. Li.
“Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity”.
Journal of Business Research, 63 (2010), pp. 1033-1040
[Chiu et al., 2006]
C.M. Chiu, M.H. Hsu, E.T.G. Wang.
“Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories”.
Decision Support Systems, 42 (2006), pp. 1872-1888
[Coleman, 1988]
J.C. Coleman.
“Social capital in the creation of human capital”.
The American Journal of Sociology, 94 (1988), pp. 95-120
[Coyle y Gould, 2002]
J.R. Coyle, S.J. Gould.
“How consumers generate clickstreams through Web sites: An empirical investigation of hypertext, schema, and mapping theoretical explanation”.
Journal of Interactive Advertising, 2 (2002),
[Datta et al., 2005]
P.R. Datta, D.N. Chowdhury, B.R. Chakraborty.
“Viral marketing: new form of word-of-mouth through Internet”.
The Business Review, 3 (2005), pp. 69-75
[DeBruyn y Lilien, 2008]
A. DeBruyn, G. Lilien.
“A multi-stage model of word-of-mouth influence through viral marketing”.
International Journal of Research in Marketing, 25 (2008), pp. 151-163
[Dobele et al., 2007]
A. Dobele, A. Lindgreen, M. Beverland, J. Vanhamme, R. van Wijk.
“Why pass on viral messages? Because they connect emotionally”.
Business Horizons, 50 (2007), pp. 291-304
[Dholakia et al., 2004]
U.M. Dholakia, R.P. Bagozzi, L.K. Pearo.
“A social influence model of consumer participation in network- and small-group-based virtual communities”.
International Journal of Research in Marketing, 21 (2004), pp. 241-263
[Gershoff et al., 2001]
A.D. Gershoff, S.M. Broniarkrczyk, M. West.
“Recommendation or evaluation? Task sensivity in information source selection”.
Journal of Consumer Research, 28 (2001), pp. 418-438
[Gruen et al., 2006]
T.W. Gruen, T. Osmonbekov, A.J. Czaplewski.
“eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty”.
Journal of Business Research, 59 (2006), pp. 449-456
[Guadagno y Cialdini, 2005]
R.E. Guadagno, R.B. Cialdini.
“Online persuasion and compliance: social influence on the Internet and beyond”.
The social Net: the SocialPsychology of the Internet, 9-13,
[Gupta y Harris, 2010]
P. Gupta, J. Harris.
“How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective”.
Journal of Business Research, 63 (2010), pp. 1041-1049
[Hatzakis et al., 2005]
T. Hatzakis, M. Lycett, R.D. Macredie, V.A. Martin.
“Towards the development of a social capital approach to evaluating change management interventions”.
European Journal of Information Management, 14 (2005), pp. 60-74
[Hennig-Thurau et al., 2004]
T. Hennig-Thurau, K.P. Gwinner, G. Walsh, D.D. Gremler.
“Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet”.
Journal of Interactive Marketing, 18 (2004), pp. 38-52
[Ho y Dempsey, 2009]
J.Y.C. Ho, M. Dempsey.
“Viral marketing: motivations to forward online content”.
Journal of Business Research, 63 (2009), pp. 1000-1006
[Huang et al., 2009]
C.C. Huang, T.C. Lin, K.J. Lin.
“Factors affecting pass-along e-mail intentions (PAEIs): Integrating the social capital and social cognition theories”.
Electronic Commerce Research and Applications, 8 (2009), pp. 160-169
[Johnson y Kayte, 2009]
T.J. Johnson, B.K. Kayte.
“In blog we trust? Deciphering credibility of components of the internet among politically interest internet users”.
Computers in Human Behavior, 25 (2009), pp. 1765
[Lewis et al., 2005]
R. Lewis, J.E. Phelps, R. Niranjan.
“Understanding pass-along e-mails: motivations and behaviors of viral consumers”.
Online Consumer Psychology. Understanding and influencing consumer behavior in the virtual world, pp. 63-99
[Macinnis y Jaworski, 1989]
D.J. Macinnis, B. Jaworski.
“Information Processing from Advertisements: Toward an Integrative Framework”.
Journal of Marketing, 53 (1989), pp. 1-23
[Nahapiet y Ghoshal, 1998]
J. Nahapiet, S. Ghoshal.
“Social capital, intellectual capital, and the organizational advantage”.
The Academy of Management Review, 23 (1998), pp. 242-266
[Okazaki, 2008]
S. Okazaki.
“Determinant factors of mobile-based word-of-mouth campaign referral among Japanese adolescents”.
Psychology & Marketing, 25 (2008), pp. 714-731
[OKazaki, 2009]
S. OKazaki.
“Social influence model and electronic word-of-mouth: PC versus mobile Internet”.
International Journal of Advertising, 28 (2009), pp. 1-33
[Pavlov et al., 2008]
O.V. Pavlov, N.P. Melville, RK. Plice.
“Toward a sustainable e-mail marketing infrastructure”.
Journal of Business Research, 61 (2008), pp. 1191-1199
[Petty et al., 1983]
R.E. Petty, J.T. Cacioppo, D. Schumann.
“Central and peripheral routes to advertising effectiveness: The moderating role of involvement”.
Journal of Consumer Research, 10 (1983), pp. 135-146
[Ringle et al., 2005]
C.M. Ringle, S. Wende, A. Will.
SmartPLS 2.0 (beta).
[Royo, 2002]
M. Royo.
Comunicación publicitaria, Editorial Minerva, (2002),
[Sanchez y Pindado, 2010]
J. Sanchez, T. Pindado.
“Análisis perceptual de las técnicas emergentes en comunicación”.
International Journal of Comunication Reserarch, 1 (2010), pp. 72-93
[Smith et al., 2007]
T. Smith, J.R. Coyle, E. Lightfoot, A. Scott.
“Reconsidering models of influence: the relationship between consumer social networks and word-of-mouth effectiveness”.
Journal of Advertising Research, 47 (2007), pp. 387-397
[Steyer et al., 2007]
A. Steyer, R. Garcia-Bardidia, P. Quester.
“Modélisation de la structure sociale des groupes de discussion sur Internet: implications pour le contrôle du marketing viral”.
Recherche et Applications en Marketing, 22 (2007), pp. 29-44
[Vilpponen et al., 2006]
A. Vilpponen, S. Winter, S. Sundqvist.
“Electronic Word-of-Mouth in Online Environments: Exploring Referral Network Structure and Adoption Behavior”.
Journal of Interactive Advertising, 6 (2006),
[Wangenheim y Bayon, 2004]
F.V. Wangenheim, T. Bayon.
“The effects of word of mouth services switching”.
European Journal of Marketing, 38 (2004), pp. 1173-1185
El presente trabajo forma parte de una línea de investigación que ha sido financiada, en convocatoria pública competitiva, por las Consejerías de Economía y de Educación de la Junta de Castilla y León (Proy. VA001B10-1).
Profesoras de la Universidad de Valladolid. Facultad de CC. Económicas y Empresariales. Campus de Esgueva. 47011 Valladolid. Direcciones electrónicas de contacto
Copyright © 2012. ESIC and AEMARK
Article options