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E-mail viral marketing: modeling the determinants of creation of “viral infection”

E-mail viral marketing: modeling the determinants of creation of “viral infection” The purpose of this paper is to identify factors influencing the opening and forwarding of commercial e-mails received directly from companies to further promote products via sharing by consumers to create viral infection.Design/methodology/approachThe study is descriptive in nature and carried out in the country, India. A structural equation modeling technique was used to test the hypothesized relationships among the constructs pertaining to opening and forwarding of commercial e-mails.FindingsThe results indicate that mail opening intentions of the recipients are influenced by the perceived value of e-mail content and their positive relation with the sender, increasing the probability of further forwarding. However, relationships among consumers have a significant effect on intentions to forward the commercial e-mails. E-mails that arouse positive emotions in the minds of the receivers are forwarded. The study significantly contributes to literature with the findings that not only positive emotions additionally content leads to high arousal through positive emotions leading to viral infection.Practical implicationsThe study has implications for marketers who are in the business of promoting their products through e-mails, need to redesign the message content to engender positivity and generate viral infection, which is the ultimate goal of viral marketing.Originality/valueThis study explains factors behind the creation of “viral infection” specifically with regard to commercial e-mails targeted to individuals with high networking potential. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

E-mail viral marketing: modeling the determinants of creation of “viral infection”

Management Decision , Volume 58 (1): 17 – Jan 6, 2020

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0025-1747
DOI
10.1108/md-03-2017-0215
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to identify factors influencing the opening and forwarding of commercial e-mails received directly from companies to further promote products via sharing by consumers to create viral infection.Design/methodology/approachThe study is descriptive in nature and carried out in the country, India. A structural equation modeling technique was used to test the hypothesized relationships among the constructs pertaining to opening and forwarding of commercial e-mails.FindingsThe results indicate that mail opening intentions of the recipients are influenced by the perceived value of e-mail content and their positive relation with the sender, increasing the probability of further forwarding. However, relationships among consumers have a significant effect on intentions to forward the commercial e-mails. E-mails that arouse positive emotions in the minds of the receivers are forwarded. The study significantly contributes to literature with the findings that not only positive emotions additionally content leads to high arousal through positive emotions leading to viral infection.Practical implicationsThe study has implications for marketers who are in the business of promoting their products through e-mails, need to redesign the message content to engender positivity and generate viral infection, which is the ultimate goal of viral marketing.Originality/valueThis study explains factors behind the creation of “viral infection” specifically with regard to commercial e-mails targeted to individuals with high networking potential.

Journal

Management DecisionEmerald Publishing

Published: Jan 6, 2020

Keywords: Social capital; Social cognition; Viral e-mails; Viral infection

References