دانلود رایگان مقاله فرآیند تصمیم گیری مصرف کننده در کمپین بازاریابی ویروسی موبایل

Abstract

The high penetration of cell phones in today's global environment offers a wide range of promising mobile marketing activities, including mobile viral marketing campaigns. However, the success of these campaigns, which remains unexplored, depends on the consumers' willingness to actively forward the advertisements that they receive to acquaintances, e.g., to make mobile referrals. Therefore, it is important to identify and understand the factors that influence consumer referral behavior via mobile devices. The authors analyze a three-stage model of consumer referral behavior via mobile devices in a field study of a firm-created mobile viral marketing campaign. The findings suggest that consumers who place high importance on the purposive value and entertainment value of a message are likely to enter the interest and referral stages. Accounting for consumers' egocentric social networks, we find that tie strength has a negative influence on the reading and decision to refer stages and that degree centrality has no influence on the decision-making process.

Discussion

This paper develops a three-stage model to analyze the decision-making process of consumers in mobile viral marketing campaigns. This is an important area to study because companies actively approach only a small number of consumers in viral marketing campaigns. Therefore, additional information about these consumers, their decision-making processes and the factors that influence the consumers may help determine the success or failure of viral marketing campaigns. Only a few extant studies focus on mobile viral marketing campaigns. Due to the increased use and penetration rate of cell phones and smartphones, most consumers can be addressed via this new medium and channel. Furthermore, cell phones combine unique characteristics such as ubiquitous computing, always on and immediate reactions, thus making mobile phones an attractive marketing channel for viral marketing campaigns. The three-stage model approach allows us to gain a deeper understanding of consumers' decision-making processes in mobile viral marketing campaigns. This study has produced several key findings.