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Harnessing the Power of Viral Marketing

Source: www.smeal.psu.edu
Topic: Viral Marketing

Sort Desciption: intriguing (although ERM is often referred to as "viral marketing" in the literature we avoid this. term due to its negative connotation). ...

Content Inside: eBusiness Research Center Working Paper February 2004 A Multi-Stage Model of Word of Mouth Through Electronic Referrals Arnaud De Bruyn Gary L. Lilien eBusiness Research Center 401 Business Administration Building University Park PA 16802 Phone: 814.861.7575 Fax: 814.863.0413 Web: www.ebrc.psu.edu A Multi-Stage Model of Word of Mouth Through Electronic Referrals Arnaud De Bruyn The Pennsylvania State University Gary L. Lilien The Pennsylvania State University February 2004 Contact author. Doctoral Candidate 701 Business Administration Building Smeal College of Business Administration The Pennsylvania State University University Park PA 16802. Tel.: 814-865-4091. Fax: 814-865-3015. Email: adebruyn@psu.edu. The authors gratefully acknowledge the e-Business Research Center at the Pennsylvania State University for its financial support. This work has beneficiated from comments and suggestions from Christophe Van den Bulte Mary Wolfinbarger and three anonymous reviewers at the AMA Summer 2003 Educators Conference. 2 A M ULTI -S TAGE M ODEL OF W ORD OF M OUTH THROUGH E LECTRONIC R EFERRALS With the growth and evolution of the internet electronic peer-to-peer referrals have become an important phenomenon and marketers have tried to harvest their potential through electronic referral marketing (ERM) campaigns. At the same time spam email-based viruses and the like have cluttered electronic communications making ERM campaigns problematic and challenging to deploy. The key driver in ERM is the effectiveness of unsolicited electronic referrals to create awareness trigger interest and generate sales or adoption. Yet despite an abundant literature little is known about how this electronic or indeed any word of mouth process influences consumers behaviors offline much less in a cluttered online environment. In this paper we propose a model to help identify the role word of mouth plays during each stage of an electronic- referral recipients decision-mak ...

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