英语论文网

uade them to spread the positive words for their products. Keep the reward combined with your business and appropriate for the size and type of referral. Ensure that your offer adds value or reward for the referrer and for those people that are referred to you, and then you will have a cost-effective marketing tool to grow your business (Herr, Kardes and Kim, 1999).
2.6.4 Factors Motivating Viral Marketing
According to Chen, Iyer and Padmanabhan (2002), viral marketing involves two parties: the communicator and the receiver. Viral marketing will only start when the communicator is motivated to speak and the receiver is motivated to listen. Therefore, in order to understand how the process works, it is very important that understand the inherent motives.
In the case of the receiver, motivation to listen may be affected by: (a) source reliability (Blodgett, Granbois and Walters, 1998); (b) interpersonal ties between the sender and receiver (Goldenberg, Libai and Muller, 2001); (c)product and purchasing situation characteristics such as high perceived risk (Bristor, 1990), newness, .and intangibility associated with services (Weinberger and Lepkowska-White, 2000); and (d) situational factors such as conditions where product information may be hard or impossible to get from the marketer, or where there is a shortage of time.
In the case of the communicator, motivation to speak may be influenced by: (a) the personality of the communicator, for example, self-confidence (Bristor, 1990) and sociability (Richins, 1999); (b) the attitudes of the communicator, for example, a desire to help others (Lau and NG, 2001) and attitude towards complaining (Singh, 1990); (c) involvement with the product and with the purchase decision (Henning-Thurau, Gwinner, Walsh and Gremler, 2004); and (d) situational factors like “proximity of others during dissatisfaction” (Lau and NG, 2001).
Viral marketing has quickly been recognized by many companies because of many successful examples: Marketers proved that a little budget they could motivate millions customers. They did so by encourage customer-to-customer communication to increase sales, brand awareness, and market share. Seth Godi uploads his ebook on the internet and the people can download for free and has the right to send to their friends. If they like, they can buy a print copy. Only three months, nearly one million people download the e-book. (Source from Tafe, 2007)
Receivers getting a marketing message from familiar communicators participate more frequently in a campaign as initial contacts. Because the personal message which come from friends or people you know would be more credible than that coming directly from the self-interest advertiser (Goldenberg, Libai and Muller, 2001). Taking advantage of the inherent nature of internet as communication vehicles viral marketing enables consumers to share information and content within their social network easier and faster, there are without time and location limitation for internet communications (Naylor and Kleiser, 2000).
Money incentive can works very effective when a viral marketing not clever and attractive enough for customers. Give referrers a reward can encourage fast spread of the marketing information. Those people who pass on your information can get something in return can encourage their passion to pass on the information. That something may be a gift or service related to your business or simply本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。